1. Copyright 2013 Proficientz, Inc. All rights reserved. The Most Fun & Rewarding Part of Product Management: Why Isn’t Anyone Doing It? John Mansour @proficientzppm

2. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Game Time!

3. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Finding new opportunities & problems!

4. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Negotiating scope with engineering/development!

5. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Going on sales calls!

6. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Writing a functional spec document! Reading a functional spec document!

7. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Attending (customer) industry conferences!

8. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Creating product plans!

9. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Participating in strategy meetings!

10. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Completing readiness/launch tasks!

11. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Creating positioning for something new!

12. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Resolving customer & sales issues!

13. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN! FUN! NOTFUN! Creating a new solution!

14. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Pattern of Responses? FUN = Not Product Specific NOT FUN = Product Specific Why aren’t we having more fun?

15. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Structure Conducive to Fun & Rewarding? FUN! FUN!

16. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com FUN or NOT FUN? My Organization's Goals Product 4 Goals Product 5 Goals Product 3 Goals Product 2 Goals Product 1 Goals Which Product is “Top Dog” Today? Internally Focused?

17. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Disconnect? “How do I improve my product?” “How do I improve my product?” “How do I improve my product?” “My company has enormous challenges meeting its goals!” Target Customers

18. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Target Customer Organization C-Level Executives Department 4 Department 5 Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 Strategic Initiatives Drive Departmental Goals Departmental Goals Drive Process Changes Industry Dynamics Drive Strategy

19. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Target Customer Organization C-Level Executives Department 4 Department 5 Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 REWARDING! Solutions That Remove Obstacles FUN! Uncovering Their Biggest Obstacles

20. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Target Customer Organization C-Level Executives Department 4 Department 5 Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 Problem-Solvers! Problem-Finders! PORTFOLIO STRATEGY

21. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com NOT FUN! NOT EASY! My Organization's Goals Product 4 Goals Product 5 Goals Product 3 Goals Product 2 Goals Product 1 Goals Resources Justify Enhancements to My Products

22. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com Target Customer Organization C-Level Executives Department 4 Department 5 Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 “Top-Down” Simplifies Everything!

23. Copyright 2013 Proficientz, Inc. All rights reserved @proficientzppmwww.proficientz.com The Proficientz Difference?

24. Copyright 2013 Proficientz, Inc. All rights reserved. RELEVANCE! 1.B2B specific 2.Framework applied to YOU 3.Current B2B examples Course Format Review Best Practice Current B2B Examples Review Proficientz Templates Exercise for “My” Markets / Products Review & Debrief

25. Copyright 2013 Proficientz, Inc. All rights reserved. TOP-DOWN APPROACH! 1.Higher value solutions 2.Greater influence 3.Company success not tied to the success of each product Target Customer Organization Goals & Strategic Initiatives Department 4 Goals & Initiatives Department 5 Goals & Initiatives Department 3 Goals & Initiatives Activity 3 Department 2 Goals & Initiatives Activity 2 Department 1 Goals & Initiatives Activity 1 Step 1 Step 2 Step 3 Step 4

26. Copyright 2013 Proficientz, Inc. All rights reserved. Fast Adoption 3-6 Days 1.Workflows for key activities 2.Supporting templates 3.Alignment to roles 4.Communication to stakeholders

27. Copyright 2013 Proficientz, Inc. All rights reserved. Create Product Plans & Marketing Programs Define & Prioritize Use Cases Train & Support Sales / Channel Execute Segment Marketing Programs Create Market Segment Positioning Create Backlog / Release Plans Define & Prioritize Organizational Readiness Activities Approve & Communicate Product and Marketing Plans Deliver Sales Tools & Marketing Materials Evaluate Target Markets Quantify Segment Revenue Potential Evaluate Segment Competition Map Core Competencies to Market Segments Determine Segment Trends & Drivers Create & Socialize Market Segment Profiles Create the Market & Portfolio Strategy Prioritize Target Market Segments Define Segment Marketing Priorities Align & Prioritize Operational Initiatives Create Product Portfolio Roadmap Define & Validate Segment Business Requirements Approve & Communicate The Strategic Plan Rollout & Deliver Solutions to Target Markets Complete Knowledge Transfer Training Complete Organizational Readiness Activities Promote Thought Leadership Achieve Corporate Goals & Objectives Develop Products / Services DesignValidateDevelopTest Release t o Marketing / Production Transfer Knowledge With User Stories & Functional Specifications Corporate Goals & Objectives DELIVER SOLUTIONS UNCOVER OBSTACLES

28. Copyright 2013 Proficientz, Inc. All rights reserved. Learn Top-Down Product Management in 90 Minutes! Live Online Courses