A New Model for Aligning Product

Management Roles and Priorities

Pat Scherer

pat@thedetailperson.com

Product Management Evolution

“Brand Man”

Neil McElroy

P&G 1931

Tech industry adoption:

Brand, Program & Product

Mgrs, Sr Staff

1980s Inbound/Outbound,

Strategists, Technical

PMs, Evangelists. Product

Marketing Mgrs

1990s Product Owners

2000s

Growth Hackers

2010s

+

+ +

The product manager title is often used in many

ways to describe drastically different duties and

responsibilities.

Source: Wikipedia http://en.wikipedia.org/wiki/Product_manager

Product Management Frameworks

• Pragmatic Marketing Framework

• Association of International Product Marketing & Management

(AIPMM) Product Management Framework

• 280 Group Optimal Product Process Framework

• Sequent Learning Product Management Organizational Practices

• ISPMA Software Product Management Reference Framework

• Blackbot Product Management Framework and more…

Problems:

• Waterfall vs agile/lean

• Lack clarity on how product and business lifecycles influence

priorities

• Lack structure for defining specialized roles

READINESS MARKET BUSINESS FOCUS PLANNING SUPPORT PROGRAMS

Distinctive

Competence

Technology

Assessment

Product

Profitability

Distribution

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Buying

Process

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Competitive

Landscape

Buyer

Personas

Sales

Process

Collateral

Channel

Training

“Special”

Calls

Channel

Support

Program

Effectiveness

Buyer

Personas

Innovation

Win/Loss

Analysis

Business

Plan

Pricing

Market

Problems

Market

Definition

User

Personas

Sales

Tools

Event

Support

Marketing

Plan

Lead

Generation

Use

Scenarios

Requirements

Status

Dashboard

Presentations

& Demos

TM

ST

RA

TE

GY

Pragmatic Marketing Framework (1993)

EX

EC

UT

ION

STRATEGY & PLANNING

EXECUTION

TM AIPMM Product Management Framework

TM 280 Group Optimal Product Process Framework

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

End of Life

Planning

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

New “Chameleon” Model - Product Lifecycles

Ideation

Introduction

Growth

Maturity

© 2007-current Pat Scherer, pat@thedetailperson.com,

Sales Markets Metrics Strategy Production Channels Deployment

Sales Markets Metrics Strategy Production Channels Deployment

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

End of Life

Planning

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

Ideation

Introduction

Growth

Maturity

High Low

© 2007-current Pat Scherer, pat@thedetailperson.com,

Chameleon – Priorities Heatmap

Sales Markets Metrics Strategy Production Channels Deployment

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

End of Life

Planning

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

Ideation

Introduction

Growth

Maturity

High Low

© 2007-current Pat Scherer, pat@thedetailperson.com,

Chameleon – Priorities Heatmap

Sales Markets Metrics Strategy Production Channels Deployment

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

Ideation

Introduction

Growth

Maturity

High Low

End of Life

Planning

© 2007-current Pat Scherer, pat@thedetailperson.com,

Chameleon – Priorities Heatmap

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

High Low

Product Management Priorities Identify task priorities by shading the grid below

End of Life

Planning

© 2007-current Pat Scherer, pat@thedetailperson.com

Sales Markets Metrics Strategy Production Channels Deployment

Sales Markets Metrics Strategy Production Channels Deployment

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

End of Life

Planning

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

Product Strategist Channel/Sales/Support Manager

Technical Product Manager Product Marketing Manager

© 2007-current Pat Scherer, pat@thedetailperson.com,

Agile/Lean Product

Owner (core)

Chameleon – Product Management Roles

Market

Research

Technology

Assessment

Competitive

Analysis

Goal

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

Expert Novice

Product Management Skills Assessment Identify your strengths and gaps by shading the grid below

End of Life

Planning

© 2007-current Pat Scherer, pat@thedetailperson.com

Sales Markets Metrics Strategy Production Channels Deployment

Market

Research

Technology

Assessment

Competitive

Analysis

Goals

KPIs

Market

Sizing

Pricing

Strategy

Product

Portfolio

Buy, Build

or Partner

Product

Roadmap

Product

Rqmts

Positioning

Launch

Plan

Customer

Retention

Customer

Acquisition

Operational

Metrics

User

Personas

Buyer

Personas

Sales

Training

Sales

Process

Collateral &

Sales Tools

Channel

Training

Channel

Tools

Channel

Support

Market

Messages

Use Case

Scenarios

Core

Competency

Win/Loss

Analysis

Certification

Programs

Business

Intelligence

SWOT

Analysis

Business

Case

ROI

Targets

Trend

Analysis

Risk and

Recovery

Product

Schedule

Sales

Support

Sales

Strategy

Press &

Publications

Case Study

References

Event

Support

Marketing

Plan

Lead

Generation

Dev/Test

Mgmt

Test

Definition

Usability &

Beta Test

Partner

Portal

Strategic

Partnerships

Executive

Operations

Usage

Tracking

Expert Novice

Product Management Skills Assessment Example (Completed)

End of Life

Planning

© 2007-current Pat Scherer, pat@thedetailperson.com, m.(512)633-4850

Sales Markets Metrics Strategy Production Channels Deployment

The Chameleon Grid allows us to:

Visualize whole product requirements,

lifecycles and organizational roles

Assess skills and skill gaps

Align priorities with your leadership and

teams

References

www.slideshare.net/patscherer

yoursproductly.com/2014/08/20/global-product-management-

frameworks/

www.pragmaticmarketing.com/about-us/framework

aipmm.com/pmf/AIPMM-ebook-v2a.pdf

280group.com/product-management-methodology/optimal-product-

process-framework/

sequentlearning.com/files/templates/PM_Organizational_Framework

_2015_1.2.pdf