Keynote address for pcamp msp

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ProductCamp Minnesota

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All The Responsibility But No
Authority. Get Over It And
Lead!
Tom Evans
@compellingpm
Copyright 2013. The Lûcrum Group, Inc.

Challenge
Responsibility for products success, but no
authority over those that help us achieve that.
• We can’t hire & fire
• Limited budget authority

Copyright 2013. The Lûcrum Group, Inc.

Types of Authority
• Given Authority
– Based upon title or position

• Earned Authority
– Based upon establishing respect &
credibility
– Based upon what we do and say
– Enables us to use influence
Copyright 2013. The Lûcrum Group, Inc.

Who Would You Prefer to Work With?
A. Someone with given authority, but not
earned authority?
B. Someone that has established earned
authority, but has not given authority?

Copyright 2013. The Lûcrum Group, Inc.

PM as the Quarterback
• Leads through trust of the team (Earned)
• Good decision making
• Calls the plays

Copyright 2013. The Lûcrum Group, Inc.

Poll Question
1. How many think their executive team
understands the role of Product
Management/Product Marketing?
2. How many of you have been through formal
Product Management/Product Marketing
training?

Copyright 2013. The Lûcrum Group, Inc.

HOW DO WE DEVELOP
EARNED AUTHORITY?

Copyright 2013. The Lûcrum Group, Inc.

Developing Earned Authority
1.
2.
3.
4.
5.

Be a student of the game
Game preparation (Market Expertise)
Create great relationships
Know the dynamics of the business
Discover points of real influence

Copyright 2013. The Lûcrum Group, Inc.

Be a Student of the Game

Copyright 2013. The Lûcrum Group, Inc.

How to Be a Student of the Game
•
•
•
•

Develop your core knowledge &skills
Continual learning
Coaching/Mentoring
Validate your skills/knowledge

Copyright 2013. The Lûcrum Group, Inc.

How to Be a Student of the Game
•
•
•
•
•
•

Formal training
Read books
Attend webinars
Learn from others
Share your knowledge
PM/PMM Certifications
Copyright 2013. The Lûcrum Group, Inc.

Game Preparation

Copyright 2013. The Lûcrum Group, Inc.

Game Preparation

The best PMs are market experts!

Copyright 2013. The Lûcrum Group, Inc.

Who Cares?
•
•
•
•
•

Engineering
Sales Team
Marketing
Management
Customers

Copyright 2013. The Lûcrum Group, Inc.

How to Develop Market Expertise
• Time with the market
– Customer visits
– Online communities
– Win/loss
– Advisory committees, user groups
– Occasional sales call

• Speak more with the market than anyone
else!
Copyright 2013. The Lûcrum Group, Inc.

More Market Expertise
•
•
•
•
•

Speak with partners
Market facing personnel
Industry news
Network in the industry
Competitive Analysis

Copyright 2013. The Lûcrum Group, Inc.

Share the Vision!
• Based upon market evidence!

Copyright 2013. The Lûcrum Group, Inc.

Great Relationships

Copyright 2013. The Lûcrum Group, Inc.

Key Constituents
It's not just about how they can help you
succeed, but how you can help them
succeed and do their job better.

Copyright 2013. The Lûcrum Group, Inc.

Professionalism
Unreliability - #1 career-limiting habit.
• Be prepared and on-time
• Keep your commitments
• Communicate - clearly

Copyright 2013. The Lûcrum Group, Inc.

Respect
• Understand and respect other’s jobs
• Don’t tell others how to do their jobs

Copyright 2013. The Lûcrum Group, Inc.

Dynamics of the Business

Copyright 2013. The Lûcrum Group, Inc.

Address Real Business Issues
•
•
•
•
•

Business strategy
Business objectives
Key drivers of profitability & growth
Core competencies
Impact on other parts of organization
Copyright 2013. The Lûcrum Group, Inc.

Points of Influence

Copyright 2013. The Lûcrum Group, Inc.

Circles of Influence- Internal
•
•
•
•
•

Who influences what decisions?
Who is invited to make decisions?
Who has finger on pulse of company?
Get their insights
How do you become valuable to them?

Copyright 2013. The Lûcrum Group, Inc.

Circles of Influence - Market
•
•
•
•
•

Key customers
Industry though leaders
Industry connectors
Get their insights
Provide value to them

Copyright 2013. The Lûcrum Group, Inc.

Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com

Copyright 2013. The Lûcrum Group, Inc.

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Too often, those of us in the product marketing role are not doing enough to help our sales team or sales channel be successful. Our typical approach to helping is to provide a new salesperson with some marketing collateral and a product presentation and then wish them luck as they look for prospects and try to close deals with anyone that listens. This approach is sufficient for the star salespeople as they intuitively know how to talk with the right potential buyers about their problems and then show these buyers how to solve these problems with their products or services. But unfortunately, this only represents about 20% of salespeople. The other 80% of sales people need more training and coaching to be successful and we as product marketers need to help them be successful. This is the process of “Sales Enablement”. What happens when we don’t engage in the sales enablement process? Sales people pursue opportunities that don’t fit well with your solution, speak with the prospects that aren’t really decision makers, sell solutions that you don’t really have and the list can go on. But the overall resulting impact is wasted time and effort in pursuing the wrong opportunities, confusion in the market place and poor sales results. In this webinar, you’ll learn how to create a Sales Enablement program that will make your sales channel significantly more productive and close better deals faster for your products. In this webinar, you’ll learn: Why the typical approach to enabling sales doesn’t work. The key goals of a successful Sales Enablement program. The core tools you need to develop to effectively enable your sales channel. Best practices to make sure the Sales Enablement program is effectively implemented.

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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

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According to the American Marketing Association (AMA), "Up to 90% of collateral created by marketing is never used by sales." That is an astounding statistic which should be a wakeup call to those of us in Product Marketing that we need to be doing something different. Most of the time, sales doesn't use our tools because the tools are ineffective, and the reasons for this include: - Too many companies create a standard checklist of marketing and sales tools based upon what someone used in a past company, without any consideration as to what is really needed in this company. - Too much content is about the company and their products with little discussion about the buyers and users and what they need. About the Speaker: Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certiﬁcation: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

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3. Types of Authority • Given Authority – Based upon title or position • Earned Authority – Based upon establishing respect & credibility – Based upon what we do and say – Enables us to use influence Copyright 2013. The Lûcrum Group, Inc.

4. Who Would You Prefer to Work With? A. Someone with given authority, but not earned authority? B. Someone that has established earned authority, but has not given authority? Copyright 2013. The Lûcrum Group, Inc.

6. Poll Question 1. How many think their executive team understands the role of Product Management/Product Marketing? 2. How many of you have been through formal Product Management/Product Marketing training? Copyright 2013. The Lûcrum Group, Inc.

8. Developing Earned Authority 1. 2. 3. 4. 5. Be a student of the game Game preparation (Market Expertise) Create great relationships Know the dynamics of the business Discover points of real influence Copyright 2013. The Lûcrum Group, Inc.

17. How to Develop Market Expertise • Time with the market – Customer visits – Online communities – Win/loss – Advisory committees, user groups – Occasional sales call • Speak more with the market than anyone else! Copyright 2013. The Lûcrum Group, Inc.

21. Great Working Relationships

26. Address Real Business Issues • • • • • Business strategy Business objectives Key drivers of profitability & growth Core competencies Impact on other parts of organization Copyright 2013. The Lûcrum Group, Inc.

28. Circles of Influence- Internal • • • • • Who influences what decisions? Who is invited to make decisions? Who has finger on pulse of company? Get their insights How do you become valuable to them? Copyright 2013. The Lûcrum Group, Inc.

30. Developing Earned Authority 1. 2. 3. 4. 5. Be a student of the game Game preparation (Market Expertise) Create great relationships Know the dynamics of the business Discover points of real influence Copyright 2013. The Lûcrum Group, Inc.

31. Questions?

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