product ownership @ rd summit 2015
TRANSCRIPT
UsersFundadores & Usuários
Estratégia
TecnologiaMarketing
Users
Estratégia
TecnologiaMarketing
CEO Visão
Estratégia
CTO Tecnologia
P&D
CMO Marketing
Vendas
Produto
Users
Estratégia
TecnologiaMarketing
CEO Visão
Estratégia
CTO Tecnologia
P&D
CMO Marketing
Vendas
Produto
Users
Estratégia
TecnologiaMarketing
CEO Visão
Estratégia
CTO Tecnologia
P&D
CMO Marketing
Vendas
ROI
$$
$$
$ $ $$
$$ $
$ $$
$ $
$
Por que?
Por que?
46% dos recursos alocados para
novos produtosé gasto em
produtos que falham!
Product Manager?
Business
Technical
Stra
teg
icT
actical
Business
Technical
Stra
teg
icT
actical
Market Problems
Win/Loss Analysis
Distinctive Competence
Competitive Landscape
Technology Assessment
Sales Process
Collateral Material
Sales Tools
Channel Training
Presentations & Demos
Specials Calls
Events Support
Channel Support
Market Definition
Distribution Strategy
Product Portfolio
Product Roadmap
Technology Roadmap
Strategy Definition
Business Model & Pricing
Buy, Build or Partner
Product Profitability
Innovation
Security
Business Plan
Buying Process
Buyer Personas
User Personas
Requirements Epics & Stories
Use Scenarios
Status Dashboard
Positioning
Customer Acquisition
Customer Retention
Customer Success
Launch Plan
Thought Leadership
Lead Generation
Referrals & Viral Loops
Marketing Plan
Business
Technical
Stra
teg
icT
actical
Product Manager
x
Growth Hacker
Product Manager
x
Growth Hacker
Satisfaction Retention ROI
Product Manager
x
Growth Hacker
Satisfaction Retention ROI
Distribution Growth ROI
Product Manager
x
Product Owner
Product Manager
x
Product Owner
Strategy Demands ROI
Product Manager
x
Product Owner
Strategy Demands ROI
Tactics Delivery ROI
GOOD BAD
UGLYT
HE
TH
E
AN
D T
HE
GOODTH
E
"Good product managers know the market, the product, the product line, and the competition extremely well and operate from a strong basis of knowledge and confidence. A good product manager is the CEO of the product. Good product managers take full responsibility and measure themselves in terms of the success of the product."
GOODTH
E
"They are responsible for right product/right time and all that entails. A good product manager knows the context going in (the company, our revenue funding, competition, etc.), and they take responsibility for devising and executing a winning plan (no excuses)."
BADTH
E
"Bad product managers have lots of excuses. Not enough funding, the engineering manager is an idiot, Microsoft has ten times as many engineers working on it, I’m overworked, I don’t get enough direction. Our CEO doesn’t make these kinds of excuses and neither should the CEO of a product."
GOODTH
E
"Good product managers don’t get all of their time sucked up by the various organizations that must work together to deliver the right product at the right time. They don’t take all the product team minutes; they don’t project manage the various functions; they are not gofers for engineering. They are not part of the product team; they manage the product team. Engineering teams don’t consider good product managers a “marketing resource.” Good product managers are the marketing counterparts to the engineering manager."
GOODTH
E
"Good product managers create collateral, FAQs, presentations, and white papers that can be leveraged by salespeople, marketing people, and executives. Good product managers anticipate the serious product flaws and build real solutions." "
BADTH
E
"Bad product managers complain that they spend all day answering questions for the sales force and are swamped. Bad product managers put out fires all day."
GOODTH
E
"Good product managers focus the team on revenue and customers. Good product managers define good products that can be executed with a strong effort." "
UGLYAN
D T
HE
ReferênciasLinks • http://www.pragmaticmarketing.com//resources/the-strategic-role-of-
product-management-when-development-goes-agile • http://www.pragmaticmarketing.com//resources/the-mythical-product-
owner • http://brodzinski.com/2011/12/product-owner-product-ownership.html • http://www.slideshare.net/Enthiosys/pm-and-po-at-agile-bazaar?
qid=af5add89-77f5-47b1-ad11-e67f9142a7a2&v=qf1&b=&from_search=1 • http://web.stanford.edu/class/e140/e140a/handouts/ProductMgmt.txt
Livros
http://www.amazon.com/gp/product/B00DQ845EA?btkr=1http://www.amazon.com/gp/product/B001AQ95UY?btkr=1
Valeu!Manoel Lemos [email protected]