Transcript Proposal - Faculty Directory | Berkeley-Haas

Mastering
Product
Management
Haas School of Business
Mark Strassman, Vice President
Platform Technology Division
March 24, 2006
Platform Technology Division
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Agenda
Autodesk Marketing
Customer Solutions Delivery Model
Product Management Process
Platform Technology Division
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© 2005 Autodesk
It All Starts With The Customer
Do we know “who” they are?

Internal and external
Do we understand the buying process?

User/buyer/influencer
What motivates them?
Demographics/psychographics
What are their business problems?
What kind of language do they use?
What do they read, watch, engage in?
What do they want from a partner?
Platform Technology Division
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© 2005 Autodesk
George S. Day
“The Market Driven Organization”
Market-driven organizations are 31% more profitable
than those driven by other factors.
Adrian Slywotsky
“The Art of Profitability”
The pathway to profitability? It lies in fully understanding
the customer.
Platform Technology Division
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© 2005 Autodesk
“Marketing” at Autodesk
Market Divisions


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
Building
Manufacturing
Infrastructure
Platform
Discreet
Corporate (WW) Marketing
Geo marketing



Americas
APAC
EMEA
Platform Technology Division
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© 2005 Autodesk
Go To Market at Autodesk
Bringing a product/solution to market at Autodesk is like.
..
Platform Technology Division
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© 2005 Autodesk
Agenda
Autodesk Marketing
Customer Solutions Delivery Model
Product Management Process
Platform Technology Division
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© 2005 Autodesk
CSDM – What is it?
Customer Solutions Delivery Model
Simple, scalable process to bring solutions to market:
 Clarity of roles and responsibilities
 Organizational consistency
 Training
Promote a planning process aligned to budget process
and business priorities
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© 2005 Autodesk
What Problems Are We Solving?
Document complexity and volume
Unclear roles and responsibilities
No single plan
Accountability (metrics)
Signal strength in the Geos
Annual budgeting process/planning
We moved from products to solutions
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© 2005 Autodesk
CSDM Model
Division Strategy
C = Customer
O = Opportunity
S = Solution
P = Product
M = Marketing
Sa = Sales
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© 2005 Autodesk
CSDM Model
Division Strategy
Phase I: The Opportunity
Goal: Define the end game



Market Share
Revenue or Investment
Create, enter, grow, protect, expand
Key Decision:

Go/No Go
The Document:

Platform Technology Division
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The Opportunity Proposal
© 2005 Autodesk
CSDM Model
Division Strategy
Phase II: Solution Definition
Goal: Define an aggregate set of
products, services and partners to
meet the business opportunity
Key Decisions:
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
Does this solve a customer need?
Will it drive revenue profitably?
The Document:

Platform Technology Division
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SRD/MRD
© 2005 Autodesk
CSDM Model
Division Strategy
Phase III: Product Planning
Goal: Detailed plan for
development of required product/s
that fit the solutions roadmap
Key Decisions:



Go/No Go on Business Case
Profitable?
ROI?
The Documents:
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
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Business Case
Solutions Roadmap
Revenue Planning
© 2005 Autodesk
CSDM Model
Division Strategy
Phase IV: Marketing Plans/Programs
Goal: Engage, plan, integrate and execute to the
Division objectives across the Marketing teams:
Division/WWM/Geo Marketing
Key Decisions:

Do we have the right prioritization of goals,
audience, programs, worldwide?

Are budgets mapped to priorities?
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Is Marketing aligned?
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Are expectations clear?
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Can Geo/Sales execute as planned?
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Do we have a competitive advantage?
The Documents
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Marketing Plan (Qtrly Review)
Sales Plan
MSB
Sales Plan
Division Marketing Plan
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GEO Plan
Brand Plan
Programs Plan
MSB
BU
WWM
Geo
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© 2005 Autodesk
CSDM Model
Division Strategy
Phase V: Sales
Goal: Targeted Account
Selling (make the number!)
Annual
Plan
Review /
Post Mortem
Key Decisions:

Priorities/Sales plans approved
 Training delivery
 Approved Geo Plans
 Annual Review set
Marketing Plan (Qtrly Review)
Sales Plan
MSB
Platform Technology Division
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© 2005 Autodesk
Agenda
Autodesk Marketing
Customer Solutions Delivery Model
Product Management Process
Platform Technology Division
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© 2005 Autodesk
CSDM Model
Division Strategy
Product Management
Proposal
MRD / SRD
Business case
Roadmap
Annual
Plan
Review /
Post Mortem
Marketing Plan (Qtrly Review)
Sales Plan
MSB
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© 2005 Autodesk
Product managers must …
Be messengers of the market
Communicate with market facts
Manage the product like a business
Demonstrate results
Always look for opportunities to
gather strategic data from tactical activities
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© 2005 Autodesk
Your opinion, although
interesting, is irrelevant.*
* From “Practical Product Management”
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© 2005 Autodesk
Adrian Slywotsky, “The Art of Profitability”
You’ll learn more by meeting a real, live customer and
spending an hour with him than you can learn from
fifty research studies or analysts’ reports.
Yogi Berra, American Philosopher
You can observe a lot just by watching.
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© 2005 Autodesk
Customer-Centric Marketing
 One on one
•
•
•
•
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Global Customer Council
Customer visits
AUGI user groups
Online discussion groups
Adopt-a-customer
 Broad based research
• Communication Center
• Customer surveys
• AutoCAD Error Report
 Field testing
• Usability testing
• Beta programs
• Alpha Gold program
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© 2005 Autodesk
Total Addressable Market
Customers
Product managers must know
who is not shopping and
why
Ours
10%
Competitor1
5%
Competitor2
5%
Competitor3
5%
Potential
60%
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Evaluating
15%
© 2005 Autodesk
Business
Case
Positioning
Marketing
Plan
Distinctive
Competence
Market
Sizing
Pricing
Sales
Process
Awareness
Plan
Market
Research
Product
Performance
Buy, Build
or Partner
Market
Requirements
Customer
Acquisition
Market
Problems
Operational
Metrics
Thought
Leaders
Product
Roadmap
Customer
Retention
Market
Analysis
Quantitative
Analysis
Product
Strategy
Product
Planning
Program
Strategy
Sales
Readiness
Channel
Support
Technology
Assessment
Win/Loss
Analysis
Innovation
User
Personas
Buyer
Personas
Collateral &
Sales Tools
Channel
Training
Product
Contract
Market
Messages
Presentations
& Demos
“Special”
Calls
Release
Milestones
Launch
Plan
White
Papers
Event
Support
Lead
Generation
Competitive
Write-Up
Answer
Desk
Competitive
Analysis
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Tactical
Strategic
From “Practical Product Management”
© 2005 Autodesk
Product Development Process
Proposal

Idea or hypothesis about product direction
Market Requirements Document

Requirements – Not features!
Design
1.
2.
3.

Design Brief
Conceptual Design
Specification
Done by Design,
not marketing / product management!
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© 2005 Autodesk
Closing
Customer
Customer
Customer
Understand the customers’ problems
Design solutions to solve customers’ problems
Communicate how you have solved customers’
problems
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© 2005 Autodesk
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© 2005 Autodesk