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The New Definition of Product Management Marty Cagan, Silicon Valley Product Group www.svpg.com | 1 About Us Our Mission: The Silicon Valley Product Group was created to share senior level experience and best practices with technology companies Our Team: • Product Management – Marty Cagan • User Experience Design – Kyrie Robinson • Technology – Marty Abbott – Chuck Geiger • Marketing – Martina Lauchengco www.svpg.com | 2 The Problem • Most product releases fail to meet their objectives www.svpg.com | 3 The Cause • The core reason for most failed releases is the product manager www.svpg.com | 4 The Old Definitions of Product Management Silicon Valley Secrets www.svpg.com | 5 Three Common Models • Marketing-driven Product • Two People, One Role • One Person, Two Roles www.svpg.com | 6 Marketing-driven Product • Product Marketing “Gathers” Requirements and Documents for Engineering DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc. www.svpg.com | 7 Two People, One Role • Product Marketing – High Level Business Requirements • Product Manager – Detailed Product Requirements DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc. www.svpg.com | 8 Two People, One Role (Agile) • “Product Manager” – High Level Market Requirements • Product Owner – Detailed Product Definition Decisions DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc. www.svpg.com | 9 One Person, Two Roles • Product Manager tries to cover both: – Product Management – Product Marketing www.svpg.com | 10 The New Definition of Product Management Silicon Valley Secrets www.svpg.com | 11 The Product Manager • The product manager, more than any other role, is ultimately responsible for the product’s success or failure. – It doesn’t matter how great the rest of the team is if they aren’t given something worthwhile to build www.svpg.com | 12 The Product Manager • The job of the product manager is to discover a product that is useful, usable and feasible www.svpg.com | 13 The Product Manager • The product manager must have: – knowledge of the user – knowledge of the domain and market – knowledge of the technology www.svpg.com | 14 The Product Manager • Traits - Product Passion Smarts Customer empathy Hard-working Confidence Leadership Great communication skills Integrity Unstoppable www.svpg.com | 15 Product Marketing Roles and Responsibilities www.svpg.com | 16 Product Marketing • Responsibilities include: - Messaging and positioning Pricing and promotions Online marketing and customer acquisition Influencer marketing Sales tools and educating the channel www.svpg.com | 17 Project Management • Responsibilities include: - Coordinating the resources on the team - Planning and scheduling - Project tracking and reporting www.svpg.com | 18 Summary • Remember: – It doesn’t matter how great you’re the rest of your organization is if you don’t give the engineers something useful, usable and feasible to build Your job is to discover that product www.svpg.com | 19 Learning More • Subscribe to the free newsletter, read the blog, or browse the articles archive: – www.svpg.com • Read the paper: – Behind Every Great Product The Role of the Product Manager • Continue the conversation: – [email protected] www.svpg.com | 20