This presentation covers key tenets of B2B product management for both on-prem & SaaS products. It covers the different functions and deliverables a product manager has to take care of during the product life cycle.

1. Product Management in B2B
Ashish Gupta
Product Manager & Software Engineer

2. Some Background
6+ years of B2B product
management

3. Two Different B2B Paradigms
Old (On-prem) New (SaaS)

4. What do product managers do?
Strategy Planning Execution Marketing
Inbound
Outbound

5. Strategy
1. Target user
2. Value proposition
3. Differentiation
4. Customer acquisition
5. Monetization
6. KPIs
Strategy is iterative in nature.

6. Strategy
TARGET USER Server/Backup
Admin
Ease of use
Features
Cost savings
IT Director
Risk mitigation
Cost savings
Visibility
CIO
Cloud transformation
M&A integration
ROI
Security & Compliance
1

7. Strategy
VALUE
PROPOSITION
What we solve? How we solve?
Problem you are
solving
Product Features
2
Vs.

8. Strategy
DIFFERENTIATION
Product 10X
better than other
alternatives
3

9. Strategy
CUSTOMER
ACQUISITION
4 Direct Sales Channel PartnerVs.
Distributor Reseller

10. Strategy
MONETIZATION
5 Perpetual Pay as you GoVs.
Per GB/month
Per User/month
Per Instance/month

11. Strategy
KPIs
D E A L E R
Demand Efficiency Acquisition Leverage Expansion Retention
# Leads
# Meetings
# Opportunities
Impressions
Website Traffic
Pipeline
Cost Per Lead
Conversion Ratios
Opportunities Age
Unit Economics
Quota Attainment
6 ARPU
Channel
International
% Cross sell
% Upsell
Churn
NPS
CSAT
Marketing
Sales
Support

12. Planning
Requirement Definition
Wireframes
Mockups
Prototypes

13. Requirement Definition
MRD  PRD Feature brief/ PRFAQ
On-prem SaaS
*MRD – Marketing Requirements Document, PRD – Product Requirements Document, PRFAQ – Press Release/ Frequently Asked Questions

14. User Experience
Afterthought Integral part
On-prem SaaS

15. Execution
On-prem SaaS
3-6 months 1-2 weeks

16. Marketing
TRADE SHOWS/
EVENTS
WEB MARKETING
SALES SUPPORT
TOOLS
PUBLIC RELATIONS/
ANALYST/ PRESS
CHANNEL/ PARTNER
MARKETING
e.g. TCO/ ROI
Calculator
DIRECT
MARKETING

17. Collaterals
Customer
presentation
Sales
Presentation
TekTalk
Solutions Brief
Datasheet
Green Zone
Door Opener
TCO/ROI
Calculator
Whitepaper Whiteboard
selling
Sales Guide
Pre-Sales
Presentation
Design Guide
Customer
References
Competitive
Battlecard
Launch
Webinar
Sales Webinar
Training Road
show
Lunch-n-Learn
Hands-on Lab
Channel Value
Proposition
On-prem SaaS
Customer
presentation
Competitive
Battlecard
TCO/ROI
Calculator
Sales Guide
Documentation Heavy Documentation Light
Customer
References

18. Last Bit of Advice
Keep reinventing yourself every 5 years (for the better).
- Alok Kejriwal (Rodinhood)

19. References
• The Art of Product Management – Sachin Rekhi
• Rodinhood life lessons – Alok Kejriwal

20. Questions?