General presentation on the realities of product management and in general marketing for technology folk.

1. Dancing for Revenue
A Product Management Conceptualization
www.spatiallyrelevant.org

2. You Just Got the PM Gig!
It looks easy, it’s just requirements. You know the
product. These people trust you, you dress well……

3. Your Technology Rocks!

4. You’ve prepared for the dance
You surfed the web – Wikipedia, PDMA.org, Pragmatic
Marketing. You read blogs and you read 3 Seth Godin
books really fast. You even took contract law as an
undergrad!

5. Knowing the steps, while helpful
doesn’t mean you have the lead. Everyone ELSE has the
big ideas too and change in tempo freaks people out.

6. Gross Margin?
EBITDA, Customer Sat, Win rates and reports?

7. So you think you can dance?
Ultimately you need to develop a choreography which aligns the
organization to deliver revenue and profit for your product. The dance
is about synching the tempo of the organization, mapping to the beat
of the market and ensuring you hit your position.

8. Know Organizational Tempo
Capacity constraints, skill gaps and
likes vary from group to group.

9. the market beat
Competitors, personas, wins, losses and customers
colliding and dodging.

10. Some markets like to polka

11. some markets like primus

12. positional awareness
• Product
• Performance Metrics
• Research
• Competitive news
• Communicate
• Decisions
• Drivers
• Needs
• Collaborate
• Strategy
• Priorities

13. not every move is perfect

14. The Product Dance
• The tempo consistently changes
• Organizational inertia
• Market changes
• Documented, communicate and synch the choreography
• Explain the linkages of tactics to strategy
• Communicate the facts
• Identify and communicate the hard steps
• You don’t always have to have the lead
• Have a little fun

15. credits…
…thanks
http://flickr.com/photos/smb_flickr/2284434844/sizes/sq/
http://flickr.com/photos/johncohen/152850884/sizes/sq/
http://flickr.com/photos/ventriloblog/291257511/sizes/sq/
http://flickr.com/photos/staciesphotos/3229601924/
http://flickr.com/photos/jonathanm71/1744741680/sizes/sq/
http://flickr.
http://flickr.com/photos/somesay/424344524/sizes/sq/
http://flickr.com/photos/ktelqueen/359044905/
com/photo
http://flickr.com/photos/whatbettertime/27776303/
http://flickr.com/photos/sharynmorrow/48280894/sizes/sq/
s/elettra/4
http://flickr.com/photos/8147452@N05/2362890966/sizes/sq/
58548028/
http://flickr.com/photos/sharynmorrow/55964704/sizes/sq/in/set-78331/

16. Dancing for Revenue
A Product Management Conceptualization
www.spatiallyrelevant.org