Nov 28: Product Portfolio Management w/ Veronica Figarella, Product Management Expert

Transcript from Nov 28, 2011: Global Product Management Talk
Veronica Figarella, Product Management Expert
Product Portfolio Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr

Veronica Figarella, Product Management Expert, Leads Discussion About Effectively
Managing Multiple Products

Podcast: http://bit.ly/sJpGF5
Links: http://bit.ly/vmAFcC

INTRO
Veronica Figarella, Product Management Expert, spoke at the weekly
Global Product Management Talk on Twitter Monday, November 28, 2011
at 4:00 PM Pacific Time using the hashtag #prodmgmttalk

Each week, The Global Product Management Talk features an expert guest
speaker who asks questions of the participants on Twitter in a Socratic
discussion. The speaker and co-hosts broadcast their comments over
BlogTalkRadio. The transcript of Tweets and podcast are available after the
live event.

ABOUT VERONICA FIGARELLA
Veronica Figarella is an experienced Product Manager and Marketing Specialist. Her experience includes
more than 10 years with the Telecom Industry, including Verizon (latam) as a Product Development
Manager, Telecom NZ (Australia) as a Business Portfolio Analyst, and managing all the Micro and SMB
(voice and data products) for Singtel (Australia). She currently provides Small Business Consulting and is a
guest lecturer at Universidad Metropolitana, UNIMET teaching entrepreneurial skills to undergraduate
students.

Veronica says, “As a regular participant of the Global Product Management Talks, I am thrilled to share my
knowledge and learn from my product management colleagues online as we discuss our experiences on
Managing Portfolios of Products!”

MENTIONED DURING TALK
Product Portfolio Management – Maximizing return with a complex product mix http://bit.ly/rJtQN2
Do Small Software Companies Need Portfolio Management, Too? http://bit.ly/sF0sC4
The Product Development Benchmark Report http://bit.ly/uarzIk
New Product Portfolio Management – What is it? http://bit.ly/skcjsw
Book: Portfolio Management For New Products: Robert G. Cooper, Scott J. Edgett, Elko J. Kleinschmidt:
http://amzn.to/sjBljM
Product Portfolio Management http://bit.ly/q6bxKK

QUESTIONS DISCUSSED
Q1. Is there more to Portfolio Management than budgeting and resource allocation?
Q2. What are the consequences of poor Portfolio Management?
Q3. What are some of the approaches to Portfolio Management?
Q4. When should the Portfolio Management Process kick in?
Q5. What are the key actions to design a Portfolio Management process?
Q6. When/How do you "kill" a product from your portfolio?
Q7. What is the best HR structure for optimal Portfolio Management?
Q8. Is there a "logical" way of grouping products to be managed by a single PM?

_______________________________________________________________________________________________

Sponsor us http://bit.ly/gF0Tt3 http://bit.ly/nnkOjG Thank you

@prodmgmttalk #prodmgmttalk GLOBAL PRODUCT MANAGEMENT TALK http://www.prodmgmttalk.com/ 1


TWEET CHRONOLOGY

Join Global Product Management Talk! http://linkd.in/jRmwRx
Never participated in a twitter chat? FAQs http://t.co/Qr2s1o0O
Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZflo
Learn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSf

TwtrChat411 Global Product Management Talk today on#ProdMgmtTalk at 4:00 pm PST -
http://t.co/mOEElz4j -10:00 AM Nov 28th, 2011

OneDeskApp Global Product Management Talk today on#ProdMgmtTalk at 4:00 pm PST -
http://t.co/anD4biyQ -11:52 AM Nov 28th, 2011

TwtrChat411 #ProdMgmtTalk starts at 4:00pm PST moderated
by@ProdMgmtTalk @cindyfsolomon @brainmates -3:00 PM Nov 28th, 2011

roadmapwarrior Trying to think of a good excuse for skipping#prodmgmttalk today - only coming up with the
truth: I'm too tired. -3:21 PM Nov 28th, 2011

VFigatelix @ProdMgmtTalk @roadmapwarrior @cindyfsolomon We'll make it light and easy!
hehehe #prodmgmttalk -3:35 PM Nov 28th, 2011

cindyfsolomon Getting pre-talk technical logistics in place w/@VFigatelix to discuss Product Portfolio Mgmt
w/ #prodmgmtcommunity in 20min #prodmgmttalk -3:39 PM Nov 28th, 2011

brainmates @VFigatelix @cindyfsolomon Looking forward to chatting about Product Portfolio Management
in 5 minutes#prodmgmttalk -3:55 PM Nov 28th, 2011

ProdMgmtTalk Global Product Management Talk live on the air! Listen in http://t.co/MGvLWqGv
#BlogTalkRadio #prodmgmt#prodmgmttalk -3:57 PM Nov 28th, 2011

cindyfsolomon Mutual admiration society here
w/ @brainmates@VFigatelix @prodmgmttalk ! #prodmgmttalk -4:00 PM Nov 28th, 2011

ProdMgmtTalk We're on the hour! Please introduce yourself & where you're tweeting from! Today's
resources :http://t.co/LLnzCj6Y #prodmgmt #prodmgmttalk -4:01 PM Nov 28th, 2011

brainmates Its Adrienne co-host from Sydney. Discussion on portfolio management extremely timely for a
project we are working on. #prodmgmttalk -4:01 PM Nov 28th, 2011

VFigatelix Hello everybody! really hoping to learn from everybody!! and start a nice
conversation! #prodmgmttalk -4:02 PM Nov 28th, 2011

cindyfsolomon This is Cindy from San Francisco Bay Area looking forward to chatting with
Veronica @VFigatelix & Adrienne @brainmates #prodmgmttalk -4:02 PM Nov 28th, 2011

_______________________________________________________________________________________________




cindyfsolomon Today we are talking about Product Portfolio Management - complex & interesting issues
#prodmgmttalk -4:03 PM Nov 28th, 2011

cindyfsolomon @VFigatelix explaining how she got into Product Portfolio Mgmt in big co w/many
subsidiaries - it was messy! #prodmgmttalk -4:08 PM Nov 28th, 2011

cindyfsolomon We are broadcasting live! Veronica talking with Adrienne & Cindy re: today's topic &
questions http://t.co/ekHt48Sg #prodmgmt #prodmgmttalk -4:08 PM Nov 28th, 2011

ProdMgmtTalk Q1. Is there more to Portfolio Management than budgeting and resource allocation?
#prodmgmt #prodmgmttalk -4:12 PM Nov 28th, 2011

cindyfsolomon You're welcome to call in to join the Global Product Management Talk audio conversation
CALL-IN (323) 927-2957 #prodmgmt #prodmgmttalk -4:13 PM Nov 28th, 2011

VFigatelix A1: It is a dynamic process, characterized by uncertainty and changing information and dynamic
opportunities #prodmgmttalk -4:14 PM Nov 28th, 2011

brainmates A1 Portfolio Management is about balancing the inter dependencies of a company's set of
products #prodmgmttalk -4:15 PM Nov 28th, 2011

ProdMgmtTalk Reading definition of Portfolio Management: strategic resource allocation
http://t.co/aAJJOxGT #prodmgmt #prodmgmttalk -4:15 PM Nov 28th, 2011

brainmates RT @Jim_Holland: A1: Portfolio mgmt is owning vision, products, EOL and a horizon oriented
view. Bus/tech/Finance IMO#prodmgmt #prodmgmttalk -4:15 PM Nov 28th, 2011

cindyfsolomon Its the entire system involved in managing the products - step back from product centric
focus #prodmgmt #prodmgmttalk -4:16 PM Nov 28th, 2011

cindyfsolomon Book: Book: Portfolio Management For New Products: Robert G. Cooper, Scott J. Edgett,
Elko Kleinschmidt http://t.co/g9vbR14j #prodmgmttalk -4:16 PM Nov 28th, 2011

VFigatelix A1:It includes periodical review of the total portfolio, Go/Kill decisions and developing new
product development process#prodmgmttalk -4:17 PM Nov 28th, 2011

ProdMgmtTalk @VFigatelix says its a big effort to align all stakeholders, i.e. financial planner vs. engineer
vs. marketing differing views #prodmgmttalk -4:18 PM Nov 28th, 2011

cindyfsolomon RT @Jim_Holland: A1: Portfolio mgmt is owning vision, products, EOL & a horizon oriented
view. Bus/tech/Finance IMO #prodmgmt #prodmgmttalk -4:18 PM Nov 28th, 2011

brainmates RT @VFigatelix: Includes periodical review of total portfolio, Go/Kill decisions & developing new
product development process #prodmgmttalk -4:19 PM Nov 28th, 2011

cindyfsolomon Not showing up in the Tweet stream? Twitter isn't indexing your tweets.
Solution: http://t.co/0EhQIXiX#prodmgmt #prodmgmttalk -4:20 PM Nov 28th, 2011

_______________________________________________________________________________________________




cindyfsolomon Q2. What are the consequences of poor Portfolio
Management? #prodmgmt #prodmgmttalk -4:21 PM Nov 28th, 2011

ProdMgmtTalk @VFigatelix says many consequences of poor portfolio mgmt: 1. reluctance to kill new
products or unprofitble ones #prodmgmt #prodmgmttalk -4:22 PM Nov 28th, 2011

VFigatelix A2: reluctance to kill unprofitable products, ineffective go/kill criteria, only adding to the "to do" list
w/o strategy#prodmgmttalk -4:23 PM Nov 28th, 2011

brainmates A2: You can't make isolated product decisions when you have a number of products. Impt to
manage portfolio#prodmgmttalk -4:23 PM Nov 28th, 2011

cindyfsolomon 2. lack of criteria to analyze w/in PLC spreads resources too thin - putting new
product/innovation dev at risk & fast track #prodmgmttalk -4:24 PM Nov 28th, 2011

brainmates RT @Jim_Holland: RT @cindyfsolomon: Q2. What are the consequences of poor Portfolio
Mgmt? #prodmgmt - Slow or immediate failure. [JH] #prodmgmttalk -4:24 PM Nov 28th, 2011

ProdMgmtTalk If you don't understand how prod fit into your market, risk cannabalization... #prodmgmt

brainmates A2: Poor portfolio management = canalization of some of your products in the
market. #prodmgmttalk -4:25 PM Nov 28th, 2011

ProdMgmtTalk If you're managing data w/in Telco - need all features to fix data under build...managing all
mobile, wireless, etc. inefficnt #prodmgmttalk -4:27 PM Nov 28th, 2011

brainmates A2: Poor portfolio management = cannibalization of some of your products in the
market. #prodmgmttalk -4:27 PM Nov 28th, 2011

VFigatelix A2: resources are spread too thing, quality of execution suffers, time to market gets
bigger #prodmgmttalk -4:27 PM Nov 28th, 2011

cindyfsolomon @VFigatelix says Head of PMs has bigst resp. to maintain sanity of entire portfolio

cindyfsolomon Risk of poor portfolio mgmt: 3. no strategic criteria for prodct & project selection result in
wrong products supported #prodmgmttalk -4:29 PM Nov 28th, 2011

VFigatelix A2: no strategic criteria for project/product selection, wrong products/project being picked, new
products don't strategy#prodmgmttalk -4:30 PM Nov 28th, 2011

ProdMgmtTalk Prod Port Mgmt req. judging new products on road map in real time w/market - need
strategic view to bet on future #prodmgmt #prodmgmttalk -4:31 PM Nov 28th, 2011

cindyfsolomon Q3. What are some of the approaches to Portfolio
Management? #prodmgmt #prodmgmttalk -4:31 PM Nov 28th, 2011

_______________________________________________________________________________________________




cindyfsolomon A3: Regardles of approach can only 1. add new products, 2. modify existing, 3. remove old
products #prodmgmt #prodmgmttalk -4:33 PM Nov 28th, 2011

brainmates Mckinsey view on Product Portfolio
Managementhttp://t.co/f88VsOjo #prodmgmt #prodmgmttalk -4:33 PM Nov 28th, 2011

ProdMgmtTalk RT @brainmates: Mckinsey view on Product Portfolio Management http://t.co/MYjJtN67

cindyfsolomon RT @brainmates: Mckinsey view on Product Portfolio Management http://t.co/MYjJtN67

cindyfsolomon @brainmates suggest A3: 4. reposition products in other markets (market view) #prodmgmt

VFigatelix A3: approaches: financial - more weight on NPV or ROI , strategic - more weight on betting on
future #prodmgmttalk -4:37 PM Nov 28th, 2011

cindyfsolomon @VFigatelix has an operational view because if you want to reposition prodct, you'll end up
launching new one (1 of 3 things) #prodmgmttalk -4:37 PM Nov 28th, 2011

ProdMgmtTalk @VFigatelix says develop criteria to determine 1. strategic 2. difficulty to implement 3.
financial rewards "What are goals?" #prodmgmttalk -4:39 PM Nov 28th, 2011

cindyfsolomon @VFigatelix says A balanced portfolio should both 1. short term wins and 2. long term fits

ProdMgmtTalk @brainmates says "Its all about balancing"#prodmgmt #prodmgmttalk -4:40 PM Nov 28th,
2011

brainmates RT @cindyfsolomon: @VFigatelix says A balanced portfolio should both 1. short term wins and
2. long term fits#prodmgmt #prodmgmttalk -4:40 PM Nov 28th, 2011

cindyfsolomon Q4. When should the Portfolio Management Process kick in? #prodmgmttalk -4:41 PM Nov
28th, 2011

cindyfsolomon A4: @VFigatelix says 1. start at idea conception or 2. later stage when have forum/tested -
she prefers 1. enter early #prodmgmttalk -4:41 PM Nov 28th, 2011

ProdMgmtTalk @VFigatelix says Should be an ongoing effort w/ board/heads of depts to discuss
initiatives...w/PM looking at total effort #prodmgmttalk -4:42 PM Nov 28th, 2011

cindyfsolomon @VFigatelix says The quest often not asked is "How does this fit with our current
portfolio?" #prodmgmt #prodmgmttalk -4:43 PM Nov 28th, 2011

brainmates RT @nilsie: Question: What tools do you use for doing product portfolio
management? #prodmgmttalk -4:44 PM Nov 28th, 2011

_______________________________________________________________________________________________




cindyfsolomon RT @brainmates: RT @nilsie: Question: What tools do you use for doing product portfolio
management? #prodmgmttalk -4:44 PM Nov 28th, 2011

wapolanco #prodmgmttalk Won't be able to make it to today's talk :( looking forward to the prodcast &
transcript. -4:44 PM Nov 28th, 2011

ProdMgmtTalk Tools: visual aids - plot market segments against strategic intent - put all proj/prods in middle
- see gaps in segments #prodmgmttalk -4:45 PM Nov 28th, 2011

cindyfsolomon @wapolanco Thanks 4 letting us know! Valuable info on Portfolio Management dovetails
nicely w/your talk! http://t.co/LLnzCj6Y #prodmgmttalk -4:45 PM Nov 28th, 2011

brainmates RT @nilsie: Would you do that in Excel?#prodmgmttalk -4:47 PM Nov 28th, 2011

cindyfsolomon @VFigatelix says depends on group charged w/Portfolio Mgmt to identify criteria to display
visually, incl time 2 mrkt #prodmgmttalk -4:47 PM Nov 28th, 2011

cindyfsolomon RT @brainmates: RT @nilsie: Would you do that in Excel? #prodmgmttalk -4:47 PM Nov
28th, 2011

cindyfsolomon @brainmates suggesting that @Accept360 and others develop tools for product portfolio
management #prodmgmttalk -4:49 PM Nov 28th, 2011

ProdMgmtTalk Share the link @nilsie for the product portfolio tools! #prodmgmttalk -4:49 PM Nov 28th,
2011

brainmates @nilsie Send us a link to your product portfolio management tool #prodmgmttalk -4:49 PM Nov
28th, 2011

cindyfsolomon Q5. What are the key actions to design a Portfolio Management
process? #prodmgmt #prodmgmttalk -4:49 PM Nov 28th, 2011

cindyfsolomon A5: key actions to design process 1. selection process or monitoring effort to bring every1
onboard ? #prodmgmt #prodmgmttalk -4:50 PM Nov 28th, 2011

cindyfsolomon A5> 2. are we using process to provide info or aiding model to make decisions? must take it
seriously - not just nice visuals #prodmgmttalk -4:51 PM Nov 28th, 2011

cindyfsolomon A5> 3. alignment on where info comes from, who gathers & analyzes
it #prodmgmt #prodmgmttalk -4:52 PM Nov 28th, 2011

ProdMgmtTalk Shout out for "Tools of the Trade" audio showhttp://t.co/FIDsloz7 to stay informed best in
class tools, methods & approaches #prodmgmttalk -4:53 PM Nov 28th, 2011

Brioneja @cindyfsolomon Key is the format/criteria chosen to classify projects #prodmgmttalk -4:54 PM Nov
28th, 2011

_______________________________________________________________________________________________




cindyfsolomon A5> 4. must agree on how flexible portfolio should be. successful ex: P&G does this well,
GE, Verizon #prodmgmt #prodmgmttalk -4:54 PM Nov 28th, 2011

ProdMgmtTalk The Product Portfolio Benchmarkhttp://t.co/3jtRAtLM #prodmgmt #prodmgmttalk -4:54 PM
Nov 28th, 2011

brainmates RT @cindyfsolomon: The Product Portfolio
Benchmarkhttp://t.co/CL4CU694 #prodmgmt #prodmgmttalk -4:55 PM Nov 28th, 2011

cindyfsolomon A5> key indicators - what are the criteria, net present value, ROI, satisfaction, net promoter
scores? How measure success? #prodmgmttalk -4:55 PM Nov 28th, 2011

ProdMgmtTalk RT @Brioneja: @cindyfsolomon Key is the format/criteria chosen to classify
projects #prodmgmttalk -4:55 PM Nov 28th, 2011

cindyfsolomon A5> 5. How & Why decide to end product - what indicators to kill, end of life (not like Google
Wave...)#prodmgmttalk -4:57 PM Nov 28th, 2011

cindyfsolomon A5> 6. How often do we revise the portfolio mix? Ev 6 mos, 3 mos, 1/yr, never? #prodmgmt

cindyfsolomon A5> 7. Are resources truly aligned with strategy? Linked back to adding strategic alignmnt to
success of products in pipeline #prodmgmttalk -4:58 PM Nov 28th, 2011

cindyfsolomon A5> 8. What is % of new products in mix? How successful are new
products? #prodmgmttalk -4:58 PM Nov 28th, 2011

cindyfsolomon A5> 9. Whats the right HR structure for the company? Maybe too much overhead in dif
division - clouds perspective...org struct #prodmgmttalk -4:59 PM Nov 28th, 2011

Brioneja @cindyfsolomon the problem with % new products criteria is that w/o complementary criteria it is a
sure path to incrementalism #prodmgmttalk -5:00 PM Nov 28th, 2011

ProdMgmtTalk So soon - end of hour - unedited transcript here in 1/2 hour http://t.co/VvuOzYhp Unedited
audio now: http://t.co/ekHt48Sg #prodmgmttalk -5:00 PM Nov 28th, 2011

cindyfsolomon RT @Brioneja: problem w/ % new products criteria is w/o complementary criteria it is a sure
path to incrementalism #prodmgmttalk -5:01 PM Nov 28th, 2011

Brioneja @cindyfsolomon minor variations are launched to replace existing products and keep upper
management happy, gaming the system #prodmgmttalk -5:01 PM Nov 28th, 2011

ProdMgmtTalk Do small companies need portfolio mgmt?http://t.co/Z0SGHno6 #prodmgt #prodmgmttalk -
5:02 PM Nov 28th, 2011

brainmates RT @cindyfsolomon: Do small companies need portfolio mgmt? http://t.co/Z0SGHno6
#prodmgt #prodmgmttalk -5:02 PM Nov 28th, 2011

_______________________________________________________________________________________________




VFigatelix RT @cindyfsolomon: Do small companies need portfolio mgmt? http://t.co/cU3Mh51y #prodmgt

cindyfsolomon Join us next week to talk with Elizabeth Quintanilla #prodmgmttalk -5:03 PM Nov 28th, 2011

cindyfsolomon All resources will be added here from today's talk http://t.co/LLnzCj6Y #prodmgmttalk -5:04
PM Nov 28th, 2011

VFigatelix http://t.co/nGQHR4cg read more about the topic! thanks for joining us! #prodmgmttalk -5:06 PM
Nov 28th, 2011

hanneshelander How does portfolio strategy differ in a startup compared to a larger or more established
company. #prodmgmttalk #agile #LeanStartup -5:06 PM Nov 28th, 2011

VFigatelix @hanneshelander in a #startup you need to focus more on products that provide initial cash flow

cindyfsolomon Thank you Veronica @VFigatelix Adrienne @brainmates @Jim_Holland @Brioneja
@nilsie @twtrchat411 @onedeskapp @hanneshelander #prodmgmttalk -5:11 PM Nov 28th, 2011

VFigatelix @cindyfsolomon @brainmates @Jim_Holland@Brioneja @nilsie @twtrchat411 @onedeskapp@
hanneshelander Thanks 4 being there! #prodmgmttalk -5:14 PM Nov 28th, 2011

cindyfsolomon Do Small Software Companies Need Portfolio Management, Too? http://t.co/NstYLwJi

ProdMgmtTalk 100 tweets generated 159,744 impressions, reaching an audience of 8,237 followers
#prodmgmttalk

ProdMgmtTalk Join us next week for Global Product Management Talk on Impacting Product Launch &
Event Marketing Success w/Elizabeth Quintanilla @equintanilla #prodmgmttalk

Global Product Management TalkTM is a weekly mini-product camp Socratic discussion
of pre-posted questions with live audio of thought leader and co-hosts commenting. Blog
http://bit.ly/eOFmB6

Stay in the know with the Global Product Management Talk Community!
Converse with us #prodmgmttalk http://bit.ly/i4EihK
Like Us on Facebook http://on.fb.me/lR0RNP
Join Us on LinkedIn http://linkd.in/jRmwRx
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_______________________________________________________________________________________________



Nov 28: Product Portfolio Management w/ Veronica Figarella, Product Management Expert

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