LICENSE TO BECOME A PMPinkesh Shah, CISSP

CEO Adaptive Marketing

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Role of a PMBeyond requirements analysis

¨ CEO for the product¨ Talk about customers and their

problems as opposed to company and their products

¨ Master Orchestrator of the “Value Journey” that works with cross functional teams

Finding compelling, competitive and profitable solutions to market problems

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Career Path for a PM - Title

APM/ TPM

PM

Sr. PM

Group PM

Director PM

VP PM

SVP/GM

ProductModule Owner

Product FeaturesOwner

Product BusinessOwner

Product Line Owner

Portfolio Owner

Product BU Owner

CEO

Anatomy of a PM

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Soft skills• Leadership• Passion• Communication..

Functional Skills

• Market Research• Competitive Analysis• Requirements• Positioning…..

Domain Expertise

• Online, B2C• Telco• Security..

Lots to consider

Market Size

Addressable market

Direct Competitors

Resource Competitors

Substitutes

Switching costs

Customer Pain - Size

Barriers to entry

Positioning

Target Segments

Target Customer Types

Willingness to Pay

Big Fish in Small Pond?

Core Competencies

Organizational AppetiteTiming

New Competencies M&A

New Routes to Market

Can I make money with it?

Sales / Support Investments

Fleeting or lasting?

Progression Accelerators

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¨ Business Credentials (MBA/Certifications)¨ Stakeholder Feedback¨ Successful product launches¨ Profitability Targets¨ Team building¨ II (Influentiality Index)¨ Demonstrable knowledge of full spectrum

“productizing” process

Accelerators have a different effect at every stage

“Productizing” Process

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• Customer Value Modeling

Understanding Value

• Define products

Creating Value • Value

based Pricing

Capturing Value

• Positioning Value Prop

Communicating Value • Value

Channels Network

Delivering Value

Choosing to Build

Building Profitably

Building it right

Marketing it right

Selling effectively

Market Analysis

Strategic Planning

Product Planning

Go To Market

Sales Enablement

Value Management = Product Management

Cho

osin

g to

Bui

ld Value Research &

AnalyticsResources &

CompetencyCompetitive

AnalysisWin/Loss Analysis

Performance Analysis

Target Market Sizing

Product Strategy

Buy/Build/ Partner

Pricing & Packaging

Business Model & Plan

RequirementsProduct Line EconomicsPersonas & Scenarios

Market Acceptance

PlanningProduct

Roadmap

Collaterals & Sales Tools

Lead Gen & PreSales

Channel & Sales

TrainingEvangelism

Thought LeadershipRevenue

Product PositioningRoutes to market

Marketing Plan

Launch Plan

Customer Acquisition

Market Analysis

Strategic Planning

Go To Market

Sales Support

Build

ing

Prof

itabl

y

Build

ing

it rig

ht

Product Planning

Mar

ketin

g it

right

Sellin

g ef

fect

ivel

y

• Customer Value Modeling

Understanding Value

• Define products

Creating Value • Value

based Pricing

Capturing Value

• Positioning Value Prop

Communicating Value • Value

Channels Network

Delivering Value

Adaptive Productizing FrameworkTM

5 Compelling Reasons for MBA/Certs

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1. Whether you like it or not, it’s a filtering criteria

2. Good training/MBA will actually teach you frameworks for solving most product challenges

3. It allows you to speak the business language, terminology helps with credibility

4. If you are techie this is one of the fastest ways to become a generalist

5. It allows you to learn how to learn!

Tips

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¨ Understand your assets/strengths¨ Augment yourself with as many

“Accelerators” as feasible¨ Benchmark success in your organization¨ Improve your “terminology” vocabulary

before you develop deeper expertise¨ For PMs with technology background its

important to become a generalist

MBA/Certification – in some cases its necessary but in most cases wont be sufficient

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Email engage@adaptivemarketing.in“Adaptive marketing”

Training schedule, resources/updates at www.adaptivemarketing.in