Entries Tagged 'Marketing' ↓

What is the best way to bring teams together to have a common view of product direction? In this episode Michael discusses this topics with Steven Haines, author of the book The Product Manager’s Desk Reference and president of Sequent Learning Networks. Product managers need to understand the importance of managing products as if they were their own business within the company. The mindset of a product management professional within the company — the “CEO or general manager” of the product — is key to the long-term success of the products and the company.

Steven provides astute advice to help product managers and product marketers foster relationships with their teams and customers. He provides insight to help you stay “market focused” in your work and earn credibility with coworkers:

1. Understand that people on different teams might see (or understand) things differently than others, including you as the product manager. Remember that different views can push you to increase the value of your products.
2. You — the product manager — have the responsibility to understand prevailing views (from executives, sales, marketing, engineering, etc.) of your products.
3. As the product manager, you need to work with the groups to assure they come to a common view of product direction. You must not dictate what will happen but help them understand what will make the products successful and get their buy-in.

Steven and Michael discuss other topics such as finding the right mentors and advisors, strategic vs. tactical planning and building the product management community. Steven also highlights key takeaways from his book.

 

 20091221-stevehaines.mp3 [30:50m]: Play Now | Play in Popup | Download

How do companies best respond to changes in their markets? According to Scott Sehlhorst, agile is the key. Agile is not only a better way to develop products, but also a foundation for companies to develop a DNA that responds rapidly to changes in their markets. In this episode, Michael and Scott discuss how agile product management sets the foundation for more than just sound software development: it increases a business’ ability to adapt to changing conditions and helps the sales team react quickly to change.

Scott and Michael also discuss the importance of understanding the conversation ecosystem - the world where attention, permission and trust drive customer engagement. Gaining a deep understanding of the conversations people are having about your products is vital for success in today’s economy. They also discuss outside-in vs. inside-out software development. Focus on the problems being solved and for whom they are being solved, and use that information to identify other problems those people are facing. That will potentially open up a new world of opportunity.

You can read more about agile product management, the conversation ecosystem and other great topics on Scott’s blog Tyner Blain.

 

 20090930-scottsehlhorst.mp3 [31:21m]: Play Now | Play in Popup | Download

What is needed to make your products successful? That is one of the topics covered in the high-spirited discussion with The Cranky Product Manager (a.k.a. CPM). In this interview Michael talks with the CPM about several interesting topics. Although the CPM writes and talks in third person, she has a wealth of knowledge about product management and marketing.

Michael and the CPM discuss four key areas of product management:

• PMs are “the product entrepreneurs” within the company
• It doesn’t matter where PMs report in their organization
• The “sales droids” are important to your organization; CPM said: “I love sales”
• Product management is a leadership role in your organization.

The Cranky PM knows how to make PM fun and will keep you engaged (even if the voice you hear is not quite here own). Take a listen and let us know what you think.

 

 The Cranky Product Manager [31:19m]: Play Now | Play in Popup | Download

Understanding business objectives is key to successful product management. In this episode Michael discusses business-driven product management with Peter Hanschke. Peter talks about the importance of aligning product strategy with company goals and objectives. To do this effectively product managers need to balance the needs of different teams and communicate effectively. Peter describes the three key business objectives for product managers as follows:

• Market expansion: Expanding into new markets and growing your presence in existing markets
• Customer satisfaction: Assuring customers have a positive experience with your products
• Technology innovation: Taking time to keep up with your existing technology (e.g. new database version) and using new technology (e.g. social networking tools)

Michael and Peter wrap up their discussion with the benefits of focusing on the business objectives.

You can read more about business-driven PM on Peter’s site at Ateala.com.

 

 Peter Hanschke [32:47m]: Play Now | Play in Popup | Download

Delivering products to market in a way that delights customers is an important role of product marketing managers. In this episode Michael talks with Dave Daniels about the key role of product marketing manager. Dave discusses the roles of product manager and product marketing manager and how they can work together effectively to help their products succeed.

Dave and Michael discuss the following important trends for product marketing managers:

• They need to figure out how to sell what they already have
• They demonstrate how their product(s) will help sales people meet their quota
• They refresh/reposition products when necessary.

Dave also gives you what he considers the most important tool for product marketing managers.

You can follow Dave on Twitter and read more about product marketing and product launches on his blog Launch Clinic.

 

 20090423-davedaniels [31:57m]: Play Now | Play in Popup | Download

Understanding your market(s) is one of the most important jobs of a product manager. In this episode of the Product Management Pulse Michael talks with Jim Holland, the man bringing sense to Market Sensing. Jim discusses the importance of understanding your markets to do better validation and make better decisions. Both internal and external communication is key for product managers to to succeed.

Jim and Michael discuss the social aspects of product management. New technologies such as Twitter and Facebook give product managers a new reach to customers; it also gives customers and prospects an inbound route to communicate directly with product managers.

Finally, Jim tells a great story about “the name on the building.” Every product manager needs to hear this story.

You can connect with Jim on Twitter to keep up with all the latest in market sensing and product management.

 

 Standard Podcast [30:05m]: Play Now | Play in Popup | Download

Successful product managers understand the need to work effectively with the people in other parts of the organization. In this episode of the Product Management Pulse Michael talks with Saeed Khan about the six characteristics of great product managers:

• Don’t just sound smart; act smart and be smart
• Be technical without becoming a technologist
• “Spidey-sense” instincts are good; hard data is way better
• The 4 Cs of Leadership: credibility, commitment, communication and courage
• Be an integrator, translator and communicator; don’t be a terminator
• Own the product from conception to completion and beyond

Saeed and Michael also discuss the need for product managers to have a business mindset.

Saeed writes with two friends at the popular blog On Product Management.

 

 Six Characteristics of Product Managers [30:09m]: Play Now | Play in Popup | Download