1. The 60 Second Business Case
Jason Brett
@jbrett
www.linkedin.com/in/iJasonBrett
2. #prodmgmt stuff I’ve done…
15 years in Product Management
Founder and Chief Architect, SiteTamer
Product Manager, AT&T/BellSouth
Senior Product Manager,
Silverpop, an IBM Company
Founder, ProductCamp Atlanta
25. Strategic Alignment
• High - Meets all three of the following:
– Company Mission
– Moves Toward Product Vision
– Correlates to at least one of the specific Strategic Objectives (or
quarterly/annual Goals) as defined by the leadership team
• Medium - Meets two of the above criteria
• Low - Meets one of the above criteria
• 0 - Meets none of the above criteria.
25
26. Silverpop Mission
To bring Behavioral Marketing
to every marketing department
in the world
27. Silverpop Vision
Silverpop is the unified
Digital Marketing Platform that delivers
superior overall return on relationship
powered by the deepest insight into the
way each customer behaves.
28. Silverpop Vision
Silverpop is the unified
Digital Marketing Platform that delivers
superior overall return on relationship
powered by the deepest insight into the
way each customer behaves.
29. Strategic Objectives or Goals
29
Reduce Time to
Market
Enter Vintage
Toy Market
Sunset Legacy
Systems
30. Strategic Alignment
• High - Meets all three of the following:
– Company Mission
– Moves Toward Product Vision
– Correlates to at least one of the specific Strategic Objectives (or
quarterly/annual Goals) as defined by the leadership team
• Medium - Meets two of the above criteria
• Low - Meets one of the above criteria
• 0 - Meets none of the above criteria.
30
31. Technical or Operational Necessity
• Keeping the Lights On
• No distinction between various levels
• Yes – Must Have
– Something we must do to remain in operation
– Mostly driven by architecture or operations
• No – Is not a Technical or Operational Necessity
– Most PM requirements will fall in this category
31
32. Revenue Value
• High
– $1MM per year (or more) of attributable revenue impact
• Medium
– $250K - $1MM per year of attributable revenue impact
• Low
– Revenue impact expected, but cannot or need not be quantified
• 0
– No expected revenue impact
32
33. Customer Experience / CSAT Improvement
• High
– Positive experience or satisfaction impact to at least 80% of our
customer base
• Medium
– Positive experience or satisfaction impact to at least 30% of our
customer base
• Low
– Positive experience or satisfaction impact to a fairly small percentage
of our customer base (less than 30%)
• 0
– No expected impact to experience or satisfaction
33
34. Innovation Value
• High - Meets all three of the following:
– Early (or First) to market with a feature or capability
– Has high visibility (PR, Marketing or “Buzz”) Value in the marketplace
– Has a new and positive business impact for our customer
• Medium -Meets two of the above criteria
• Low - Meets one of the above criteria
• 0 - Meets none of the above criteria.
34
35. Cost Savings
• High
– $250K per year (or more) of attributable cost savings
• Development/maintenance cost, support, operations, licenses, etc.
• Medium
– $50K - $250K per year of attributable cost savings
• Low
– Cost savings expected, but cannot be easily quantified
• 0
– No expected cost savings
35
----- Meeting Notes (5/22/13 09:23) -----
Need to add slides for
Where the 60 second biz case lives in the overall process flow
do we need to change the criteria or is there more information that we don't
hippo
----- Meeting Notes (5/22/13 09:23) -----
Need to add slides for
Where the 60 second biz case lives in the overall process flow
do we need to change the criteria or is there more information that we don't
hippo
Behavior – that is the core of more relevant interactions, better relationships AND results for you!
Individual behaviors!!
