Warum viele Produkt Management Organisationen nicht die erwartete Schlagkraft haben.
Werden Produktmanager überhaupt vom Management verstanden? Spricht Produktmanagement die Sprache des Management?
Sind Produktmanager Leader oder Verwalter des Produktes?
Liefert Produktmanagement echte Fakten vom Markt? Kann sich das Management auf die Daten vom Produktmanagement verlassen?
Warum viele Produkt Management Organisationen nicht die erwartete Schlagkraft haben
1. Warum viele Produkt Management
Organisationen nicht die erwartete
Schlagkraft haben
Oliver Nachtrab,
13.10.2014, München
2. Kostenlose Bücher - Download
Ausführliche Informationen erhalten Sie in unseren
kostenfreien Büchern für Produktmanager, die Sie
hier herunterladen können:
http://www.pro-produktmanagement.de/produktmanagement-buecher.html
Kostenfrei verfügbare Titel:
„Strategisches Produktmanagement“
„Technisches Produktmanagement“
„Erfolgreiches Go-to-Market“
Werde professioneller Leader deines Produktes.
3. Über mich
Coach für Start-Ups, SMB, internationale
Konzerne
17 Jahre im Management
Bereichsleiter Produkt Management,
Business Development, Marketing & Sales
Allegion, Suse Linux/Novell, Open-
Xchange, EMC2, 1&1, Bestseller,
proProduktmanagement, Namasas
Weltweite Produkt-, Marketing und
Vertriebsprogramme
Change & Interim Management
Oli Nachtrab
3
4. Agenda
1. Was erwartet das Management vom
Produktmanager?
2. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
3. Erledige besser wenige, aber wichtige
Aufgaben gut, anstatt vieler,
unterschiedlicher schlecht
5. Was erwartet das Management vom
Produktmanager
Spreche die Sprache des Managements und
verstehe deren Ziele
6. Was erwartet das Management vom
Produktmanager
Spreche die Sprache des Managements und
verstehe deren Ziele
„… wie läuft Dein
Produkt? …“
7. Was erwartet das Management vom
Produktmanager
Spreche die Sprache des Managements und
verstehe deren Ziele … coole neue
Technologie, heiße
Features in der
nächsten Version,
semantische
Intelligenz, SOA
basiert, …
Technologie
& Feature
bla bla
8. Was erwartet das Management vom
Produktmanager
Spreche die Sprache des Managements und
verstehe deren Ziele
Über was zum Henker spricht der?
Weiß der, was er tut?
Ist das der Richtige für diesen Job?
Ich muß dringend mit seinem
Manager sprechen …
Mir scheint, Produktmanagement hat
keine Ahnung, wofür sie da
sind und was sie tun…
9. Was erwartet das Management vom
Produktmanager
Verstehe Dein Geschäft und das Deiner Firma
Finanzzahlen und andere relevante KPIs (Umsatz,
Kosten, Marge, EBIT,…)
Wie performt Dein Produkt im Vergleich zu diesen KPIs?
Analysiere & verstehe Ergebnisse & Abhängigkeiten
Bereite Pläne vor, falls Zahlen nicht im Plan liegen
Kommuniziere proaktiv (in allen Situationen)
Verstehe den Kunden und den Markt mindestens
so gut wie das Management, idealerweise besser
10. Was erwartet das Management vom
Produktmanager
Verlässliche, nachhaltige und faktenbasierte
Entscheidungsvorlagen, die marktrelevante Daten
enthalten
Jeff Bezos,
CEO Amazon Inc.
Image: Steve Jurvetson,
Creative Commons Attribution 2.0 Generic
“Das großartige an faktenbasierten
Entscheidungen ist, dass sie
Hierarchien außer Kraft setzen.”
11. Was erwartet das Management vom
Produktmanager
Verlässliche, nachhaltige und faktenbasierte
Entscheidungsvorlagen, die marktrelevante Daten
enthalten
Welches sind die wichtigen Fakten, mit Umsatz und
Wachstum beginnend
12. Was erwartet das Management vom
Produktmanager
Verlässliche, nachhaltige und faktenbasierte
Entscheidungsvorlagen, die marktrelevante Daten
enthalten
Welches sind die wichtigen Fakten, mit Umsatz und
Wachstum beginnend
Erstelle kurze und verständliche
Managementzusammenfassungen
13. Was erwartet das Management vom
Produktmanager
Verlässliche, nachhaltige und faktenbasierte
Entscheidungsvorlagen, die marktrelevante Daten
enthalten
Welches sind die wichtigen Fakten, mit Umsatz und
Wachstum beginnend
Erstelle kurze und verständliche
Managementzusammenfassungen
Motiviere mit einer guten „Geschichte“, die die
relevanten Daten stützt: wer ist der Einkäufer, welche
Probleme werden für den User gelöst, warum würde ein
potentieller Käufer Geld für die Lösung ausgeben
wollen,…
14. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
Sei ein besserer Marktexperte, als der
Vertrieb!
Du findest die Antworten auf die
meisten Deiner Fragen
NICHT im Büro!
15. Wie erhöhst DU das Ansehen…
Wo startest Du?
Verstehe die firmeninternen Finanzkennzahlen und
definiere die strategischen KPIs
16. Wie erhöhst DU das Ansehen…
Wo startest Du?
Verstehe die firmeninternen Finanzkennzahlen und
definiere die strategischen KPIs
17. Wie erhöhst DU das Ansehen…
Wo startest Du?
Verstehe die firmeninternen Finanzkennzahlen und
definiere die strategischen KPIs
18. Wie erhöhst DU das Ansehen…
Wo startest Du?
Verstehe die firmeninternen Finanzkennzahlen und
definiere die strategischen KPIs
Verstehe den Markt und den
Kunden besser als jeder
andere
Spreche mit Kunden,
evaluierenden,
potentiellen und
“verlorenen“ Kunden
Identify
Persona
Interview
Market
Win/Loss
Analysis
Identify
Scenario
Identify
Problem
INTERVIEW IDENTIFY ANALYZE CHECK
STRATEGY, INNOVATION, BUSINESS
19. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
20. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
Sei ein Leader
Nicht nur Manager, oder bloß Verwalter
21. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
Produkt Deines Produktes
Produkt „Produkt ”
Sei ein Leader
Nicht nur Manager, oder bloß Verwalter
22. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
Produkt Deines Produktes
Produkt „Produkt ”
photo by AlBargan on Flickr
http://creativecommons.org/licenses/by-nd/2.0/
Sei ein Leader
Nicht nur Manager, oder bloß Verwalter
23. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
Produkt Deines Produktes
Produkt „Produkt ”
“Management is efficiency in climbing
the ladder of success; leadership
determines whether the ladder is leaning
against the right wall.”
Stephen R. Covey
Sei ein Leader
Nicht nur Manager, oder bloß Verwalter
24. Wie erhöhst DU das Ansehen der PM
Abteilung im eigenen Unternehmen
Produkt
Produkt „Produkt ”
Übernehme die Verantwortung bei Fehlschlägen
Im Erfolgsfall war es das Team, nicht Du
Involviere Teams
Lade alle Teams zur Quartals-, mindestens jedoch
Halbjahresreview ein: zeige alle KPI’s, Erfolgsgeschichten, und
“Verbesserungspotential”
Definiere & kommuniziere Rollen & Verantwortungen
Starte mit Deiner eigenen Rolle, Deiner Abteilung, dem virtuellen
Team
Wer macht was während des gesamten Prozesses
Nicht vergessen: Deine Rolle ist, der Marktexperte zu sein!
Sei ein Leader Deines Produktes
Nicht nur Manager, oder bloß Verwalter
25. Erledige besser wenige, aber wichtige Aufgaben
gut, anstatt vieler, unterschiedlicher schlecht
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
26. Erledige besser wenige, aber wichtige Aufgaben
gut, anstatt vieler, unterschiedlicher schlecht
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
Competence
Analysis
27. Erledige besser wenige, aber wichtige Aufgaben
gut, anstatt vieler, unterschiedlicher schlecht
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
28. Erledige besser wenige, aber wichtige Aufgaben
gut, anstatt vieler, unterschiedlicher schlecht
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
by Georg Mittenecker, CC-BY-SA-2.5, via Wikimedia Commons
(http://creativecommons.org/licenses/by-sa/2.5)
29. Erledige besser wenige, aber wichtige Aufgaben
gut, anstatt vieler, unterschiedlicher schlecht
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
30. Erledige besser wenige, aber wichtige Aufgaben
gut, anstatt vieler, unterschiedlicher schlecht
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
INTERVIEW IDENTIFY ANALYZE CHECK STRATEGY CONSOLIDATE BUILD TEAM DELIVERY CONTROL BUILD TEAM PLAN PREPARE
Time and
Costs
User Persona
Work Package
Definition
Use Scenario
Communication
Strategy
Product
Roadmaps
Positioning
Sales to
Buying Process
Support Sales
for Forecast
Website
Content
Product
Launch Plan
Marketing
Plan
Marketing
Efficiency
Distribution
Strategy
Market
Strategy
Portfolio
Strategy
Requirements
Rating
Business
Plan
Price
Strategy
Go-To-Market
Team
Approval
Review
Meetings
Prototype
Technical
Product Team
Sales
Collateral
Sales Channel
Training
Sales
Presentation
Event
Support
Demos,
Trial Versions
Customer
Maintenance
Reference
Customers
Opinion
Leader
Innovation
Identify
Persona
Interview
Market
SWOT
Analysis
Buy, Build,
Partner
Product
Profitability
Buyer Persona
Analysis
Technology
Analysis
Market
Potential
Competitive
Analysis
Win/Loss
Analysis
Competence
Analysis
Identify
Scenario
Identify
Problem
STRATEGY, INNOVATION, BUSINESS TECHNICAL GO-TO-MARKET
Open Product Management WorkflowTM
31. Key Learning Points
Verstehe Dein Geschäft und das Deiner Firma
Spreche die Sprache des Managements und verstehe
deren Ziele
Erstelle verlässliche, nachhaltige und faktenbasierte
Entscheidungsvorlagen, die marktrelevante Daten
enthalten
Sei ein besserer Marktexperte, als der Vertrieb!
Werde ein professioneller Leader Deines Produktes
Slide 4 - Storyline: CEO Elevator Pitch
Imagine the situation in the elevator with your CEO – 15 floor building, you exit 8th floor
Elevator Pitch for Customers – Why does PM not have it internally?
5 (internal) Personas exist in each company: CEO, Sales and/or Marketing Director, Development Director, Account Manager, Developer
Create your positioning for internal buying personas – adapt to current situation – and use their language and terminology expected!
Avoid situations like this –CEO is happy to be on his own for next 7 floors and thinks about restructuring PM (again)
Detailed Notes:
Storyline: you are working in a company within a 15 floor building. One morning you and your CEO are meeting in front of the elevator, entering it – you exit at 8th floor, your CEO 15th floor. Your CEO does not remember your name and what you are exactly responsible for, thus he knows you are working in Product management. CEO asks you … - you answer – you exit the elevator in 8th floor.
Everybody in Sales and Business Development is taught to have the appropriate elevator pitch for customers. In addition you do not want to be caught by any top level manager, who asks you, „how is business“ not having your sales quota in mind, your current (and past quarters) achievements – and in case you have not met the goal, how you will manage to close that gap.
Having made the experience once not having the data for my 35 employee sales team in my mind when a senior EMEA Manager asked me…- taught me – „this will never happen to me again…“
Why is Product Management not prepared like this?
You really think CEO or Top Management is interested in the latest greatest detailed feature of your product?
Believe me – they are not! At least not, if you have 20-30 seconds with the CEO!
Use the methodology, you are hopefully using for your products: „who is your internal target audience“, who is the buying persona (you need to convince to invest or you need to motivate to support you?)
No matter which size your company has, there are at least 5 Personas:
CEO (and CFO – Top Management)
Sales Director and or Marketing Director
Development Director
Account Manager
Developer
Your direct boss, e.g. head of PM or Unit lead
Each of them looks at the product from a different view
CEO (and CFO – Top Management) - Performance, growth, strategic impact
Sales Director and or Marketing Director – how can „I“ make more money, easier achieve my team goals/quota, is his product helping me – my account managers are complaining they don‘t get the product, the customers want to buy?
Development Director – is my development team involved good enough, is the planning appropriate, does PM have a strategy, they just change priorities every second day,…
Account Manager – how can he sell more, make more money, how can he serve his customers better
Developer – how does management and customers see my work, what is next, how are we solving time constraints, ….
Do you have a good understanding of your internal buying personas?
NO? Start to think about and make sure
Learn to You use the same terminology – analogy to buying personas in your sales process. Know, how they decide, what their challenges are to get a proper positioning in place.
Understand their goals – ideally their personal goals, at least team goals and what exactly their priority is!
Prepare an elevator pitch to each of the internal buyers and make sure, you hit the point: get their excitement by showing them, „you understand their priorities and you help them, reaching those“ this might get you in a position they want to know more about it…
Not like him – in this picture, who is probably happy to be on his own for the next 7 floors thinking about an optimized structure and the view „PM has no clue“
Slide 4 - Storyline: CEO Elevator Pitch
Imagine the situation in the elevator with your CEO – 15 floor building, you exit 8th floor
Elevator Pitch for Customers – Why does PM not have it internally?
5 (internal) Personas exist in each company: CEO, Sales and/or Marketing Director, Development Director, Account Manager, Developer
Create your positioning for internal buying personas – adapt to current situation – and use their language and terminology expected!
Avoid situations like this –CEO is happy to be on his own for next 7 floors and thinks about restructuring PM (again)
Detailed Notes:
Storyline: you are working in a company within a 15 floor building. One morning you and your CEO are meeting in front of the elevator, entering it – you exit at 8th floor, your CEO 15th floor. Your CEO does not remember your name and what you are exactly responsible for, thus he knows you are working in Product management. CEO asks you … - you answer – you exit the elevator in 8th floor.
Everybody in Sales and Business Development is taught to have the appropriate elevator pitch for customers. In addition you do not want to be caught by any top level manager, who asks you, „how is business“ not having your sales quota in mind, your current (and past quarters) achievements – and in case you have not met the goal, how you will manage to close that gap.
Having made the experience once not having the data for my 35 employee sales team in my mind when a senior EMEA Manager asked me…- taught me – „this will never happen to me again…“
Why is Product Management not prepared like this?
You really think CEO or Top Management is interested in the latest greatest detailed feature of your product?
Believe me – they are not! At least not, if you have 20-30 seconds with the CEO!
Use the methodology, you are hopefully using for your products: „who is your internal target audience“, who is the buying persona (you need to convince to invest or you need to motivate to support you?)
No matter which size your company has, there are at least 5 Personas:
CEO (and CFO – Top Management)
Sales Director and or Marketing Director
Development Director
Account Manager
Developer
Your direct boss, e.g. head of PM or Unit lead
Each of them looks at the product from a different view
CEO (and CFO – Top Management) - Performance, growth, strategic impact
Sales Director and or Marketing Director – how can „I“ make more money, easier achieve my team goals/quota, is his product helping me – my account managers are complaining they don‘t get the product, the customers want to buy?
Development Director – is my development team involved good enough, is the planning appropriate, does PM have a strategy, they just change priorities every second day,…
Account Manager – how can he sell more, make more money, how can he serve his customers better
Developer – how does management and customers see my work, what is next, how are we solving time constraints, ….
Do you have a good understanding of your internal buying personas?
NO? Start to think about and make sure
Learn to You use the same terminology – analogy to buying personas in your sales process. Know, how they decide, what their challenges are to get a proper positioning in place.
Understand their goals – ideally their personal goals, at least team goals and what exactly their priority is!
Prepare an elevator pitch to each of the internal buyers and make sure, you hit the point: get their excitement by showing them, „you understand their priorities and you help them, reaching those“ this might get you in a position they want to know more about it…
Not like him – in this picture, who is probably happy to be on his own for the next 7 floors thinking about an optimized structure and the view „PM has no clue“
Slide 4 - Storyline: CEO Elevator Pitch
Imagine the situation in the elevator with your CEO – 15 floor building, you exit 8th floor
Elevator Pitch for Customers – Why does PM not have it internally?
5 (internal) Personas exist in each company: CEO, Sales and/or Marketing Director, Development Director, Account Manager, Developer
Create your positioning for internal buying personas – adapt to current situation – and use their language and terminology expected!
Avoid situations like this –CEO is happy to be on his own for next 7 floors and thinks about restructuring PM (again)
Detailed Notes:
Storyline: you are working in a company within a 15 floor building. One morning you and your CEO are meeting in front of the elevator, entering it – you exit at 8th floor, your CEO 15th floor. Your CEO does not remember your name and what you are exactly responsible for, thus he knows you are working in Product management. CEO asks you … - you answer – you exit the elevator in 8th floor.
Everybody in Sales and Business Development is taught to have the appropriate elevator pitch for customers. In addition you do not want to be caught by any top level manager, who asks you, „how is business“ not having your sales quota in mind, your current (and past quarters) achievements – and in case you have not met the goal, how you will manage to close that gap.
Having made the experience once not having the data for my 35 employee sales team in my mind when a senior EMEA Manager asked me…- taught me – „this will never happen to me again…“
Why is Product Management not prepared like this?
You really think CEO or Top Management is interested in the latest greatest detailed feature of your product?
Believe me – they are not! At least not, if you have 20-30 seconds with the CEO!
Use the methodology, you are hopefully using for your products: „who is your internal target audience“, who is the buying persona (you need to convince to invest or you need to motivate to support you?)
No matter which size your company has, there are at least 5 Personas:
CEO (and CFO – Top Management)
Sales Director and or Marketing Director
Development Director
Account Manager
Developer
Your direct boss, e.g. head of PM or Unit lead
Each of them looks at the product from a different view
CEO (and CFO – Top Management) - Performance, growth, strategic impact
Sales Director and or Marketing Director – how can „I“ make more money, easier achieve my team goals/quota, is his product helping me – my account managers are complaining they don‘t get the product, the customers want to buy?
Development Director – is my development team involved good enough, is the planning appropriate, does PM have a strategy, they just change priorities every second day,…
Account Manager – how can he sell more, make more money, how can he serve his customers better
Developer – how does management and customers see my work, what is next, how are we solving time constraints, ….
Do you have a good understanding of your internal buying personas?
NO? Start to think about and make sure
Learn to You use the same terminology – analogy to buying personas in your sales process. Know, how they decide, what their challenges are to get a proper positioning in place.
Understand their goals – ideally their personal goals, at least team goals and what exactly their priority is!
Prepare an elevator pitch to each of the internal buyers and make sure, you hit the point: get their excitement by showing them, „you understand their priorities and you help them, reaching those“ this might get you in a position they want to know more about it…
Not like him – in this picture, who is probably happy to be on his own for the next 7 floors thinking about an optimized structure and the view „PM has no clue“
Slide 4 - Storyline: CEO Elevator Pitch
Imagine the situation in the elevator with your CEO – 15 floor building, you exit 8th floor
Elevator Pitch for Customers – Why does PM not have it internally?
5 (internal) Personas exist in each company: CEO, Sales and/or Marketing Director, Development Director, Account Manager, Developer
Create your positioning for internal buying personas – adapt to current situation – and use their language and terminology expected!
Avoid situations like this –CEO is happy to be on his own for next 7 floors and thinks about restructuring PM (again)
Detailed Notes:
Storyline: you are working in a company within a 15 floor building. One morning you and your CEO are meeting in front of the elevator, entering it – you exit at 8th floor, your CEO 15th floor. Your CEO does not remember your name and what you are exactly responsible for, thus he knows you are working in Product management. CEO asks you … - you answer – you exit the elevator in 8th floor.
Everybody in Sales and Business Development is taught to have the appropriate elevator pitch for customers. In addition you do not want to be caught by any top level manager, who asks you, „how is business“ not having your sales quota in mind, your current (and past quarters) achievements – and in case you have not met the goal, how you will manage to close that gap.
Having made the experience once not having the data for my 35 employee sales team in my mind when a senior EMEA Manager asked me…- taught me – „this will never happen to me again…“
Why is Product Management not prepared like this?
You really think CEO or Top Management is interested in the latest greatest detailed feature of your product?
Believe me – they are not! At least not, if you have 20-30 seconds with the CEO!
Use the methodology, you are hopefully using for your products: „who is your internal target audience“, who is the buying persona (you need to convince to invest or you need to motivate to support you?)
No matter which size your company has, there are at least 5 Personas:
CEO (and CFO – Top Management)
Sales Director and or Marketing Director
Development Director
Account Manager
Developer
Your direct boss, e.g. head of PM or Unit lead
Each of them looks at the product from a different view
CEO (and CFO – Top Management) - Performance, growth, strategic impact
Sales Director and or Marketing Director – how can „I“ make more money, easier achieve my team goals/quota, is his product helping me – my account managers are complaining they don‘t get the product, the customers want to buy?
Development Director – is my development team involved good enough, is the planning appropriate, does PM have a strategy, they just change priorities every second day,…
Account Manager – how can he sell more, make more money, how can he serve his customers better
Developer – how does management and customers see my work, what is next, how are we solving time constraints, ….
Do you have a good understanding of your internal buying personas?
NO? Start to think about and make sure
Learn to You use the same terminology – analogy to buying personas in your sales process. Know, how they decide, what their challenges are to get a proper positioning in place.
Understand their goals – ideally their personal goals, at least team goals and what exactly their priority is!
Prepare an elevator pitch to each of the internal buyers and make sure, you hit the point: get their excitement by showing them, „you understand their priorities and you help them, reaching those“ this might get you in a position they want to know more about it…
Not like him – in this picture, who is probably happy to be on his own for the next 7 floors thinking about an optimized structure and the view „PM has no clue“
Slide 5 – Verstehe das Geschäft Story Line
What are PMs KPIs (often unknown and not seen as their responsibility)
No clue about current business? Even if PO or Technical Product Manager …
But want to be the final decision maker for product? This DOES NOT WORK!
Good Examples – too! Reviews with 80% on results and strength 20% on weaknesses
Proactive: surprise is what annoys the Management
Understand customer and market: You should be the expert, not top management
Detailed Notes
Within my consulting and training work – I regularly ask the question „what are the KPIs, who is collecting all of them and is showing the consolidated view within a QBR or half year meeting?
Usually NOBODY
Even worse – often I get the question: Is that Product Managements job? Who's Job should it be, if not PM?
When I started a new Job or now consultation, I always interview employees, department heads, stakeholders (NOT just managers) to get a good understanding on internal and external views. This works… Nevertheless, I have been shocked several times, when I asked a head of PM to tell me, what the performance of the product currently is. They did not know, had no information and did not take care to get this information… in one case there was even a daily mail to a distribution list. The head of PM was not on this list, although he knew about the existence… Once I asked to get on the list, I got surprising questionmarks from operations: „Wow PM was never interested in this – has that changed…“
On the other hand – to be fair - that was a very technical oriented PM Unit – they had a massive list of features and requirements to handle – the right ones – I don‘t want to get in that details now.
The same Head of PMs usually complain, they are not empowered to run their business and to decide, what‘s next for the products strategy… - sometimes, I believe gate processes need to be there….
But there are great examples, too – of course…
It is kind of human nature and behavior to learn from the errors made… even in some agile processes I have seen the reviews discussion mainly what need to be improved 80% of the time, 20% what worked well.
There are good leadership books about „strength based leadership“ – why not focus on what works well first and „deviate“ how that helps to overcome some „weaknesses“ by using the strength of the team…
Proactive: surprise is what annoys the Management
(but don't mix this proactive communication up with escalate everything…) – as long as you think, you can deal with the team, manage it
raise a yellow flag including the plan to mitigate with team and keep mgmt. informed yellow turned into green again. If it seems to become red, be proactive!
Understand customer and market better
No way, management, or sales or marketing has a better understanding of the market, than you!
YOU NEED TO BE the market expert – I am not talking about technical feature or product expert!!!!!!
Slide 6 faktenbasierte Entscheidungsvorlagen - Story Line
How proposals are considered by Management – how much time they take for those
Are these fact based and market relevant? Are they sustainable?
Sustainable: Ask participants: Managers, head of, C-Level,… (Group 1), PMs (group2)
Group 1 Proposals reviewed?
Group 2: Proposals reviewed?
How often have you told your boss?
Who‘s proposal will be considered to be more reliable the next time? What do you think?
Details
How to create reliable proposals – more in a minute
Believe it or not, when I ran a 60 PM unit having also 10 UX and some intl. Product marketing folks, there was a process in place to get proposals signed off. An Approval Board meeting (good), where PMs where able to present their proposals.
Because 90% of the proposals were missing facts, have been (partially agile!) technical specifications rather than bus. Proposals to make a good decision on.
I have been bored after 5 lines… like anybody else, too…..so we had to change it
If you don‘t get the attention at the very beginning, you probably fail. More often you will also discuss details, as you brought them up.
Sustainable
1) Who is Head of a PM Team here in the audience??
2) Who is PM or PMM usually creating business proposals?
Out of first group?
Who experienced similar things?
Once a proposal has been signed of – how many of you take a look into the results after 6/12 months, comparing the proposals with the current situation (AND I AM NOT SAYING a bus prop will be 100% right)
x %
2) From second group
How many of you somehow „compete“ with other PMs or other departments to get the necessary resources? – o.k. more than 50% ??)
How often have you reviewed you your own proposals? And compared current to your plan? If you hit the plan or have been better, how often did you tell your boss??
Whose proposals do you think – let them have 1:1 the same positive impact for your company, will the management listen to more carefully? Those, who have been proofed realistic?
O.k. - > I think you got it…
Slide 6 faktenbasierte Entscheidungsvorlagen - Story Line
How proposals are considered by Management – how much time they take for those
Are these fact based and market relevant? Are they sustainable?
Sustainable: Ask participants: Managers, head of, C-Level,… (Group 1), PMs (group2)
Group 1 Proposals reviewed?
Group 2: Proposals reviewed?
How often have you told your boss?
Who‘s proposal will be considered to be more reliable the next time? What do you think?
Details
How to create reliable proposals – more in a minute
Believe it or not, when I ran a 60 PM unit having also 10 UX and some intl. Product marketing folks, there was a process in place to get proposals signed off. An Approval Board meeting (good), where PMs where able to present their proposals.
Because 90% of the proposals were missing facts, have been (partially agile!) technical specifications rather than bus. Proposals to make a good decision on.
I have been bored after 5 lines… like anybody else, too…..so we had to change it
If you don‘t get the attention at the very beginning, you probably fail. More often you will also discuss details, as you brought them up.
Sustainable
1) Who is Head of a PM Team here in the audience??
2) Who is PM or PMM usually creating business proposals?
Out of first group?
Who experienced similar things?
Once a proposal has been signed of – how many of you take a look into the results after 6/12 months, comparing the proposals with the current situation (AND I AM NOT SAYING a bus prop will be 100% right)
x %
2) From second group
How many of you somehow „compete“ with other PMs or other departments to get the necessary resources? – o.k. more than 50% ??)
How often have you reviewed you your own proposals? And compared current to your plan? If you hit the plan or have been better, how often did you tell your boss??
Whose proposals do you think – let them have 1:1 the same positive impact for your company, will the management listen to more carefully? Those, who have been proofed realistic?
O.k. - > I think you got it…
Slide 6 faktenbasierte Entscheidungsvorlagen - Story Line
How proposals are considered by Management – how much time they take for those
Are these fact based and market relevant? Are they sustainable?
Sustainable: Ask participants: Managers, head of, C-Level,… (Group 1), PMs (group2)
Group 1 Proposals reviewed?
Group 2: Proposals reviewed?
How often have you told your boss?
Who‘s proposal will be considered to be more reliable the next time? What do you think?
Details
How to create reliable proposals – more in a minute
Believe it or not, when I ran a 60 PM unit having also 10 UX and some intl. Product marketing folks, there was a process in place to get proposals signed off. An Approval Board meeting (good), where PMs where able to present their proposals.
Because 90% of the proposals were missing facts, have been (partially agile!) technical specifications rather than bus. Proposals to make a good decision on.
I have been bored after 5 lines… like anybody else, too…..so we had to change it
If you don‘t get the attention at the very beginning, you probably fail. More often you will also discuss details, as you brought them up.
Sustainable
1) Who is Head of a PM Team here in the audience??
2) Who is PM or PMM usually creating business proposals?
Out of first group?
Who experienced similar things?
Once a proposal has been signed of – how many of you take a look into the results after 6/12 months, comparing the proposals with the current situation (AND I AM NOT SAYING a bus prop will be 100% right)
x %
2) From second group
How many of you somehow „compete“ with other PMs or other departments to get the necessary resources? – o.k. more than 50% ??)
How often have you reviewed you your own proposals? And compared current to your plan? If you hit the plan or have been better, how often did you tell your boss??
Whose proposals do you think – let them have 1:1 the same positive impact for your company, will the management listen to more carefully? Those, who have been proofed realistic?
O.k. - > I think you got it…
Slide 6 faktenbasierte Entscheidungsvorlagen - Story Line
How proposals are considered by Management – how much time they take for those
Are these fact based and market relevant? Are they sustainable?
Sustainable: Ask participants: Managers, head of, C-Level,… (Group 1), PMs (group2)
Group 1 Proposals reviewed?
Group 2: Proposals reviewed?
How often have you told your boss?
Who‘s proposal will be considered to be more reliable the next time? What do you think?
Details
How to create reliable proposals – more in a minute
Believe it or not, when I ran a 60 PM unit having also 10 UX and some intl. Product marketing folks, there was a process in place to get proposals signed off. An Approval Board meeting (good), where PMs where able to present their proposals.
Because 90% of the proposals were missing facts, have been (partially agile!) technical specifications rather than bus. Proposals to make a good decision on.
I have been bored after 5 lines… like anybody else, too…..so we had to change it
If you don‘t get the attention at the very beginning, you probably fail. More often you will also discuss details, as you brought them up.
Sustainable
1) Who is Head of a PM Team here in the audience??
2) Who is PM or PMM usually creating business proposals?
Out of first group?
Who experienced similar things?
Once a proposal has been signed of – how many of you take a look into the results after 6/12 months, comparing the proposals with the current situation (AND I AM NOT SAYING a bus prop will be 100% right)
x %
2) From second group
How many of you somehow „compete“ with other PMs or other departments to get the necessary resources? – o.k. more than 50% ??)
How often have you reviewed you your own proposals? And compared current to your plan? If you hit the plan or have been better, how often did you tell your boss??
Whose proposals do you think – let them have 1:1 the same positive impact for your company, will the management listen to more carefully? Those, who have been proofed realistic?
O.k. - > I think you got it…
Slide 7 – Ansehen erhöhen – Raus aus dem Büro - Story Line
Sales talks to near term revenue customers and prospects
YOU SHOULD talk to people covering the mid and long term „revenue“
Sales must not be in a position, telling you, you don‘t know what is going on out there in the field.
Details
Sales is talking to prospects and customers and focuses on current and near term revenue.
You should talk to lost customers, too, to understand the buying behavior, the reasons for deciding to use the competition or to not buy at all.
You should interview potential customers, no one is engaged with to understand the needs, decision process, the way how decisions are made and if there are more pressuring problems, the customer needs to solve, before investing into solutions like yours.
Sales: Many Product Managers are not able to discuss on the same level with sales, as they seldomly talk to customers and prospects – THAT HAS TO CHANGE – Sales must not be able to tell you „you don‘t know, what our customers really want“
Marketing: get them good relevant market problems, you have solved to be successful with messaging and marketing programs
Development: Explain them the market problems, don‘t tell them „just do it“ – explain the problems (stories) not just the feature request without any surrounding information
NEXT SLIDE
Slide 8 – Finanzzahlen verstehen – Story Line
Talk to financial lead to understand the key company KPIs (used internally and externally)
Animated product profitability: Each Workflow or Framework somewhere has the Task to check and analyze product profitability
Understand the market – talk to customers, „wins“ first, evaluators, potential customers AND customers, you lost projects
Use the insights won for future planning – do it regularly
Details
Talk to financial Lead of your company, have him explain the balance sheet, how to interpret the numbers, which impact
What is defined as margin, gross margin, EBIT margin, … - what is taken as „comparison“ for products.
Understand language and terminology
Which numbers are being looked at in detail, what is C-Level, board, etc. looking at most and why
Where to start, so many operational tasks to do, there is no time to talk to the customers
Slide 8 – Finanzzahlen verstehen – Story Line
Talk to financial lead to understand the key company KPIs (used internally and externally)
Animated product profitability: Each Workflow or Framework somewhere has the Task to check and analyze product profitability
Understand the market – talk to customers, „wins“ first, evaluators, potential customers AND customers, you lost projects
Use the insights won for future planning – do it regularly
Details
Talk to financial Lead of your company, have him explain the balance sheet, how to interpret the numbers, which impact
What is defined as margin, gross margin, EBIT margin, … - what is taken as „comparison“ for products.
Understand language and terminology
Which numbers are being looked at in detail, what is C-Level, board, etc. looking at most and why
Where to start, so many operational tasks to do, there is no time to talk to the customers
Slide 8 – Finanzzahlen verstehen – Story Line
Talk to financial lead to understand the key company KPIs (used internally and externally)
Animated product profitability: Each Workflow or Framework somewhere has the Task to check and analyze product profitability
Understand the market – talk to customers, „wins“ first, evaluators, potential customers AND customers, you lost projects
Use the insights won for future planning – do it regularly
Details
Talk to financial Lead of your company, have him explain the balance sheet, how to interpret the numbers, which impact
What is defined as margin, gross margin, EBIT margin, … - what is taken as „comparison“ for products.
Understand language and terminology
Which numbers are being looked at in detail, what is C-Level, board, etc. looking at most and why
Where to start, so many operational tasks to do, there is no time to talk to the customers
Slide 8 – Finanzzahlen verstehen – Story Line
Talk to financial lead to understand the key company KPIs (used internally and externally)
Animated product profitability: Each Workflow or Framework somewhere has the Task to check and analyze product profitability
Understand the market – talk to customers, „wins“ first, evaluators, potential customers AND customers, you lost projects
Use the insights won for future planning – do it regularly
Details
Talk to financial Lead of your company, have him explain the balance sheet, how to interpret the numbers, which impact
What is defined as margin, gross margin, EBIT margin, … - what is taken as „comparison“ for products.
Understand language and terminology
Which numbers are being looked at in detail, what is C-Level, board, etc. looking at most and why
Where to start, so many operational tasks to do, there is no time to talk to the customers
Slide 9 – Become a leader - Story Line
Become al Leader – a Product Leader
Animated: Vision – road to success – motivation: step by step where to go next, or show where we end up and how exciting the journey will be..
R. Covey statement -> Do you spend most of your time to increase efficiency in operations and daily operations „to climb ladder up?“ – or are you the one making sure the ladder is on the right side of the wall?
Get rid of „Cover my Ass“ mentality
Take responsibility and praise virtual team members for success, even if it was your strategy
Back teams up
Avoid escalation: Job descriptions contains „manager“
Involve teams, share , motivate => execution will me much easier + you will be seen as the expert & LEADER
Define roles not just during a launch – don‘t wait for others doing so, if not existing! (this is what Managers do ;-) )
Details
Become a Leader,
become a Product Leader of your product
You need administration this is as important as other jobs, BUT if you want to be the Product Manager, you need to become the Leader, teams want to follow…
Take them on the journey…
Vielen Dank für Ihre Anfrage! Ihre Bearbeitungsnummer lautet: SP-DE-20000001147
Consider the following:
You are Product Manager, and you think you have your plan. So you explain the developer exactly the next step, what to do!
Like the Co-Driver in the car, who explains his good friend where to go next…. As the driver knows the co-driver well, he started the journey with him…. He does not know where to go …
How do you feel driving for hours without knowing where you are going. … somehow uncomfortable aren‘t you?
WHAT IF: your co-driver let you know up front, where to go and what to expect at the end and during the journey?
Click --- like in the right picture… cool feeling during the drive with a nice and new car – not at the market yet…
And you will end up at your favorite place, a sea, empty beach …
Wouldn‘t that increase your motivation???
That is one of the differences between a manager (telling you how to drive efficiently to get somewhere) and a leader, telling you effectively where to drive
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
Stephen R. Covey quotes
And get rid of the „cover my ass“ mentality – in contrary:
Take responsibility, even if you think it is nor yours. Example: Development got stuck in too many requirements and just forgot one of the most important ones to finish, although discussed and agreed on. Don‘t blame them in front or back of management, take it once your „fault“ because of communication issue and plan that this will not happen again. That development team will back you and your team in future, too!
Don‘t escalate, where not necessary
You are carrying the word manager in your title => solve it, at least come up with 2-3 solutions
Once in a keynote, I said to the audience of Product Managers and Head of Product managers: „Most Product Managers don‘t deserve to use „Manager“ in their title… PMs were shocked, leader nodded… Thus become a real Manager, better a leader!
Involve teams and do at least a meeting twice a year, maybe quarterly. Collect all relevant KPIs from all teams upfront to share with everybody: Sales, Marketing, Support, Development. High Level Roadmap changes, no feature bla bla – vision and where we are. Use these meetings to align teams make them work together to help solve „process“ issues and processes, which not yet work. #
Slide 9 – Become a leader - Story Line
Become al Leader – a Product Leader
Animated: Vision – road to success – motivation: step by step where to go next, or show where we end up and how exciting the journey will be..
R. Covey statement -> Do you spend most of your time to increase efficiency in operations and daily operations „to climb ladder up?“ – or are you the one making sure the ladder is on the right side of the wall?
Get rid of „Cover my Ass“ mentality
Take responsibility and praise virtual team members for success, even if it was your strategy
Back teams up
Avoid escalation: Job descriptions contains „manager“
Involve teams, share , motivate => execution will me much easier + you will be seen as the expert & LEADER
Define roles not just during a launch – don‘t wait for others doing so, if not existing! (this is what Managers do ;-) )
Details
Become a Leader,
become a Product Leader of your product
You need administration this is as important as other jobs, BUT if you want to be the Product Manager, you need to become the Leader, teams want to follow…
Take them on the journey…
Vielen Dank für Ihre Anfrage! Ihre Bearbeitungsnummer lautet: SP-DE-20000001147
Consider the following:
You are Product Manager, and you think you have your plan. So you explain the developer exactly the next step, what to do!
Like the Co-Driver in the car, who explains his good friend where to go next…. As the driver knows the co-driver well, he started the journey with him…. He does not know where to go …
How do you feel driving for hours without knowing where you are going. … somehow uncomfortable aren‘t you?
WHAT IF: your co-driver let you know up front, where to go and what to expect at the end and during the journey?
Click --- like in the right picture… cool feeling during the drive with a nice and new car – not at the market yet…
And you will end up at your favorite place, a sea, empty beach …
Wouldn‘t that increase your motivation???
That is one of the differences between a manager (telling you how to drive efficiently to get somewhere) and a leader, telling you effectively where to drive
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
Stephen R. Covey quotes
And get rid of the „cover my ass“ mentality – in contrary:
Take responsibility, even if you think it is nor yours. Example: Development got stuck in too many requirements and just forgot one of the most important ones to finish, although discussed and agreed on. Don‘t blame them in front or back of management, take it once your „fault“ because of communication issue and plan that this will not happen again. That development team will back you and your team in future, too!
Don‘t escalate, where not necessary
You are carrying the word manager in your title => solve it, at least come up with 2-3 solutions
Once in a keynote, I said to the audience of Product Managers and Head of Product managers: „Most Product Managers don‘t deserve to use „Manager“ in their title… PMs were shocked, leader nodded… Thus become a real Manager, better a leader!
Involve teams and do at least a meeting twice a year, maybe quarterly. Collect all relevant KPIs from all teams upfront to share with everybody: Sales, Marketing, Support, Development. High Level Roadmap changes, no feature bla bla – vision and where we are. Use these meetings to align teams make them work together to help solve „process“ issues and processes, which not yet work. #
Slide 9 – Become a leader - Story Line
Become al Leader – a Product Leader
Animated: Vision – road to success – motivation: step by step where to go next, or show where we end up and how exciting the journey will be..
R. Covey statement -> Do you spend most of your time to increase efficiency in operations and daily operations „to climb ladder up?“ – or are you the one making sure the ladder is on the right side of the wall?
Get rid of „Cover my Ass“ mentality
Take responsibility and praise virtual team members for success, even if it was your strategy
Back teams up
Avoid escalation: Job descriptions contains „manager“
Involve teams, share , motivate => execution will me much easier + you will be seen as the expert & LEADER
Define roles not just during a launch – don‘t wait for others doing so, if not existing! (this is what Managers do ;-) )
Details
Become a Leader,
become a Product Leader of your product
You need administration this is as important as other jobs, BUT if you want to be the Product Manager, you need to become the Leader, teams want to follow…
Take them on the journey…
Vielen Dank für Ihre Anfrage! Ihre Bearbeitungsnummer lautet: SP-DE-20000001147
Consider the following:
You are Product Manager, and you think you have your plan. So you explain the developer exactly the next step, what to do!
Like the Co-Driver in the car, who explains his good friend where to go next…. As the driver knows the co-driver well, he started the journey with him…. He does not know where to go …
How do you feel driving for hours without knowing where you are going. … somehow uncomfortable aren‘t you?
WHAT IF: your co-driver let you know up front, where to go and what to expect at the end and during the journey?
Click --- like in the right picture… cool feeling during the drive with a nice and new car – not at the market yet…
And you will end up at your favorite place, a sea, empty beach …
Wouldn‘t that increase your motivation???
That is one of the differences between a manager (telling you how to drive efficiently to get somewhere) and a leader, telling you effectively where to drive
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
Stephen R. Covey quotes
And get rid of the „cover my ass“ mentality – in contrary:
Take responsibility, even if you think it is nor yours. Example: Development got stuck in too many requirements and just forgot one of the most important ones to finish, although discussed and agreed on. Don‘t blame them in front or back of management, take it once your „fault“ because of communication issue and plan that this will not happen again. That development team will back you and your team in future, too!
Don‘t escalate, where not necessary
You are carrying the word manager in your title => solve it, at least come up with 2-3 solutions
Once in a keynote, I said to the audience of Product Managers and Head of Product managers: „Most Product Managers don‘t deserve to use „Manager“ in their title… PMs were shocked, leader nodded… Thus become a real Manager, better a leader!
Involve teams and do at least a meeting twice a year, maybe quarterly. Collect all relevant KPIs from all teams upfront to share with everybody: Sales, Marketing, Support, Development. High Level Roadmap changes, no feature bla bla – vision and where we are. Use these meetings to align teams make them work together to help solve „process“ issues and processes, which not yet work. #
Slide 9 – Become a leader - Story Line
Become al Leader – a Product Leader
Animated: Vision – road to success – motivation: step by step where to go next, or show where we end up and how exciting the journey will be..
R. Covey statement -> Do you spend most of your time to increase efficiency in operations and daily operations „to climb ladder up?“ – or are you the one making sure the ladder is on the right side of the wall?
Get rid of „Cover my Ass“ mentality
Take responsibility and praise virtual team members for success, even if it was your strategy
Back teams up
Avoid escalation: Job descriptions contains „manager“
Involve teams, share , motivate => execution will me much easier + you will be seen as the expert & LEADER
Define roles not just during a launch – don‘t wait for others doing so, if not existing! (this is what Managers do ;-) )
Details
Become a Leader,
become a Product Leader of your product
You need administration this is as important as other jobs, BUT if you want to be the Product Manager, you need to become the Leader, teams want to follow…
Take them on the journey…
Vielen Dank für Ihre Anfrage! Ihre Bearbeitungsnummer lautet: SP-DE-20000001147
Consider the following:
You are Product Manager, and you think you have your plan. So you explain the developer exactly the next step, what to do!
Like the Co-Driver in the car, who explains his good friend where to go next…. As the driver knows the co-driver well, he started the journey with him…. He does not know where to go …
How do you feel driving for hours without knowing where you are going. … somehow uncomfortable aren‘t you?
WHAT IF: your co-driver let you know up front, where to go and what to expect at the end and during the journey?
Click --- like in the right picture… cool feeling during the drive with a nice and new car – not at the market yet…
And you will end up at your favorite place, a sea, empty beach …
Wouldn‘t that increase your motivation???
That is one of the differences between a manager (telling you how to drive efficiently to get somewhere) and a leader, telling you effectively where to drive
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
Stephen R. Covey quotes
And get rid of the „cover my ass“ mentality – in contrary:
Take responsibility, even if you think it is nor yours. Example: Development got stuck in too many requirements and just forgot one of the most important ones to finish, although discussed and agreed on. Don‘t blame them in front or back of management, take it once your „fault“ because of communication issue and plan that this will not happen again. That development team will back you and your team in future, too!
Don‘t escalate, where not necessary
You are carrying the word manager in your title => solve it, at least come up with 2-3 solutions
Once in a keynote, I said to the audience of Product Managers and Head of Product managers: „Most Product Managers don‘t deserve to use „Manager“ in their title… PMs were shocked, leader nodded… Thus become a real Manager, better a leader!
Involve teams and do at least a meeting twice a year, maybe quarterly. Collect all relevant KPIs from all teams upfront to share with everybody: Sales, Marketing, Support, Development. High Level Roadmap changes, no feature bla bla – vision and where we are. Use these meetings to align teams make them work together to help solve „process“ issues and processes, which not yet work. #
Slide 9 – Become a leader - Story Line
Become al Leader – a Product Leader
Animated: Vision – road to success – motivation: step by step where to go next, or show where we end up and how exciting the journey will be..
R. Covey statement -> Do you spend most of your time to increase efficiency in operations and daily operations „to climb ladder up?“ – or are you the one making sure the ladder is on the right side of the wall?
Get rid of „Cover my Ass“ mentality
Take responsibility and praise virtual team members for success, even if it was your strategy
Back teams up
Avoid escalation: Job descriptions contains „manager“
Involve teams, share , motivate => execution will me much easier + you will be seen as the expert & LEADER
Define roles not just during a launch – don‘t wait for others doing so, if not existing! (this is what Managers do ;-) )
Details
Become a Leader,
become a Product Leader of your product
You need administration this is as important as other jobs, BUT if you want to be the Product Manager, you need to become the Leader, teams want to follow…
Take them on the journey…
Vielen Dank für Ihre Anfrage! Ihre Bearbeitungsnummer lautet: SP-DE-20000001147
Consider the following:
You are Product Manager, and you think you have your plan. So you explain the developer exactly the next step, what to do!
Like the Co-Driver in the car, who explains his good friend where to go next…. As the driver knows the co-driver well, he started the journey with him…. He does not know where to go …
How do you feel driving for hours without knowing where you are going. … somehow uncomfortable aren‘t you?
WHAT IF: your co-driver let you know up front, where to go and what to expect at the end and during the journey?
Click --- like in the right picture… cool feeling during the drive with a nice and new car – not at the market yet…
And you will end up at your favorite place, a sea, empty beach …
Wouldn‘t that increase your motivation???
That is one of the differences between a manager (telling you how to drive efficiently to get somewhere) and a leader, telling you effectively where to drive
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
Stephen R. Covey quotes
And get rid of the „cover my ass“ mentality – in contrary:
Take responsibility, even if you think it is nor yours. Example: Development got stuck in too many requirements and just forgot one of the most important ones to finish, although discussed and agreed on. Don‘t blame them in front or back of management, take it once your „fault“ because of communication issue and plan that this will not happen again. That development team will back you and your team in future, too!
Don‘t escalate, where not necessary
You are carrying the word manager in your title => solve it, at least come up with 2-3 solutions
Once in a keynote, I said to the audience of Product Managers and Head of Product managers: „Most Product Managers don‘t deserve to use „Manager“ in their title… PMs were shocked, leader nodded… Thus become a real Manager, better a leader!
Involve teams and do at least a meeting twice a year, maybe quarterly. Collect all relevant KPIs from all teams upfront to share with everybody: Sales, Marketing, Support, Development. High Level Roadmap changes, no feature bla bla – vision and where we are. Use these meetings to align teams make them work together to help solve „process“ issues and processes, which not yet work. #
Slide 9 – Become a leader - Story Line
Become al Leader – a Product Leader
Animated: Vision – road to success – motivation: step by step where to go next, or show where we end up and how exciting the journey will be..
R. Covey statement -> Do you spend most of your time to increase efficiency in operations and daily operations „to climb ladder up?“ – or are you the one making sure the ladder is on the right side of the wall?
Get rid of „Cover my Ass“ mentality
Take responsibility and praise virtual team members for success, even if it was your strategy
Back teams up
Avoid escalation: Job descriptions contains „manager“
Involve teams, share , motivate => execution will me much easier + you will be seen as the expert & LEADER
Define roles not just during a launch – don‘t wait for others doing so, if not existing! (this is what Managers do ;-) )
Details
Become a Leader,
become a Product Leader of your product
You need administration this is as important as other jobs, BUT if you want to be the Product Manager, you need to become the Leader, teams want to follow…
Take them on the journey…
Vielen Dank für Ihre Anfrage! Ihre Bearbeitungsnummer lautet: SP-DE-20000001147
Consider the following:
You are Product Manager, and you think you have your plan. So you explain the developer exactly the next step, what to do!
Like the Co-Driver in the car, who explains his good friend where to go next…. As the driver knows the co-driver well, he started the journey with him…. He does not know where to go …
How do you feel driving for hours without knowing where you are going. … somehow uncomfortable aren‘t you?
WHAT IF: your co-driver let you know up front, where to go and what to expect at the end and during the journey?
Click --- like in the right picture… cool feeling during the drive with a nice and new car – not at the market yet…
And you will end up at your favorite place, a sea, empty beach …
Wouldn‘t that increase your motivation???
That is one of the differences between a manager (telling you how to drive efficiently to get somewhere) and a leader, telling you effectively where to drive
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
Stephen R. Covey quotes
And get rid of the „cover my ass“ mentality – in contrary:
Take responsibility, even if you think it is nor yours. Example: Development got stuck in too many requirements and just forgot one of the most important ones to finish, although discussed and agreed on. Don‘t blame them in front or back of management, take it once your „fault“ because of communication issue and plan that this will not happen again. That development team will back you and your team in future, too!
Don‘t escalate, where not necessary
You are carrying the word manager in your title => solve it, at least come up with 2-3 solutions
Once in a keynote, I said to the audience of Product Managers and Head of Product managers: „Most Product Managers don‘t deserve to use „Manager“ in their title… PMs were shocked, leader nodded… Thus become a real Manager, better a leader!
Involve teams and do at least a meeting twice a year, maybe quarterly. Collect all relevant KPIs from all teams upfront to share with everybody: Sales, Marketing, Support, Development. High Level Roadmap changes, no feature bla bla – vision and where we are. Use these meetings to align teams make them work together to help solve „process“ issues and processes, which not yet work. #