1 Platform Technology Division Mastering Product Management Haas School of Business Mark Strassman, Vice President Platform Technology Division March 24, 2006

© 2005 Autodesk2 Platform Technology Division Agenda Autodesk Marketing Customer Solutions Delivery Model Product Management Process

© 2005 Autodesk3 Platform Technology Division It All Starts With The Customer Do we know “who” they are?  Internal and external Do we understand the buying process?  User/buyer/influencer What motivates them? Demographics/psychographics What are their business problems? What kind of language do they use? What do they read, watch, engage in? What do they want from a partner?

© 2005 Autodesk4 Platform Technology Division George S. Day “The Market Driven Organization” Market-driven organizations are 31% more profitable than those driven by other factors. Adrian Slywotsky “The Art of Profitability” The pathway to profitability? It lies in fully understanding the customer.

© 2005 Autodesk5 Platform Technology Division “Marketing” at Autodesk Market Divisions  Building  Manufacturing  Infrastructure  Platform  Discreet Corporate (WW) Marketing Geo marketing  Americas  APAC  EMEA

© 2005 Autodesk6 Platform Technology Division Go To Market at Autodesk Bringing a product/solution to market at Autodesk is like...

© 2005 Autodesk7 Platform Technology Division Agenda Autodesk Marketing Customer Solutions Delivery Model Product Management Process

© 2005 Autodesk8 Platform Technology Division CSDM – What is it? Customer Solutions Delivery Model Simple, scalable process to bring solutions to market:  Clarity of roles and responsibilities  Organizational consistency  Training Promote a planning process aligned to budget process and business priorities

© 2005 Autodesk9 Platform Technology Division What Problems Are We Solving? Document complexity and volume Unclear roles and responsibilities No single plan Accountability (metrics) Signal strength in the Geos Annual budgeting process/planning We moved from products to solutions

© 2005 Autodesk10 Platform Technology Division CSDM Model O = Opportunity S = Solution P = Product M = Marketing Sa = Sales C = Customer Division Strategy

© 2005 Autodesk11 Platform Technology Division CSDM Model Phase I: The Opportunity Goal: Define the end game  Market Share  Revenue or Investment  Create, enter, grow, protect, expand Key Decision:  Go/No Go The Document:  The Opportunity Proposal go / no-go Proposal Division Strategy

© 2005 Autodesk12 Platform Technology Division CSDM Model go / no-go Proposal SRD/MRD Division Strategy Phase II: Solution Definition Goal: Define an aggregate set of products, services and partners to meet the business opportunity Key Decisions:  Does this solve a customer need?  Will it drive revenue profitably? The Document:  SRD/MRD

© 2005 Autodesk13 Platform Technology Division CSDM Model go / no-go Proposal BudgetPlanning Business Case Solution Roadmap SRD/MRD Division Strategy Phase III: Product Planning Goal: Detailed plan for development of required product/s that fit the solutions roadmap Key Decisions:  Go/No Go on Business Case  Profitable?  ROI? The Documents:  Business Case  Solutions Roadmap  Revenue Planning

© 2005 Autodesk14 Platform Technology Division CSDM Model Phase IV: Marketing Plans/Programs Goal: Engage, plan, integrate and execute to the Division objectives across the Marketing teams: Division/WWM/Geo Marketing Key Decisions:  Do we have the right prioritization of goals, audience, programs, worldwide?  Are budgets mapped to priorities?  Is Marketing aligned?  Are expectations clear?  Can Geo/Sales execute as planned?  Do we have a competitive advantage? The Documents  MSB  Sales Plan  Division Marketing Plan  GEO Plan  Brand Plan  Programs Plan go / no-go Proposal Business Case Solution Roadmap BU Geo WWM MSB Marketing Plan (Qtrly Review) Sales Plan SRD/MRD Division Strategy BudgetPlanning

© 2005 Autodesk15 Platform Technology Division CSDM Model go / no-go Proposal Business Case Solution Roadmap MSB Marketing Plan (Qtrly Review) Sales Plan SRD/MRD Annual Plan Review / Post Mortem Division Strategy Revenue Planning Phase V: Sales Goal: Targeted Account Selling (make the number!) Key Decisions:  Priorities/Sales plans approved  Training delivery  Approved Geo Plans  Annual Review set

© 2005 Autodesk16 Platform Technology Division Agenda Autodesk Marketing Customer Solutions Delivery Model Product Management Process

© 2005 Autodesk17 Platform Technology Division CSDM Model go / no-go Proposal Business Case Solution Roadmap MSB Marketing Plan (Qtrly Review) Sales Plan SRD/MRD BudgetPlanning Division Strategy Annual Plan Review / Post Mortem Product Management Proposal MRD / SRD Business case Roadmap

© 2005 Autodesk18 Platform Technology Division Product managers must … Be messengers of the market Communicate with market facts Manage the product like a business Demonstrate results Always look for opportunities to gather strategic data from tactical activities

© 2005 Autodesk19 Platform Technology Division Your opinion, although interesting, is irrelevant.* * From “Practical Product Management”

© 2005 Autodesk20 Platform Technology Division Adrian Slywotsky, “The Art of Profitability” You’ll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts’ reports. Yogi Berra, American Philosopher You can observe a lot just by watching.

© 2005 Autodesk21 Platform Technology Division Customer-Centric Marketing  One on one Global Customer Council Customer visits AUGI user groups Online discussion groups Adopt-a-customer  Broad based research Communication Center Customer surveys AutoCAD Error Report  Field testing Usability testing Beta programs Alpha Gold program

© 2005 Autodesk22 Platform Technology Division Total Addressable Market Product managers must know who is not shopping and why Customers

© 2005 Autodesk23 Platform Technology Division Pricing Buy, Build or Partner Operational Metrics Business Case Sales Process Thought Leaders Market Requirements Market Sizing Marketing Plan Product Roadmap Awareness Plan Market Research Market Problems Distinctive Competence Product Performance Customer Acquisition Positioning Customer Retention Launch Plan Product Contract Innovation Market Messages Channel Training Win/Loss Analysis Competitive Write-Up Event Support Collateral & Sales Tools Presentations & Demos White Papers User Personas “Special” Calls Release Milestones Answer Desk Technology Assessment Competitive Analysis Lead Generation Buyer Personas Market Analysis Product Strategy Program Strategy Product Planning Quantitative Analysis Channel Support Sales Readiness Strategic Tactical From “Practical Product Management”

© 2005 Autodesk24 Platform Technology Division Product Development Process Proposal  Idea or hypothesis about product direction Market Requirements Document  Requirements – Not features! Design 1. Design Brief 2. Conceptual Design 3. Specification  Done by Design, not marketing / product management!

© 2005 Autodesk25 Platform Technology Division Closing Customer Understand the customers’ problems Design solutions to solve customers’ problems Communicate how you have solved customers’ problems

© 2005 Autodesk26 Platform Technology Division