Product Management

Introduction
PGPEX2016

What is Product
Management?

What is Product
Management?

Product Management is Critical Link

in Value Creation

Old School Product

Management

Report to: Marketing

Output: Requirements Documents
Methodology: Waterfall
Product lifecycles: Years
Decision-Making: Opinion-Driven

Modern Product
Management

Report to: CEO

Output: Prototypes
Methodology: Agile
Product lifecycles: Weeks
Decision-Making: Data-Driven

Product Manager: Two Roles

Product Manager

Product Manager

Product Management Skills

Responsibilities:

Define the new product to be built

Secure the resources to build it
Manage its development, launch and ongoing improvement
Lead the cross-functional product team

Attributes:

Ability to influence and lead

Resilience and tolerance for ambiguity
Business judgment and market knowledge
Strong process skills and detail orientation
Fluency with technology and implications on product design,
business
Design/UX instincts

Mini CEO with none of the authority

Product Management Skills

(2)

Think Big
Simplify (Product Manager as Editor)
Prioritize
Forecast and Measure
Execute
Cross-functional leadership

Product Manager Job

Description

Product Manager Job

Description

What Product Managers Do?

Product Manager
Responsibilities

Product Manager
Responsibilities

Product Manager
Responsibilities

Technical Side of the Product

Manager

A Product Managers Potential

media department
Interactions Agency
Company media department

Suppliers

Manufacturing and
distribution

Trade
Suppliers

Advertising
agency

Media sales reps

Media

Research
and
development

Promotion
services

Packagin
g

Product
manager

Legal

Purchasin
g

Fiscal
Market
research
Research
suppliers

Premium
suppliers
Premium
screening Store
testing Sampling
Couponing

Publicity
Sales
Trade

Designers
Researchers

Suppliers

Product Marketer Job Description

Product Marketer Job

Description

Product Marketer
Responsibilities

Product Marketer
Responsibilities

A Product Marketing Manager!

Product Strategy Leader!

Product Manager Vs Product

Marketer

Success Factors

Product-Focused Structure
Head of
company/division

Manufacturing

Marketing

Finance

Marketing
Research

Product
management

Support

Manager of
product A

Manager of
product B

Manager of
product C

Corporate
communications

Adobe Systems Marketing

Organization
Product
Development
& Marketing

Product
Marketing
- Specification
- Positioning
- Pricing
- Spokesperson
Internal & External
- Promotions
- Advertising
- Product Strategy
- Product Analysis
- Anything Cross
Functional
- Keep communication
flow going

Marketing
- Cross Product Programs
- Road Shows
- Seminars
- Third Party promotions
- Events
- Creative Services

Sales

Channel
Merchandising
- Channel Promotions
- Channel Advertising
- Coop Advertising

Corporate
Communications

Public
Relations
- Organize Press Tours
- Press Communications
- Editorial Opportunities

Trade
Shows
- Trade Shows

GMs New Organizational Structure

Ron Zarrella
VP & group executive, North American Operations

John Middlebrook
VP & GM, vehicle
brand marketing

Phil Guarascio
VP & GM, advertising & corp. mktg.

John Middlebrook
Support staff group
directors

Regional general
manager(s)

Division marketing
general managers (6)

Brand teams

Roy Roberts
VP & GM, field sales
service & parts

Brand services
managers

Regional
support
manager

Service parts
organization

Regional
divisional
marketing
manager

Regional
service
manager

Marketing area
managers

Area sales
manager

Area service manager

William Lovejoy VP
& GM, service parts
operations

Area parts
manager

Regional
parts
manager

Market-Focused Organization
Head of the
company/division

Manufacturing

Manager, market
A

Marketing

Manager, market
B

Finance

Manager, market
C

Corporate
communications

Marketing Organization: Regional

Bell Operating Company
Vice president, marketing

Assistant vice president,

consumer marketing

Assistant vice president,

business marketing

Assistant vice president,

interindustry marketing

Product management

Marketing planning and

product development

Carrier marketing

Operations and sales

Product management

Operator services

Customer billing

Operations

Revenue and
market forecasting

Directory products

Functionally-Focused Organization
Head of the
company/division

Manufacturing

Marketing

Product
marketing

Advertising

Finance

Sales
promotion

Corporate
communications

Marketing
research

Marketing Organization: Toy

Manufacturer
Vice president,
marketing

Marketing
support
Advertising and
public relations

Publications

Consumer
administration

Merchandising

Restructuring the Adaptive

Marketing Organization
Chief Marketing Officer

VP, Customer
Management

Director,
Research

Director,
Cohort 1

VP, Marketing
Technology

Director,
Cohort 2

Director, Marketing
Asset Management

Director,
Customer Service
Systems

VP, Experience
Design

Director,
Creative
Development

Director,
Marketing Delivery
Systems

Director,
Multimedia
Production

Director,
Customer
Database

Changes Affecting Product

Management

The Web
Data explosion
Increased emphasis of brands
Changes in the balance of market
power
Increased importance of customer
retention programs
Increased global competition