The 10 Most Important Levers of Control That All Product Managers and Product Marketers Must Use to Drive Product Success! PCA15

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Way too often, Product Managers & Product Marketers make the excuse that they cannot take ownership for the success of their product in the market because there are too many factors outside to their control. While many Product Managers/Marketers complain about these limitations, Great Product Managers & Marketers become Strategic and take ownership of the success of their products. In this session, we’ll discuss 10 specific strategic actions that Product Managers & Product Marketers can take to become more strategic in their role in a way that enables them to take ownership for driving revenue and success for their products.

Business

The 10 Most Important Levers of
Control That All Product Managers and
Product Marketers Must Use to Drive
Product Success!
Tom Evans
CompellingPM
@compellingpm
Copyright 2015. The Lûcrum Group, Inc. 1

2
Sponsors
Diamond
In Kind
Gold
Platinum

The Big Question
• Should Product Management/Marketing Take
Responsibility for Product Success or Failure?
– Yes: The Product Manager is CEO of the product
and the buck stops there!
– No: We don’t have direct control of those
(engineering, sales, marketing, etc.) who
ultimately impact the success!
Copyright 2015. The Lûcrum Group, Inc. 3

Identifying Levers of Control
Copyright 2015. The Lûcrum Group, Inc. 4
Financial Metrics
Strategic Metrics
Product Success

Identifying Levers of Control
Copyright 2015. The Lûcrum Group, Inc. 5
Financial Metrics
Strategic Metrics
Sell More
Higher Price
Lower Cost
Product Success

Identifying Levers of Control
Copyright 2015. The Lûcrum Group, Inc. 6
Financial Metrics
Strategic Metrics
Sell More
Higher Price
Lower Cost
Product
Price
Place
(Channel)
Promotion
Product SuccessKey Levers/Tools

Strategic Levers of Control
7
Product
Price
Place
(Channel)
Promotion
Creating Leverage
Copyright 2015. The Lûcrum Group, Inc.

Strategic Levers of Control
Copyright 2015. The Lûcrum Group, Inc.
8
Product
Price
Place
(Channel)
Promotion
Creating Leverage
Go-to-Market
Strategy
Copyright 2015. The Lûcrum Group, Inc.
Defining Leverage

What is a Go-to-Market Strategy
• A Go-To-Market strategy is how a company
delivers their unique value proposition to their
target market and creates a competitive
advantage.
– How do you create value?
– How do you deliver the value?
– How do you capture the value?
Copyright 2013 - 2015. The Lûcrum Group, Inc. 9

Strategic Levers of Control
Copyright 2015. The Lûcrum Group, Inc.
10
Product
Price
Place
(Channel)
Promotion
Creating Leverage
Go-to-Market
Strategy
Market Analysis
(Context)
Discovering Leverage
Copyright 2015. The Lûcrum Group, Inc.
Defining Leverage

Go-to-Market Strategy
Market Analysis
PM2 Levers of Control™
Copyright 2013 - 2015. The Lûcrum Group, Inc. 11
Executional Levers
Product
•Whole Product
•Effective
Requirements
Price
•Value-Based Pricing
Place (Channel)
•Sales Tools
•Sales Enablement
•Channel Programs
Promotions
•Product Marketing
Tools & Content
•Product Marketing
Program Plans
Target Markets Positioning
Competitive
Strategies
Messaging
Platform
Alignment to
Business Drivers
VOC Competitive Analysis Ecosystem Analysis
Product Strategy Pricing Strategy Channel Strategy Promotional Strategy

What Are You Going to Be?
What Will You Do Different?
Copyright 2015. The Lûcrum Group, Inc. 12

Free 30 Minutes PM/PMM Consult
• First 10 to submit information on form
• http://compellingpm.com/freeonehour/
• Please include background on topic or issue
• Must include company info (no Gmail)
Copyright 2015. The Lûcrum Group, Inc. 13

14
Sponsors
Diamond
In Kind
Gold
Platinum

Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2015. The Lûcrum Group, Inc. 15

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This is the keynote presentation that I gave at ProductCamp Minnesota in Oct 2013. "All the responsibility, but no authority" has become a mantra for those of us in Product Management and Product Marketing. It's such a great phrase as it allows us to commiserate with each other about the unique challenges and frustrations of being a PM. But if we want to be taken seriously and really succeed in the PM role, we must cast aside this excuse and establish ourselves as leaders in our organizations. While it is true that we don't have "given authority", we must learn how to develop "earned authority", which enables us to succeed through influence, trust and respect. In this keynote address, Tom Evans of CompellingPM will present five keys to help you earn authority and establish yourself as a Product Management/Product Marketing leader in your organization.

All of the Responsibility, But No Authority: Get Over It and Lead

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How to Create Products That Don't Suck BSC- Sept 23 2013

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We often hear other PMs and executives say the word Go-to-Market Strategy and everyone nods their heads as if they know exactly what the other person really meant. But the reality is that within any given organization, there are as many ideas of what Go-to-Market Strategy means as there are senior level executives. And when Product Marketing is asked to develop a Go-to-Market Strategy, they are unlikely going to satisfy the expectations of all stakeholders because each one has a different expectation. In this webinar, we'll help you to create a common understanding of a Go-to-Market Strategy and what Product Marketing needs to do to effectively create one. Key Takeaways from participating in this webinar: - Develop a common definition for a Go-to-Market Strategy that can be shared with your organization - Learn the seven elements that go into a complete Go-to-Market Strategy - Understand the steps to creating your Go-to-Market Strategy

What is a Go-to-Market Strategy & How to Create One

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If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMS, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform. Key Takeaways: * Understand the key business drivers for developing a messaging platform * Discover the most important, but yet often overlooked, starting point for your messaging * Learn the five key components of a successful Messaging Platform * Understand how the Messaging Platform contributes to more success in the market.

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Many entrepreneurs and companies begin with what they think is a brilliant idea and they immediately jump to developing a product before they discover if anyone else thinks it’s a good idea, and most often, these products fail. Successful products are based upon solving a significant Market Problem with a Product that creates a competitive advantage and a Market Strategy that motivates buyers to purchases your product. In this session, you’ll learn a discovery process that leads to products that customer will buy.

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RISE Austin 2013 Session at Tech Ranch Austin, May 13, 2013 Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and many of these products suck. Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage, and a Market Strategy that motivates buyers to purchase your product. In this session, learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products.

How to create products that don't suck RISE 2013

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Slides from the Software Guru Virtual Conference - presented on Feb 28, 2013. Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and most of these products are crap. Even established companies sit around conference rooms dreaming of the next great product and end up wondering why their products also crap. Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage and a Market Strategy that motivates buyers to purchases your product. In this session, you will learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products (in startups as well as big enterprises).

Cómo crear productos que no sean una porqueria feb 28 2013

CompellingPM

People wait in line for hours in anticipation of being one of the first to buy a new Apple product release and then handle it like a new baby. Harley riders adorn themselves with Harley apparel and Harley tattoos. Most would agree that there is a strong emotional bond between these products and their owners. But is emotion required to be a great product? Does emotion apply to just a small group of fanatics or is it applicable to the general market? Can you plan emotion into products or is it a serendipitous outcome? Is emotion just for consumer products or can it also apply to business & industrial products? These are just a few of the questions that we'll explore together during this highly interactive and dynamic Town Hall Discussion on the importance of creating products that emanate emotion. Come join us as we share & learn together. Please see my blogpost on the session at: http://compellingpm.com/put-a-little-love-in-your-product-how-great-products-evoke-emotion/

Put a Little Love in Your Product - Discover How Great Products Evoke Emotion...

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Product Managers face many trials and tribulations as they pursue the Holy Grail. Through the eyes of Monty Python, we'll explore these challenges as King Arthur and the Knights of the Roundtable search for the Holy Grail and learn Product Management lessons as they fight the Black Knight, try to sneak into a castle with the Trojan Rabbit, attempt to satisfy the request of the Knights Who Say Ni, face the temptations from the Castle Anthrax, underestimate the fierce Rabbit of Caerbannog and finally cross the Bridge of Death to reach the castle that guards the Holy Grail.

Product Management & The Holy Grail (PCA9)

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Innovation. Productivity. Quality. Companies understand these as key principles for improving competitiveness and achieving sustainable and profitable growth. Governments also recognize the importance of investing in these principles to make their countries more competitive and to achieve economic growth. Most of the time, investments in innovation, productivity and quality are focused on the products and services and the processes to deliver them. This is a necessary and important investment, but this investment will only achieve a sustainable and desirable result if the central focus is on the market. The key to sustainable competitiveness and growth through innovation, productivity and quality is through a set of "market-driven" principles. Only then can a company (& country) truly succeed.

Going Beyond Innovation: How Companies Must Use "Market-Driven" Principles to...

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Most start-up companies begin with what they think is a brilliant idea and they immediately jump to building the product, and most of these products suck. Creating innovative products that result in market breakthrough requires a process of multiple iterations of discovery that drive you deeper into understanding the market problems and how to solve them with a differentiated solution. Breakthrough products are based upon solving a significant Market Problem with a Product and Business Model that create a competitive advantage and a Market Strategy that motivates buyers to purchases your product. In this session, learn this iterative discovery process that leads to breakthrough products and how to apply it to your own products.

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