Had an opportunity to present at the Business Analyst conference in Bangalore hosted by Business Analyst world and IIBA. Topic was the multifunction team challenges for BA, PMs and Project Managers

1. Interlock for Business Analysts (BA), Project Managers & Product Managers Challenges for a Multifunctional Team Pinkesh Shah, CISSP CPM CPMM CEO Adaptive Marketing www.adaptivemarketing.in

2. 2 We consult with companies and train professionals on “productizing” Training Train and certify productprofessionals (BA, Project Mgrs, PMs, Engineering, Prod Marketing for accelerated career growth Consulting Helping companies launch new product lines and scale existing ones throughout the product lifecycle with predictable success. Execution Integrate with client’s management team and help set and execute product strategy

3. Lets discuss Insights into the process of “productizing” Role of a BA, Product Manager and Project Manager in a product team Unique challenges for a multifunctional team and how to solve for them Trends in India for BA/Product Managers

4. “Productizing” Process:: Idea to Enterprise Productizing = Value Management Product Manager orchestrates the process of productizing

5. Cross Functional Product Team Reliable Ravi Savvy Smita Coordinating Kevin Analyzing Anil Techie Tarun

6. Phases of “Productizing” Strategic Planning Market Analysis Product Planning Go To Market Enabling Choosing to Build Building Profitably Building it right Marketing it right Selling, Operationalizing Understand the Problem Needs/ Wants Feasibility Competition Business Plan - P&L Strategic Roadmap Market Requirement Product Requirement, Definitions, Prioritizations Change Control Project Execution Requirements Testing User Acceptance Feedback control Compelling Value Proposition Messaging & Comm. Channels Creating Awareness & Demand Transition to Operations Sales & Channel Setup Product Mgr BA Product Mgr BA BA, Project Mgr BA, Project Mgr, PM Prod Mgr, Prod Mktg Mgr BA, Proj Mgr Prod Mgr, PMM

7. Product Positioning Adaptive Productizing FrameworkTM Product Strategy Personas & Scenarios Value Research & Analytics Resources & Competencies Target Market Sizing Win/Loss Analysis Competitive Analysis Pricing & Packaging Buy/Build/ Partner Requirements Routes to market Collaterals & Sales Tools Product Line Economics Marketing Plan Launch Plan Customer Acquisition Lead Generation& PreSales Channel & Sales Training Evangelism Thought Leadership Performance Analysis Business Model & Plan Product Roadmap Customer Relationship Mgmt Market Analysis Strategic Planning Product Planning Go To Market Sales Enablement Market Acceptance Planning Choosing to Build Building Profitably Building it right Marketing it right Selling effectively

8. Primary Focus Define and Manage plan execution, monitor and control variations Product Management Project Management Business Analysis

9. Three Disciplines aka “The Dream Team”

10. Challenges – Career Path Lack of Established career path ladder Creative titles come in the way Global baselines still being rolled out in companies and captives in India

11. Career Path for a PM CEO Product BU Owner Portfolio Owner Product Line Owner Product Business Owner (ex.P&L) Product Features Owner Product Module Owner (ex. Requirements Mgmt) 11

12. Challenges – Role Interlock Agreement on Productizing Process Organizational Structure and enablement of the role definitions

13. Challenges – Market Context Translating pain points into solvable problems Customer Context ≠ Market Context Building because they can not because they should

14. India’s firstAnnual Product Management Benchmark 14 Report launched at NASSCOM in Nov 2010 Surveyed 500+ Business Analysts, Product Managers, Project Managers and Product Marketing managers in India Goal was to get ground reality insights, challenges in the role of these professionals in India Download the full report at www.adaptivemarketing.in

16. PM Experience: 3.4, Total Exp: 9.5

17. 68% have Masters degree, 55% MBA

18. 9 out of 10 are males

19. Median salary 19Lakhs (2-3 years of experience)

20. Titles: Business Analyst, Requirements Analyst, Product Mgr, Product Specialist, Strategic Marketing Mgr

21. 53% work for a product company with revenues > 1B$ (MNC India centers)Business Analyst, Requirements Analyst, Product specialist, Product Owner, Technical Product Manager, Client Engagement Manager….(43 registered!) Roles and Titles mapping is all over the place in India Most PMs in India come from an engineering background 15

22. What are they doing? 16 Spending only 10% on Market Analysis Most of the time spent in Product Planning (30%):: Requirements Management (71%) Understanding and Prioritizing which market problems to solve is key before you build MBA/Certification does help accelerate career path Build because you “should” not because you “could” In <5 years experience group, PMs who had certifications/MBA made 14.8% more than those who didnt

23. Visit www.adaptivemarketing.in for schedule of certification workshops transforming professionals to become Global Product Managers engage@adaptivemarketing.in Questions?

24. 18 Scheduled Training Offerings