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What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPM, CPMM Global Product Management Talk Startup Product March 25, 2014 © Cindy F.

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Presentation on theme: "What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPM, CPMM Global Product Management Talk Startup Product March 25, 2014 © Cindy F."— Presentation transcript:

1 What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPM, CPMM Global Product Management Talk Startup Product March 25, 2014 © Cindy F. Solomon

2 Cindy F. Solomon, CPM, CPMM © Cindy F. Solomon Host, Global Product Management TalkGlobal Product Management Talk Founder, Startup Product movement for product excellenceStartup Product Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate TwitterProdBOK,Product Management And Marketing Body of Knowledge42 Rules Product Marketing 20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley.

3 © Cindy F. Solomon 1.What is Lean Product Marketing? 2.Distinctions between Product Marketing Management And Product Management 3.How is Product Marketing Management currently handled? 4.Move from Strategic View to Tactical implementation 5.Example of Lean Content Marketing Implementation

4 © Cindy F. Solomon The ability to learn faster than your competitors may be the only sustainable competitive advantage. Arie de Geus The Living Company

5 © Cindy F. Solomon What is Running Lean? Speed, learning & focus Testing a vision by measuring how customers behave Engaging customers throughout the development process Product and market validation done in parallel using short iterations

6 © Cindy F. Solomon

7 © Cindy F. Solomon Lean Principles

8 Value at every step © Cindy F. Solomon

9 © Cindy F. Solomon View of Product UX QA Sales Dev Marketing Support Customer smells something grey

10 © Cindy F. Solomon The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and end- of-life the most successful product(s) within its niche with successful repeat performances again and again. -Peter Buscemi Goal of Product Marketing

11 © Cindy F. Solomon Strategic Product Marketing Product marketing management plays a critical role in successfully driving products into the marketplace by understanding the current market environment and developing strategy to drive customer awareness of the benefits of adopting products and solutions. - Cindy F. Solomon Product Marketing Management Manifest 2010

12 © Cindy F. Solomon

13 © Cindy F. Solomon Product Marketing Activities Strategic – Market problems, win/loss analysis, distinctive competence, market definition, distribution, product portfolio, business plan, pricing, buy/build/partner, product profitability Technical – Competitive landscape, technology assessment, product roadmap, innovation, user personas, requirements, use scenarios, status dashboard Marketing – Positioning, buying process, buyer persona, marketing plan, customer acquisition, customer retention, program effectiveness, launch plan, thought leadership, lead generation, referrals & references Sales – Sales enablement, sales tools, sales process, collateral, channel training, presentations & demos, special calls, event support, channel support

14 © Cindy F. SolomonCindy F. Solomon Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams. Startup Product Startup Product Cross Functional View

15 © Cindy F. Solomon Defining Product

16 © Cindy F. SolomonCindy F. Solomon Donald Norman mapped lifecycle of products why good products can fail…

17 © Cindy F. SolomonCindy F. Solomon Lifecycle of Products “In its early days, a technology cannot meet all the needs of its customers. Early adopters need the technology and they are willing to suffer inconvenience to get it. With time, the technology matures, offering better performance and higher reliability. When the technology exceeds the basic needs of most of its customers, there is a major change in customer behavior. Emotional reaction, pride of ownership, and pleasurability all can become major selling points.” Donald Norman The Invisible ComputerThe Invisible Computer

18 © Cindy F. Solomon Product Growth Cycle

19 Product Management Lifecycle 1.Conceive 2.Plan 3.Develop 4.Qualify 5.Launch 6.Deliver 7.Retire © Cindy F. Solomon

20 AIPMM Product Management Framework Product Management Product Marketing Product Management + Product Marketing Product Management + Product Marketing Source: AIPMM © , All Rights Reserved.AIPMM © Cindy F. Solomon

21 1. CONCEIVE To Answer – What is missing? Is there a market? Opportunity? Need? People buy products to get jobs done Important to understand trends & needs better than competitors Identify ubiquitous pains & unmet necessities © Cindy F. Solomon

22 © Cindy F. SolomonCindy F. Solomon There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels the “creative process.” Cindy F. Solomon, CPM, CPMM

23 © Cindy F. Solomon

24 2. Plan To justify: Why Build it? Market Requirements Doc (MRD) Product Canvas / Business Model Canvas One Page Overviews To justify: What to build? Product Requirements Doc (PRD) © Cindy F. Solomon

25

26 Positioning Statement Template To: is the one that unlike. (One Target/Persona Type) (Product/Company Name) (Category) (Key Customer Benefit) (Differentiator) 26 © Cindy F. Solomon

27 Lean Canvas © Cindy F. Solomon

28 © Cindy F. Solomon

29 © Cindy F. Solomon 3. Product Development “Product development is a process by which an organization transforms data on marketing opportunities and technical possibilities into information assets for commercial production.” - Kim B. Clark and Takahiro Fujimoto Product Development Performance

30 © Cindy F. Solomon MVP Minimal Viable Product “An MVP is about delivering real value to customers for the purposes of maximizing validated learning.” - Shardul Mehta “It requires judgment to figure out, for any given context, what MVP makes sense.” - Eric Ries

31 © Cindy F. Solomon 3. Develop Create & Communicate Roadmaps for stakeholders To showcase: What is being Built Aligned with business goals Feature and schedule tradeoffs Technical feasibility assessments Slippage and risks

32 © Cindy F. Solomon

33 © Cindy F. Solomon 4. Qualify Continuous iteration Beta testing for real world usage & interest level

34 © Cindy F. Solomon 5. Launch

35 © Cindy F. Solomon Product Marketing Drives Product Narrative

36 © Cindy F. Solomon

37 © Cindy F. Solomon 6. Deliver = Market Contribute value in every interaction

38 Develop Lean Content Write less and say more Curate Analyze Data Create fast feedback loops Provide on-demand messaging across platforms © Cindy F. Solomon

39 © Cindy F. Solomon

40 © Cindy F. Solomon

41 © Cindy F. Solomon 1.Develop strategies based on dynamics of online search, content marketing (brand journalism) and social media 2.Create great content that helps answer your target audience’s questions and solve their problems 3.Publish content on the web and across social media channels 4.Promote content using search engine optimization, permission based e-marketing and social media 5.Manage, maintain, review, update and archive content on an ongoing basis 6.Collect, measure and analyze marketing data to assess engagement, conversion rates, leads and sales Lean Content Marketing

42 © Cindy F. Solomon

43 Exploit Visual Content © Cindy F. Solomon

44 © Cindy F. Solomon Twitter Twitter Is the Leanest Communication Vehicle Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal.

45 © Cindy F. Solomon Why Twitter “The qualities that make Twitter seem inane and half- baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author

46 © Cindy F. Solomon Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!” Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on BlogTalkRadio 3 years >100 podcasts >35k listeners/episode Community: >2000 SF members, >16 locations Conference: Startup Product Summit (2X SF) Unconference: Startup Product Open Trainings: Startup Product Academy

47 © Cindy F. Solomon Power of Twitter Chats Enables a parallel threaded discussion where many people can talk at once Every voice is heard and documented Watch the conversation Identify & reach out to target market/customers/interests Respond to a tweet/conversation on demand

48 © Cindy F. Solomon Benefits of Twitter Chats network share knowledge increase influence showcase thought leadership contribute value

49 © Cindy F. Solomon Recommended Tweet Format “Please Retweet: [article name] [shortened URL] [optional comment] [#hashtag]”.

50 © Cindy F. Solomon Anatomy of a Tweet

51 © Cindy F. Solomon Twitter Chat Best Practices 1.Strategize 2.Plan 3.Promote 4.Produce 5.Lean Content Marketing

52 © Cindy F. Solomon Twitter Chat Format Socratic Method background content available prior to event pre-posted questions provided by speaker for participants to answer participants may answer on their social platform of choice time boxed for live discussion twitter conversation occurs before, during and after enables capturing of educational material with conversation for on-demand viewing and consumption post event

53 © Cindy F. Solomon Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on storify /storify / 2. Post transcript to slideshareslideshare 3. Post and repackage content across mediums beyond Twitter scoop.itscoop.it 4. BlogBlog 5. Reach out to local participants & meetup!

54 © Cindy F. Solomon Daily Content Promotion Tools 1. storify /storify / 2. slideshare /slideshare / 3. scoop.it 4. BufferappBufferapp 5. Blog Medium, Tumblr, Wordpress, blogspotBlog 6. Prlog

55 © Cindy F. Solomon Special Discount for participants! $75 off code leanpmm

56 Key Takeaway #1 Contribute Value in every interaction © Cindy F. Solomon

57 Key Takeaway #2 ASK QUESTIONS © Cindy F. Solomon

58 Key Takeaway #3 LISTEN to what IS & what is NOT being communicated © Cindy F. Solomon

59 Key Takeaway #4 STRATEGIZE © Cindy F. Solomon

60 © Cindy F. Solomon Content Starts With Who? Why? What? How? © Cindy F. Solomon

61 © Cindy F. Solomon Thank you for sharing your precious time! Please connect! Startup Product, movement for product excellence Global Product Management TalkGlobal Product Management Talk, weekly Webcast DigestWebcast Digest, daily curated

62 Hemant Elhence Questions?

63 Synerzip in a Nut-shell 1. Software product development partner for small/mid-sized technology companies Exclusive focus on small/mid-sized technology companies, typically venture-backed companies in growth phase By definition, all Synerzip work is the IP of its respective clients Deep experience in full SDLC – design, dev, QA/testing, deployment 2. Dedicated team of high caliber software professionals for each client Seamlessly extends client’s local team, offering full transparency Stable teams with very low turn-over NOT just “staff augmentation”, but provide full mgmt support 3. Actually reduces risk of development/delivery Experienced team - uses appropriate level of engineering discipline Practices Agile development – responsive, yet disciplined 4. Reduces cost – dual-shore team, 50% cost advantage 5. Offers long term flexibility – allows (facilitates) taking offshore team captive – aka “BOT” option

64 Our Clients

65 Call Us for a Free Consultation! Hemant Elhence Thanks!


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