Going Global – PDMA Georgia [Series 1/5]

Something innovative happened again at KO HQ this Thursday

The PDMA| Georgia chapter held it’s 9th annual Summit – topics were global in scope but personal in focus. Much shared learning and best practices offered. A very good reason to step away from desks/deliverables and come together with like-minded product professionals.

Innovators may already be intuitively using Agile

Top-line takeaways from the Round Table

  • Get a handle on things that bite in your planning stage, not during execution (import laws, regulations)
  • RESONATE! – don’t just BE in the chosen markets (do provide consistency, quality, awesome user experience)
  • Create RELEVANCY- use everything around your product to do this
  • LISTEN, partner with a local  –  help your prospects ARTICULATE their unique drivers Continue reading “Going Global – PDMA Georgia [Series 1/5]”

Transparency as a Customer Builds a Relationship

We’re in the market for a customer feedback solution. There’s tons of them out there. After putting together a list and culling down to the “A/B” candidates, the real work begins…

  • Get the stakeholders together to pull out the specs
  • Scour the A/B list’s web sites to see if the specs agree
  • Create the features/product spreadsheet and select the “A” candidates
  • Interview them all, see their demos (hopefully some are online and less than one hour)
  • SELECT two to show stakeholders, winner takes all!

Pretty typical, yet after this marathon are you getting at the core of their offerings? Probably not. At best you get a sling shot approach or the canned demo from hell. That’s just a waste of everyone’s time.

To remedy this, I suggest after selecting “A” candidates, to partner with them before they plan their demos. What, open the kimono? Big #Yes!  By engaging and being collaborative each side knows what the other is looking for – don’t worry, you can spot a con in a second. What falls out is solid information and a start to a strong relationship. Now that’s building business value, building a win.

BTW: for those who still enjoy a visit from a sales rep, my idea works here too. Communicate “the whats” and its way easier to determine which solution will best fit your organization.

I bet your “partner” answers your support calls pretty quickly too.

The Inclusion Factor

I now work within an Agile software product development organization.  This isn’t my first position working within software companies, but it is the first time in an Agile environment.

I’ve noticed one special thing – the inclusion factor.

In the other positions marketing was invited late, or we just crashed the party, but not here. Instead, the product marketing manager is part of the team and expected to participate, collaborate, add value and answer these questions:

1) what have I done?

2) what am I doing?

3) what roadblocks do I have?

4) how can we help?

 Way cool!

More to come…

The Launch Queen Speaks (Series 3 of 4)

Part 3 of Agile Product Marketing Series:

  1. Product Marketing Becomes Agile
  2. What’s a Product Marketer Doing with a Roadmap?
  3. The Launch Queen Speaks
  4. It’s Not Small Change

A series written to help Agile and B2B Marketing teams understand each other’s conversations and methods. Previously we discussed how real-time dialog between Agile and Marketing teams drive Business Value by creating need-to-have features. This time we’re in a product launch.

Like adventure?

Try running a global product launch. I’ve described it as building a rope bridge while crossing a raging river filled with hungry alligators and sharp rocks.  Don’t look down and failure is not an option.  Not much time to recover from a botched job.

“Product commercialization and product launch requires a rigorous program strategy and execution.” – Found scribbled in my study notes, author is unknown.

Sounds Like We Need to Get Agile

No matter how you dice it, product launches are complex.  It’s all about teams, communication and performance… and successful transition. A launch isn’t a success until the product steps out into the cold, new world of Life Cycle.

Let’s back up to launch. Do all the teams:

  • Know the goals
  • Know the roles
  • Know the priorities
  • Commit and collaborate

In a traditional launch, stakeholders proceed within their own swim lanes. When done with their piece, over the wall! #FAIL

I Feel a Strong Need for Agile Advice

Marketing will take care of setting the market’s/analysts’/customers’ expectations of the product. Seeking Agile advice on continuous delivery, keeping teams collaborating and with how to integrate all the moving parts.

Keep on keeping on!

On the Tee:  It’s Not Small Change (Series 4 of 4)