Strategic Role of Product Management - Pragmatic Marketing

[Pages:26]Strategic Role of Product Management

Steve Johnson Pragmatic Marketing sjohnson@

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!hey software inc.

Agilera, Inc.

ARAMARK Corporation

BancTec, Inc.

CareTools, Inc.

Claritas, Inc.

@hand corporation

Agilisys, Inc.

ArborText, Inc.

Banta Integrated Media

Carlson Wagonlit Travel

Clarus Corporation

01 Communique Laboratory, Inc.

Agillion Inc.

ARC International

Baranof Software, Inc.

Cartesia Software

Class Software Solutions, Ltd.

12 Entrepreneuring, Inc.

AgilQuest

Arcada Software

Barco Medical Imaging Systems

Casco Development

Classroom Connect

2Vox

AgilTech, Inc.

arcplan, Inc.

Barco View, Inc.

CASI-RUSCO

Clear Communications Corp.

360Commerce, Inc.

AGRIS Corp.

ArcSight, Inc.

Bard

Cass Logistics, Inc.

Clear Technology, Inc.

3Com Corp.

AIFP

ARI Network Services

Bard Electrophysiology - C.R. Bard, Inc.

Castek Inc.

About Pragmatic Marketing, Inc. 3eTI,Inc.

3M Health Information Systems 724 Solutions Inc.

Akamai Technologies Aladdin Systems, Inc. Alamode, Inc.

Ariba Technologies, Inc. ARINC, Inc. Aristocrat Technologies, Inc.

Barr Systems, Inc. Barra, Inc. Basis International, Ltd.

Castel Catalpa Systems Catalyst International, Inc.

Aatrix Software, Inc.

Alcatel Network Systems

ARM Ltd.

Bass, Inc.

Catalyst USA, Inc.

ClearOrbit, Inc. Clearway Technologies ClientSoft, Inc. Clinical Reference Systems, Ltd. Clustra Systems, Inc.

Abbasoft Technologies

, Inc.

Armature

BatteryPro Systems, Inc.

Cayenta Inc.

CMI-Competitive Solutions, Inc.

ABC Technologies

Alfa Laval Inc.

Arrowsight, Inc.

BAV Software, Inc.

CB Technologies, Inc.

CMS Information Services, Inc.

ABT Corporation

Alias|Wavefront

Arsenal Digital Solutions

Bottomline Technologies, Inc.

CBF Systems, Inc.

CMS/Data Corp.

Abvent, Inc.

Alis Technologies

Artemis Management Systems, Inc.

Bowne Internet Solutions

CBT Systems

CNT

Acadio Corp.

Allaire Corp.

Artesia Technologies, Inc.

Bradmark Technologies

CCC Information Services, Inc.

CODA, Inc.

Accelerated Technology, Inc.

ALLDATA LLC

Arthur Andersen

Brainbench, Inc.

CCH Incorporated

Cofiniti, Inc.

Access 360

Allegis Corporation

ARTISTdirect, Inc.



CCI/Triad

Cogit Corp.

We are recognized experts in technology AccountMateSoftwareCorp.

ACCPAC International Manager Accruent, Inc.

Allen Systems Group Allenbrook, Inc. Alliance Data Systems

Ascend Communications, Inc. Ascension Technology Corporation Ascential Software

Brickstream Corporation BridgePoint Inc. Bridgeway Corp.

CD Group, Inc. CDA/Investnet CDC Solutions

Cohera Corporation Coherent Communications Systems Corp. Cole-Somers, Inc.

AccuWeather, Inc.

ALLTEL Information Services, Inc.

Asera Inc.

Bridgeway Software Inc.

CDNOW, INC.

Colorado Memory Systems

Ace* Comm

Alogent Corp.

ASI

product management Acer Internet Services, Inc.

Alpha Software Corporation

Achieve Healthcare Information Systems AlphaBlox Corporation, Inc.

ACI

Alta Vista

Aspect Development, Inc. Aspen Technology, Inc. Assentive Solutions

Brightmail, Inc.

Cedara Software Corp.

CoManage Corporation

and product marketing Brightspark Ventures, L.P. Brightware, Inc. Brio Technology

Centerline Software, Inc. Centra Software, Inc. Central Design Systems, Inc.

Comdisco Professional Services Commerce One

ACOM Solutions, Inc.

Altamar Networks



Bristol Technology, Inc.



CommercialWare, Inc.

Acres Gaming Incorporated

Altaworks Corporation

Asset Intertech

Broadband Services, Inc.

Centrax

Commerx, Inc.

We specialize in training and consulting AcroprintTimeRecorderCompany

ACS Software, Inc. ActionPoint, Inc.

Altris Software, Inc. Alventive, Inc. AMCI

Astea, Inc. Astrum Software Corporation Atex Media Solutions, Inc.

BroadJump, Inc. Broadway & Seymour, Inc. Brock International, Inc.

Centric Software, Inc. Century Associates Cerent Corporation

ActionWare

Amdahl Corp.

Athene Software, Inc.

Brodart Automation

Ceridian

CommVault Systems Compaq Computer Corp. Competitive Automation, Inc. CompInfo, Inc.

ActivCard, Inc.

Amdocs Limited

ATIO Corp.

Brooks Automation, Inc.

Ceridian Benefit Services

Comprehensive Software Systems, Inc.

Activerse Inc.

American Arium

Atlas DMT

Brooks-PRI Automation

Ceridian Canada Ltd.

Compucare

ActiveState Corp.

Acucobol

Acuity Corporation

Since 1993, we have trained over 25,000 people AmericanFundware,Inc. American International Facsimile Prods. American Internet Corp.

Atomica Corporation Atraxis North America, Inc. Atreus Systems Corporation

Brooktrout Technology, Inc. BTI Business Engine Software

Ceridian Corporation

Compulink Management Center, Inc.

Ceridian Performance Partners

Computer Associates

Ceridian TesserAct HRMS Solutions, Inc. Computer Dimensions, Inc.

Acumation, Inc.

American Software, Inc.

Attachmate Corporation

Business Objects, Inc.

Cerner Corp.

Computer I/O Corp.

Acxiom Corporation

Ameritech Library Services

AtWork Technologies, Inc.

Business Resource Software

at thousands of companies Ad OPT Technologies, Inc.



Ameritrade Amicus, Inc.

Augeo Software Aumtech

Business Software, Inc. Buystream Inc.

Adaptec, Inc.

Amplitude Software Corp.

Aurigin Systems, Inc.

Buzzeo, Inc.

Certicom Corp. Cerulean Technology CES International CEYONIQ, Inc.

Computer Information Services Computer Mail Services, Inc. Computer Network Technology Corp. Computer Sciences Corp.

Adaptive Media

AMR Research

Aurum Software, Inc.

C-Mold

CFD Research Corp.

Computerm Corp.

Adaptive Micro Systems, Inc.

Amtec Engineering, Inc.

Authentica, Inc.

Cable & Wireless

CFI ProServices, Inc.

Computerprep

Pragmatic Marketing certification program Adaptivity,Inc.

Adexa, Inc. Adobe Systems, Inc.

Amteva Technologies Analytical Graphics, Inc.

Authoria, Inc. Auto-Soft Corp. Autodesk, Inc.

Cabletron Systems, Inc. Cadence Design Systems, Inc. CADKEY Corporation

CHAMPS Software, Inc. Chancery Software, Ltd. Chang Consulting

Computing Information Services CompuTrac, Inc. Computron Software, Inc.

ADP

Andale, Inc.

Automation Technology, Inc.

Caere Corp.

Changepoint Corp.

Compuware Corporation

ADP - CSG

Andersen

available ADP Canada

ADP Claims Solutions Group ADP Dealer Services

Andersen Consulting Andromedia, Inc. Annuncio Software

AutoSimulations AutoSite AutoTester, Inc. Availant

Calcomp Caldera Systems, Inc. Calico Commerce Inc. Calico Technology, Inc.

ChannelPoint, Inc. ChannelWave Check Point Software CheckFree Corporation

COMSAT Mobile Communications Comsearch Comshare, Inc. Comstock Systems Corporation

ADP Parts Services

Anritsu Company

AvantGo, Inc.

CallWare Technologies, Inc.

CheckFree Investment Services

Comuniq Inc.

ADP Securities Industry Software

AnswerSoft, Inc.

Avaya, Inc.

Camelot-IS2

Checkpoint Software

Comverse Network Systems

ADP-Hollander

AOL Mobile

Aventail Corporation

CAMM, Inc.

Chela Financial, Inc.

Concentrex

ADP/Stockval

APAC Customer Services, Inc.

Avenue A, Inc.

Campbell Services, Inc.

Chemical Abstracts Service

Concept Five Technologies

ADS Associates, Inc.

Aperture Technologies, Inc.

Aveo, Inc.

Campus Management Corp.

Cheyenne Software

Conceptual Systems

Advanced Data Systems

Apollo Group, Inc.

Avery Dennison

Canadian Technology Network

Chilliware, Inc.

Conceptware AG

Advanced Solutions International, Inc. Appfluent Technology

Avesta Technologies, Inc.

Candle Corporation

Chingari, Inc.

Concerto Software, Inc.

Advanced Visual Systems, Inc.

Apple Computer, Inc.

Avolent

Canon Computer Systems, Inc.

Chrome Systems

Concord Communications

AdvanceMed

Applied Automation Techniques, Inc.

AVT Corp.

Canon Information Systems

Chrystal Software, Inc.

Concur Technologies, Inc.

Advantage kbs, Inc.

Applied Biosystems

Award Software International, Inc.

Canto Software, Inc.

Cigital

Conexant

Advent Software, Inc.

Applied Digital Access, Inc.

Axent Technologies, Inc.

Capital Access International

CIMLINC, Inc.

Connect, Inc.

AdventNet, Inc.

Applied Systems Intelligence, Inc.

Axiohm Transaction Solutions

Capital Stream, Inc.

Cincinnati Bell Information Systems, Inc. Connected Corporation

Advisor Technology Services

Applied Visions, Inc.

Axis Communications

CAPS Logistics, Inc.

Cincom Systems, Inc.

ConnectSouth Communications, Inc.

Aegis Industrial Software

Applied Voice Technology, Inc.

AXIS Computer Systems, Inc.

Capsoft Development Corp.

Cipher Systems, Ltd.

ConneXt, Inc.

AEgis Technologies Group, Inc.

Apply Technology

Axon Instruments, Inc.

Capstan Systems Inc.

Cirris Systems Corp.

Consilient, Inc.

Aether Systems, Inc.

APPRO Systems, Inc.

Azron, Inc.

Captaris, Inc.

Cisco Systems

Consilium, Inc.

Affinnova, Inc.

apps4biz, Inc.

B&L Associates, Inc.

Captiva Software Corporation

Citadon Inc.

Consist International, Inc.

AFS

AppWorx

B2eMarkets, Inc.

Cardiff Software

CITATION Computer Systems, Inc.

Constellar Corp.

agentGO

Apricorn, Inc.

Baan Company

Cardinal Health, Inc.

Citrix Systems, Inc.

Consul National de Recherches Canada

Agile Software Corporation Agilent Technologies

Aprisma Management Technologies APTEX

BackWeb Technologies, Inc. Baker Hill Corporation

Care Insite Career Builder, Inc.

CJDS CLAM Associates

Consul Risk Management B.V. Consul Risk Management, Inc.

2

Aqueduct Software, Inc.

Baltimore Technologies

CareScience, Inc.

Clarify, Inc.

Content Technologies, Inc.

Pragmatic Marketing? Framework

Strategic

Distinctive Competence

Market Sizing

Market Research

Product Performance

Market Problems

Operational Metrics

Business Case

Positioning

Marketing Plan

Pricing

Sales Process

Awareness Plan

Buy, Build or Partner

Market

Customer

Requirements Acquisition

Thought Leaders

Product Roadmap

Customer Retention

A market-driven model for managing

and marketing technology products

Tactical

Market Analysis

Quantitative Analysis

Product Strategy

Product Planning

Program Strategy

Sales Readiness

Channel Support

Technology Assessment

Competitive Analysis

Win/Loss Analysis

Innovation

User Personas

Product Contract

Release Milestones

Buyer Personas

Collateral & Sales Tools

Market Messages

Presentations & Demos

Launch Plan

White Papers

Lead Generation

Competitive Write-Up

Channel Training

"Special" Calls

Event Support

Answer Desk

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What we hear from executives

We are missing our targets

X Development can't ship on schedule X Sales can't sell profitably X Marketing can't communicate our value

There is too much fighting among the groups What value does Product Management deliver?

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What we hear from product managers

Give me access to customers Tell us the strategy so that we can focus on what

is important A clear understanding of the role of Product

Management is sorely needed

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Responsibilities

What are the lines between Product Management and...

X Development & Services X Marketing Communications X Sales Channel

Marcom

Product Mgmt

Dev

Sales

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The new P's

Problem

Product Management finds and quantifies the problem

Product

Development & Services solve the problem

Promotion

Marketing Communications communicates the solution

Placement

Sales Channel sells it profitably

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If product managers don't do their jobs, the other departments will fill

the void.

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