product management for the enterprise

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Product Management for the Enterprise / Productscho @ProductSchoo l / ProductmanagementN

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Page 1: Product Management for the Enterprise

Product Management for the Enterprise

/Productschool

@ProductSchool /ProductmanagementNY

Page 2: Product Management for the Enterprise

Product Management for the Enterprise

Blair Reeves

@BlairReeves

Page 3: Product Management for the Enterprise

Obligatory

Page 4: Product Management for the Enterprise

Hi!

@BlairReeves

Principal Product Manager

Page 5: Product Management for the Enterprise

o business model

What is a Product Manager?

• I like to think of the PM as a sheepdog (just don’t tell Development)

@BlairReeves

o size of the company

o maturity of the product

• Definitions and responsibilities of PM vary dramatically by:

Page 6: Product Management for the Enterprise

Enterprise vs. Consumer

@BlairReeves

Enterprise software Consumer web

• Direct sales/subscription• Large, sales-negotiated deal sizes• SLAs• Legal & regulatory compliance• Policy whitepapers, documentation• Product & solution level marketing• Customers want very specific stuff

• Ad-supported or subscription• If sales, small amounts - LTV• “We’ll do the best we can”• No one reads User T&Cs• You have a blog• Brand marketing• Users want MOAR

Page 7: Product Management for the Enterprise

Common user/customer distinctions in enterprise software:

● My user is not my customer● Build product for one, sell to another● Enterprise PM is all about learning these two groups, and

how they influence one another● Don’t listen to customers too closely

Customer-aligned PMs have two questions:- what does your customer value?- what will they pay for?

Non-customer-aligned PMs are quite different

Customer alignment

@BlairReeves

(Product Manager Collie)

Page 8: Product Management for the Enterprise

● Basic market research: trade press, analyst reports, conferences, blogs

● Primary research: third party forums, customer support forums (google them!), social

○ Are you on twitter? If not… what are you doing

You need to be an expert.

Research and Intel

@BlairReeves

So become an expert!

● Talk to users and customers at every opportunity - including (/especially!) not your own

● Listen to competitors - both the party line and unofficial channels● Platform analytics are great, but...

Page 9: Product Management for the Enterprise

● Be careful about “design”

● The “consumerization of enterprise software” is real, but

● Enterprise users care about the back end (many of them use it!)

● In general, functionality and bleeding-edge features trump design (but do both)

The role of design

@BlairReeves

Page 10: Product Management for the Enterprise

● The best example of how PM is cross-functional

Protips:

● Insight from sales ops can be a secret weapon● Pricing is complicated

The “business” of PM

@BlairReeves

● The best PMs understand: ○ average deal sizes○ cost profiles○ chargeable parts○ how deals get done

Page 11: Product Management for the Enterprise

Product Management is not the thing itself

The thing is knowing your market, your users, and what creates value

Some final thoughts

@BlairReeves

Things get complicated when you sell a lot of stuff. PMs should seek to produce simplicity.

JIRA, PMATs, PRDs, Agile/Scrum/Waterfall, Mythical Man-Month, etc etc - you’ll figure it out

Have fun and don’t stress out. If it isn’t for you, take up surfing or something!

Page 12: Product Management for the Enterprise

Thanks!

@BlairReeves

Page 13: Product Management for the Enterprise

Upcoming Courses

Apply atwww.productschool.com

Product ManagementWeeknights: April 6 - May 25, Tues./Thurs., Sold Out

Weekends: April 8 - June 3, Saturday, Sold Out

Coding for ManagersWeeknights: April 10 - June 5, - Mondays &

Wednesdays

Page 14: Product Management for the Enterprise

www.productschool.com

Upcoming Workshops

RSVP On Eventbrite

Mar 15 : Building the Right Product Features w/ Dir. of Product at Audible

Mar 16 : Get an Intro into Coding w/ Software Engineer from LearnVest