1. www.svpg.com | 1 The New Definition of Product Management Marty Cagan, Silicon Valley Product Group

2. www.svpg.com | 2 About Us Our Mission: The Silicon Valley Product Group was created to share senior level experience and best practices with technology companies Our Team: Product Management –Marty Cagan User Experience Design –Kyrie Robinson Technology –Marty Abbott –Chuck Geiger Marketing –Martina Lauchengco

3. www.svpg.com | 3 The Problem Most product releases fail to meet their objectives

4. www.svpg.com | 4 The Cause The core reason for most failed releases is the product manager

5. www.svpg.com | 5 The Old Definitions of Product Management Silicon Valley Secrets

6. www.svpg.com | 6 Three Common Models Marketing-driven Product Two People, One Role One Person, Two Roles

7. www.svpg.com | 7 Marketing-driven Product Product Marketing “Gathers” Requirements and Documents for Engineering DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc.

8. www.svpg.com | 8 Two People, One Role Product Marketing –High Level Business Requirements Product Manager –Detailed Product Requirements DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc.

9. www.svpg.com | 9 Two People, One Role (Agile) “Product Manager” –High Level Market Requirements Product Owner –Detailed Product Definition Decisions DILBERT: © Scott Adams/Dist. by United Feature Syndicate, Inc.

10. www.svpg.com | 10 One Person, Two Roles Product Manager tries to cover both: –Product Management –Product Marketing

11. www.svpg.com | 11 The New Definition of Product Management Silicon Valley Secrets

12. www.svpg.com | 12 The Product Manager The product manager, more than any other role, is ultimately responsible for the product’s success or failure. –It doesn’t matter how great the rest of the team is if they aren’t given something worthwhile to build

13. www.svpg.com | 13 The Product Manager The job of the product manager is to discover a product that is useful, usable and feasible

14. www.svpg.com | 14 The Product Manager The product manager must have: –knowledge of the user –knowledge of the domain and market –knowledge of the technology

15. www.svpg.com | 15 The Product Manager Traits -Product Passion -Smarts -Customer empathy -Hard-working -Confidence -Leadership -Great communication skills -Integrity -Unstoppable

16. www.svpg.com | 16 Product Marketing Roles and Responsibilities

17. www.svpg.com | 17 Product Marketing Responsibilities include: -Messaging and positioning -Pricing and promotions -Online marketing and customer acquisition -Influencer marketing -Sales tools and educating the channel

18. www.svpg.com | 18 Project Management Responsibilities include: -Coordinating the resources on the team -Planning and scheduling -Project tracking and reporting

19. www.svpg.com | 19 Summary Remember: –It doesn’t matter how great you’re the rest of your organization is if you don’t give the engineers something useful, usable and feasible to build Your job is to discover that product

20. www.svpg.com | 20 Learning More Subscribe to the free newsletter, read the blog, or browse the articles archive: –www.svpg.comwww.svpg.com Read the paper: –Behind Every Great Product - The Role of the Product Manager Continue the conversation: –cagan@svpg.comcagan@svpg.com