1. Lisa Crymes
Director, Healthcare Products & Strategy
Bottomline Technologies
October 14, 2011
Association for Strategic Planning - Atlanta

2. Business leaders would all agree that innovation is critical to
success in virtually every business. Product managers should be
responsible for maintaining strategic focus while coordinating
tactical activities.
This session will discuss the importance of keeping Innovation in
Product Management which drives revenue.

3. • Product Management Evolution
• Innovation
• What is Innovation
• Why is Innovation important to a business
• What is it important to be perceived as innovative as a
business leader

4. The overall responsibility of a product manager is to integrate the
various segments of a business into a strategically focused whole,
maximizing the value of a product by coordinating the
“production” of an offering with an understanding of market
needs.
~Linda Gorchels, The Product Managers Handbook

5. Product Management
spans from strategic to
tactical
Source: Pragmatic Marketing http://www.pragmaticmarketing.com/pragmatic-
marketing-framework

6. Innovation:
New ideas plus action that produces economic
value.

7. • Strategic thinking is valuable and important to support
innovation
• Tactical means executing on strategy – and is hard work!
“Great product managers have the innate ability to think
strategically then execute with a purpose by leading others for
whom they have no responsibility or authority”
Source: Strategic vs. Tactical Product Management - A Bad Idea
John Mansour 09.12.2006
http://www.proficientz.com/strategic-vs-tactical-product-management-a-bad-idea.html

8. • Schedule thinking time
• Fail Fast
• Diversify - have strategic alternatives to support growth
requirements
• Do not let the day to day suck you dry

9. about.me/lisaCrymes
Twitter @lisacrymes