We all know that Product Management is a critical strategic function in companies. However, sometimes our executives don’t know or understand this and don’t support Product Management on an ongoing basis. In fact, in a survey conducted by the 280 Group, 75% of respondents said that executives at their company don’t have an understanding of what Product Management does. In this webcast we’ll discuss how to evangelize Product Management to executives and others throughout your company. We’ll present strategies and tactics for educating the most important constituents, making sure they know “what’s in it for them” by supporting Product Management and increasing the overall influence of Product Managers. In this webinar you’ll identify which stakeholders are most important to get on your side and be provided with a presentation and planning template to DRAMATICALLY increase the support for Product Management in your company! Join Brian Lawley, CEO and Founder of the 280 Group, the world’s leading Product Management and Product Marketing consulting and training firm, for this webinar. Brian is a Certified Product Manager, Certified Product Marketing Manager and an Agile Certified Product Manager. He is the author of five bestselling Product Management books, former President of the Silicon Valley Product Management Association and is the recipient of the AIPMM Excellence in Product Management Thought Leadership Award.

1. © 2016 280 Group LLC. 1
AIPMM Webinar Series
Getting Executives and Stakeholders to
Support Product Management

2. © 2016 280 Group LLC. 2
Follow: @AIPMM
Use: #AIPMM
#ProdBOK
#the280group
Let’sTweet!

3. © 2016 280 Group LLC. 3
During the Webinar
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

4. © 2016 280 Group LLC. 4
Product Management Body Of
Knowledge
One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

5. © 2016 280 Group LLC. 5
“Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white
mug
made in the USA!!!

6. © 2016 280 Group LLC. 6
AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

7. © 2016 280 Group LLC. 7
Brian Lawley
CEO & Founder, 280 Group, LLC
Our Speaker

8. © 2016 280 Group LLC. 8
About The PM Challenges Survey…
Download the report: go.280group.com/challenges-aipmm
Download your copy at:
go.280group.com/challenges-aipmm

9. © 2016 280 Group LLC. 9
• About the 280 Group
• The Challenge
• Five Strategies to Apply
• Building a Plan to DRAMATICALLY
increase support for PM
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

10. © 2016 280 Group LLC. 10
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our Optimal
Product Process™ framework.
Mission
Download the report: go.280group.com/challenges-aipmm

11. © 2016 280 Group LLC. 11
Product Management Maturity Scale
Download the report: go.280group.com/challenges-aipmm

12. © 2016 280 Group LLC. 12
280 Group Optimal Product Process™
Download the report: go.280group.com/challenges-aipmm
Approval to fund
business planning
Approval to fund
development
Product ready
for field testing
Product and
organization ready
On-going
marketing ready
New version or
retire completely
Marketing Plan End of Life PlanLaunch Plan
Beta Plan
Market Strategy Document
Roadmap Document
Product Description Document
Market Needs Document
Business Case Document
PM + Engineering (Agile,Hybrid,Waterfall)
PlanConceive Qualify
Run Beta/Pilot
program
Finish launch
plan
Release product,
gather feedback
Finish marketing
plan
Discover
opportunities
Develop Launch Maximize
Validate product/
market fit
Create roadmap
and strategy
Finish business
plans
Solidify
develop plans
Finish beta plan Support sales
Communicate
EOL
Retire
Plan sunset
or replacement
Perform
post mortem
Deliver final
documents
Plan EOL and
next release
Develop preliminary
documents
Perform post
mortem
Test messaging
and positioning
Final
feature list
Run/monitor
marketing
Phases and
Activities
Exit Criteria
Marketing
Product
Product
Management
EXECUTIONSTRATEGY
The OPP framework is completely customizable and
flexible, making it easily adopted by any company
regardless of size, maturity, or development methodology.
Development – Agile, Hybrid,Waterfall
Documentation – None, Lightweight, Formal
Maturity – Startup, Small/Medium, Enterprise
Optimal Product Process™
(OPP)
Optimal Product Process Methodology © 280 Group, 2011-2014
Source: Conceive to Retire from AIPMM Product Management Body of Knowledge®
(ProdBOK®
)
Optimizing Product Management™

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• Assessments & Custom Optimization Plans
• Consulting & Contractors
• Training
• Coaching
• Certifications
• Templates
• Recruiting
Comprehensive Solutions for Organizations
Download the report: go.280group.com/challenges-aipmm

14. © 2016 280 Group LLC. 14
• Training
• Certifications
• Templates
• Books
• Coaching
Individuals: Solutions for Every Career Phase
Download the report: go.280group.com/challenges-aipmm

15. © 2016 280 Group LLC. 15
• Two day foundation course
• Based on best-selling book
• Agile Certified Product Manager and Product
Owner exam
• Covers:
– All Certified Product Owner content
– Business Strategy
– Agile Product Management
– Agile methodologies: Scrum, XP, Kanban – and Hybrid
– Influencing and inspiring Agile teams
Agile Product Management and Product Ownership Excellence
Download the report: go.280group.com/challenges-aipmm

16. © 2016 280 Group LLC. 16
• About the 280 Group
• The Challenge
• Five Strategies to Apply
• Building a Plan to DRAMATICALLY
increase support for PM
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

17. © 2016 280 Group LLC. 17
The Challenge?
Executives and other stakeholders don’t understand
what Product Management is and why it is so critical to
a company’s long-term success
Download the report: go.280group.com/challenges-aipmm

18. © 2016 280 Group LLC. 18
The Data
Source: 280 Group LinkedIn Survey
Download the report: go.280group.com/challenges-aipmm

19. © 2016 280 Group LLC. 19
If Not Product Management, Who?
Product
Management
Sales
Customers
Support
Channel
Operations
Executives
Partners
Engineering
Marketing
Press/Analysts

20. © 2016 280 Group LLC. 20
Without Great Product Management…
• Products are not as successful as they could be
• Lower revenues and profitability
• Resources are wasted working on products that the
market does not want and/or that are difficult to
market and sell
20

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Great Companies Build Great PM Organizations
• Critical strategic driver of business
• Ensures the company not too engineering-driven
• Ensure not become too sales-driven
21

22. © 2016 280 Group LLC. 22
• About the 280 Group
• The Challenge
• Five Strategies to Apply
• Building a Plan to DRAMATICALLY
increase support for PM
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

23. © 2016 280 Group LLC. 23
• Key executives
• Sales people
• Support
• Engineering
• Operations
• Others
Strategy 1: Identify Stakeholders to target
Download the report: go.280group.com/challenges-aipmm

24. © 2016 280 Group LLC. 24
• Gather data about PM’s value
• Meet One on One
• Guest at staff meeting
• Share data and info via
email/company meetings
Strategy 2: Educate and Evangelize
Download the report: go.280group.com/challenges-aipmm

25. © 2016 280 Group LLC. 25© 2014-2015 280 Group LLC.
Source: CBS News Moneywatch2012
Fourth MOST Important Job in Corporate America
1. CEO
2. Senior Executives
3. General Manager
4. Product Manager

26. © 2016 280 Group LLC. 2626© 2014-2015 280 Group LLC.
Critical For Time to Market
Source:2009, Aegis Resources Inc.
Companies that empower Product
Managers are 50% faster to market!

27. © 2016 280 Group LLC. 2727© 2014-2015 280 Group LLC.
Many CEO’s Have PM Report Directly
Source:2012 PragmaticMarketing Survey
25% of CEOs have Product Management
Organizations reporting directly to them

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Where To Get The Data?
Download the report: go.280group.com/challenges-aipmm
http://tinyurl.com/PMImportance

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Use Critical Importance Presentation
Download the report: go.280group.com/challenges-aipmm
go.280group.com/challenges-aipmm
•Download the survey
•You’ll receive emails with
resources for evangelizing
•Critical Importance of PM
PowerPoint

30. © 2016 280 Group LLC. 30
• Continuously reinforce message
• Stay up to date and forward new
info and stats
• Reinforce roles and responsibilities
Be A Broken Record
Download the report: go.280group.com/challenges-aipmm

31. © 2016 280 Group LLC. 31
• Play on human nature
• What’s In It For Me?
• Evangelize the benefits of great PM
Strategy 3: WIIFM
Download the report: go.280group.com/challenges-aipmm

32. © 2016 280 Group LLC. 32
Benefits for Executives of Great Product Management
• Increased profits for the company
• Reduced costs by focusing only on products that truly matter
• Long-term strategic advantage in each market to ensure the company
remains competitive
32

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Benefits for Sales of Great Product Management
• Ensure better products are delivered that meet customer needs and
are easier to sell
• Capture input from sales reps and customers to ensure it is
prioritized and integrated into product plans
• More reliable and predictable delivery of products
• Leveraged selling tools to make it easy for sales reps to sell
33

34. © 2016 280 Group LLC. 34
Benefits for Engineering of Great Product Management
• Clearly articulated user needs to ensure engineers are working on
what really matters to customers
• Central point of contact to ensure that the whole product is
delivered and nothing falls through the cracks
• Ensures that the products have a well-thought-out strategy and the
best possible chance of winning in the marketplace
34

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• Clear roles help show value
• Identify unique role of PM
• Eliminates “Product Janitor”
perception
Strategy 4: Role Clarification
Download the report: go.280group.com/challenges-aipmm

36. © 2016 280 Group LLC. 36
Role Clarification Example Using RACI
Download the report: go.280group.com/challenges-aipmm

37. © 2016 280 Group LLC. 37
• Nothing matters more to execs
• All stakeholders have a stake in it
• Points out the impact of PM
Strategy 5: Show Them the Profitability & ROI
Download the report: go.280group.com/challenges-aipmm

38. © 2016 280 Group LLC. 38
Product Management ROI Calculator
Download the report: go.280group.com/challenges-aipmm
http://tinyurl.com/PMROI

39. © 2016 280 Group LLC. 39
• About the 280 Group
• The Challenge
• Five Strategies to Apply
• Building a Plan to DRAMATICALLY
increase support for PM
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

40. © 2016 280 Group LLC. 40
• Who are we targeting?
• What’s the message?
• What data and slides will we use?
• What’s the timeline?
• How will we reach them?
• How will we sustain the effort?
Plan Outline

41. © 2016 280 Group LLC. 41
Q & A Session
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members
Download the PM Challenges Survey Results: go.280group.com/challenges-aipmm

42. © 2016 280 Group LLC. 42
Product Management Body Of
Knowledge One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

43. © 2016 280 Group LLC. 43
“Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white
mug
made in the USA!!!

44. © 2016 280 Group LLC. 44
AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

45. © 2016 280 Group LLC. 45
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