Product Activities Framework Strategic Product Activities -working out what the right product is for the business Getting Insight Analysis Giving Direction Market research Market analysis Product & portfolio strategy Customer & sales feedback Developing propositions Roadmaps Competitive research Business cases Evangelising Product performance Pricing Resolving issues Inbound Activities Outbound Activities -helping the business to deliver the product -helping the business to sell the product Writing requirements Launch (go-to-market) Supporting development Product promotion Project & supplier management Developing sales support material Rollout & trials Supporting sales channels

Product Activities Framework Exercise The objective is to identify gaps, overlaps and issues in product activities at your business. For each activity in the framework identify who’s accountable, who’s responsible and how good your company is at doing the activity. There should be one person accountable for any single activity Many people may be responsible for doing the work Notes on Accountability: The accountable person has an obligation to ensure an activity meet business needs. They can change the activity if necessary and are held accountable for the sign-off, performance and approval of the activity. Activity Tick here if you’re accountable for the activity area Tick here if someone you can name is accountable Tick here if accountability is split between different people Tick all that apply Major concerns Some concerns No concerns

How good is it at your company? 1 of 5 Strategic Product Activities -working out what the right product is for the business Accountable Responsible How good is it at your company? Getting insight Someone you can name Others you can name Description You You Summary Split Market research Having insight into the market for your product Having insights from existing customers, sales & support Having insight into competitive products and companies Understanding how the product is currently performing Sponsoring or running market research projects. Gathering expert opinion, market data and market research. Tracking market drivers such as technology developments and changes to legislation. Sponsoring or running research on your existing customers. Getting feedback from sales, support and other channels about issues and opportunities. Win/loss analysis. Initiating and sponsoring competitive research, tracking competitor activity, getting feedback from sales and other channels. Understanding their strengths, weaknesses and direction. Reviewing regular reports on product performance, tracking key performance indicators (KPIs) such as revenue & market share. Getting insights from sales and support. Gathering usage analytics Customer and sales feedback Competitive research Product performance

How good is it at your company? 2 of 5 Strategic Product Activities -working out what the right product is for the business Accountable Responsible How good is it at your company? Analysis Someone you can name Others you can name Description You You Summary Split Market analysis Generating ideas and developing propositions Producing business cases for the product Setting pricing for the product Understanding markets and potential opportunities Analysing market, customer and competitor research to understand market problems and opportunities. Identifying and targeting market segments. Buyer and user personas, understanding the buying process. Creating and capturing new ideas. Analysing and building propositions for your product. Producing variants for different target market segments, buyer and user profiles. Producing business cases for product opportunities as a basis for investment. Producing forecasts and financial models. Getting impact estimates and buy-in from various departments. Developing pricing strategy and tactics. Competitive pricing analysis. Dealing with internal positioning and pricing bundles. Implementing new pricing and discounting structures. Developing propositions Business cases Pricing

How good is it at your company? 3 of 5 Strategic Product Activities -working out what the right product is for the business Accountable Responsible How good is it at your company? Giving Direction Someone you can name Others you can name Description You Split You Summary Product and/or portfolio strategy Developing and communicating product and portfolio plans to the business Developing roadmaps for the product Evangelising the product within and outside the business Resolving product issues Developing product and portfolio strategy and plans including updates to management and the wider business. Includes portfolio positioning, release planning and stakeholder management. Deciding on future developments and creating a roadmap as a vision for the product. Communicating internally and externally. Selling and presenting the product to internal audiences such as Sales, Development and Marketing. Representing the product externally at conferences, exhibitions, with the press and industry analysts. Answering questions and sorting out product issues e.g. sorting out internal process issues, resolving sales queries, making trade-offs and priority calls. Roadmaps Evangelising Resolving issues

How good is it at your company? 4 of 5 Inbound Activities - helping the business to deliver the product Accountable Responsible How good is it at your company? Inbound Someone you can name Others you can name Description You You Summary Split Writing requirements Creating product requirements Supporting the development of the product Managing the product development project and/or suppliers Rolling-out the product to the business and managing trials Gathering, analysing, prioritising and documenting product requirements. Defining users and use scenarios. Producing the product backlog as the Product Owner in Scrum. Providing product context for developers. Helping to develop the product e.g. discussing requirements with Development, making feature and design trade-offs, performing tests, sprint reviews. Managing the overall development for the product, reviewing milestones with stakeholders. Handling the development process and resolving project issues. Managing and/or negotiating with suppliers. Managing the roll-out of the product within the business e.g. system and process updates. Communications and training to all appropriate areas e.g. support Managing internal and external trials. Supporting development Project and / or supplier management Rollout and trials

How good is it at your company? 5 of 5 Outbound Activities - helping the business to sell the product Accountable Responsible How good is it at your company? Outbound Someone you can name Others you can name Description You You Summary Split Launch (go-to-market) Producing and implementing launch plans Producing and implementing promotional and marketing plans Producing sales and support material Supporting sales calls and events Creating and running launch and go-to-market plans. Selecting launch dates, ensuring training is rolled-out to sales channels, support and others. Communications and building momentum across the business. Creating product promotion plans and campaigns e.g. thought leadership, lead generation, acquisition, retention, market communications. Tracking effectiveness. Writing and developing sales and sales support material e.g. collateral, case studies, FAQs, white-papers, training, websites, sales tools and presentations. Supporting sales calls. Attending or presenting at user groups, sales and channel events as the product representative. Product promotion Developing sales support material Supporting sales channels

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