1. World-class product management provided by Under10 Consulting http://www.under10consulting.com

2. http://www.flickr.com/photos/ftoms/756630464/ We’re losing clients and we don’t know why. We’re winning deals and we don’t know why. How should we measure success? What is product management anyway?

3. http://www.flickr.com/photos/medevac71/5557687409/ 48% of time spent in unplanned activity

4. Companies can be agile too!

5. But with agile methods, we can now build the wrong product faster than ever.

6. “” “” Development is about building the product right. Product management is about building the right product. Steve Johnson Under10 Consulting

8. Working with other teams Product management Exec How large should a product management team be? Sales Mktg Dev product marketing manager sales engineer business analyst or product owner Who is hiding their headcount in the product management budget?

9. Bill Campbell Chairman, Intuit “A guiding thing for me would be [to hire] the best Product Marketing guy, somebody that understands how to apply technology in the market.” AlwaysOn Summit at Stanford University, July 2009

10. Just enough process Refine Design & deliver Define Product Promotion Sales Operations Business Market Business Market

11. Before: focus on product Refine Design & deliver Define Product Promotion Sales Operations Business Market Business Market

12. Refine Design & deliver Define Now: extend your view Product Promotion Sales Operations Business Market Business Market

13. Deciding what not to do is as important as deciding what to do. That's true for companies, and it's true for products.

14. 5 fundamental principles  Do it right (once), so you don’t do it over  Look at everything from the buyer’s view  Create a few living documents  Re-use methods whenever possible  Do more of what’s working, and stop the rest http://www.flickr.com/photos/30160115@N04/4326672445/

15. http://www.flickr.com/photos/thomashawk/2442371176/ People must know why they’re changing 1 People must have the skills, tools, and coaching to change 2 People they respect must support the change 3

16.  Create a world-class product organization  Define effective organizational structures  Assign roles and responsibilities  Audit existing process and artifacts  Most organizations need a small number of living documents—fewer than 10  Define your idea-to- product and go-to- market processes

17. Steven Johnson steve@under10consulting.com http://www.under10consulting.com Need help?