Thanks everyone who participated in this webcast from The Association of International Product Marketing and Management (AIPMM). Each year Actuation Consulting conducts a global study of product team performance which examines the dynamics of high performing product teams. This year's study was sponsored by 13 different organizations the majority of which are professional associations spanning the spectrum (product management, project and program management, user experience, etc.). This broad support makes the study truly unique. Join us to learn more about the findings from this year's study and the implications for your product team. Here we share insights on the factors that drive product team performance and separate high performance teams from the rest of the pack. About the Speaker Greg Geracie is the President of Actuation Consulting, a global provider of product management training, consulting, and advisory services to some of the world's most well-known organizations. Actuation Consulting provides popular training courses for product managers and product teams and publishes the global Study of Product Team Performance annually. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

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Today’s Speaker
Moderator:
Therese Padilla, President, AIPMM
Presenter:
Greg Geracie
Actuation Consulting
Greg@ActuationConsultingllc.com
+1-312-775-2373

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FEATURED PRESENTATION

8. © 2011 Actuation Consulting, LLC
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The Study of Product Team Performance, 2013

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9
The material contained in this presentation is protected under the
copyright laws of the United States. This material may not be reproduced
in any form or by any means without the express written permission of
Actuation Consulting. Any infringement of these copyrights or trademarks
will be prosecuted to the full extent of the law.
The survey data in this presentation is available for use by qualified
educational institutions and may be licensed by all other parties. Please
contact us directly to learn more.
© 2013 Actuation Consulting. All rights reserved.

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Propel forward.Agenda
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Introduction
Role Clarification Questions
Product Development Methodology Insights
Drill Down Into Last Year’s Findings
Demographics
Questions and Answers

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Introduction
Greg Geracie - Study Author
• President of Actuation Consulting
• Author of the global best seller Take
Charge Product Management
• Led the development of The Guide to
the Product Management and
Marketing Body of Knowledge
• Adjunct Professor at DePaul
University’s College of Computing and
Digital Media

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Introduction
David Heidt – Study Co-Author
• President Chicagoland Chapter of
the International Institute of
Business Analysis (IIBA)
• Progressing the professional
disciplines of business analysis
and product management
• Helps organizations deploy
enterprise workflow and content
management solutions for
knowledge management and
process optimization

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Introduction
Ron Lichty – Study Co-Author
• Principal, Ron Lichty Consulting
• Co-author of the acclaimed
Managing the Unmanageable:
Rules, Tools, and Insights for
Managing Software People and Teams
• 20 years leading programming,
30 years in software development
• Works with companies and teams:
transforms chaos to clarity to
make software development hum

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Introduction
Steven Starke – Study Co-Author
• Steven is an expert in project
management for product
development projects
• Author of S.T.O.P. The Project
Management Survival Plan
• Steven regularly contributes
material to Actuation Consulting’s
thought leadership activities and
blog

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Sponsors
Promotional Partners
Sponsors and Partners

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Survey Method
• The sponsors and promotional partners emailed
invitations to take a web-based survey
• All respondents were anonymous (optional
disclosure)
• Interested in hearing from the following roles:
– Business analyst
– Development managers
– Engineer
– Product manager
– Program manager
– Project manager
– Product owner
– User experience professionals
16

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Do you play an active role creating or enhancing
products or services within your organization?
17
Demographics

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Which of the following titles best describes your
primary role?
18
Demographics

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Which of the following titles do you directly
report to?
19
Demographics

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Which of the following best describes your
organization’s primary business focus?
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Demographics

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How do you define the role of a product manager
in your organization?

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What member of the team has the most influence?
with executive stakeholders?

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Which of the following methodologies best describes
the way your organization develops products?
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Product Development
Methods

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Product Development
Methods
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Less than $50 M $50 to $499 M $500 to $2 B More than $2 B
Waterfall
18.42% 15.79% 28.95% 36.84%
Lean
25% 25% 12.5% 37.5%
Blended (Some
Waterfall and
some Agile)
34.85% 22.73% 16.67% 25.76%
Agile
54.35% 22.83% 14.13% 8.7%
Don’t know
45% 25% 15% 15%
Which of the following methods best describes
how your organization develops products?

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Which methodology do you associate with increasing
the profitability of your product?
25
Product Development
Methods

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Review: The Five Factors
(2012)
• Discovered that five key factors were common across
high-performing product teams
• Likelihood of a product team performing at a high level
is 67%, if all five factors are in place, only 2% in their
absence!
• These factor are:
– Unwavering executive team support
– Strong product team alignment
– Post-product development focus
– Assigning core team members
– Onboarding

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This Year’s Findings (2013)
Regression analysis points to three themes
from last year and three new…

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An Aligned Strategy
High-performance product teams need to link
to a well communicated corporate strategy.

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Business Unit Leader
Engagement
Access to the senior business leader leads to higher
levels of product team performance.

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Product Manager Role
Definition
A clearly defined product manager role leads to
higher levels of product team performance.

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Onboarding Product Team
Members
Only 4% of organizations indicate they have a best
practice onboarding product team members.

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The Importance of Product
Launch
Millions spent sheparding products through product
development only to underinvest in launch.

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Where does the effectiveness of your product
team break down?

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Conclusion
• However, our statistical research indicates that
improving any of these factors will significantly add
to your product team’s performance.
• The data indicates that last year’s factors are highly
relevant but teams should also pay attention to
business leader access, product manager role
definition, and the landmines that undermine
success.
This year’s study sheds additional light on the
factors that drive high performance

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2013 White Paper
• Executive summary details the
key findings along with our
interpretations
• Comprehensive overview of the
survey questions and responses
• Detailed analysis of the data
• Download your free copy at:
www.ActuationConsulting.com
Provides compelling details

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Contact: Greg Geracie at 312.775.2373
Greg@ActuationConsultingllc.com
Follow Us!
Facebook: http://www.facebook.com/pages/Actuation-Consulting/
Our Blog: http://www.actuationconsultingllc.com/blog/
Twitter: @GregGeracie
www.ActuationConsulting.com

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Q & A
Moderator:
Therese Padilla, President, AIPMM
Presenter:
Greg Geracie
Actuation Consulting
Greg@ActuationConsultingllc.com
+1-312-775-2373

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