In this presentation former Cisco Director of PM Wayne Green explains how to manage the whole product through keeping your finger on the pulse of customer's interactions with all aspects of product experience and the underlying people/organization responses.

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How to Manage the Whole Product by
former Cisco Director of PM

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8. Wayne Greene
TONIGHT’S SPEAKER

9. HOW TO MANAGE THE WHOLE
PRODUCT
Wayne Greene
Co-Founder & VP Marketing, RigD
Product School Silicon Valley
August 2018

10. Agenda
• A little about me
• A little about where I work now
• What is the Whole Product?
• What can go wrong if you are not managing the Whole Product
• How to manage the whole product throughout a key PM lifecycles

11. A little about me…. @prodmgmtcloud
wmgreene@gmail.com
• 12 years in Semiconductors and Integrated Circuits at Hewlett Packard
• 6 years as an IT and Outsourcing Practitioner at Hewlett Packard
• Move to the dark side of IT management software: CA Wily and Tidal Software (first formal PM
title)
• Tidal was acquired by Cisco, spent 4 years building new product lines (including cloud automation)
and acquired newScale and worked with other newly acquired companies
• 3 years at VMware, working on both operational management and service automation
• Multiple consulting and advising positions around IT operational management software
• Co-Founder and VP of Marketing at RigD
• Active Blogger, Speaker, Career Coach and Author

12. Why Product Management
YOU
Manager
Customers
Direct
Reports
Partners
Intersection of Business Acumen,
Partner/Peer Teamwork,
Customer Advocacy &
Empowering Teams
We all arrive at PM coming along
different vectors: business,
marketing, technology, practitioner
or architect

13. A little about where I work: RigD….
Make Slack the place for Teams to get work done, not just talk about it.
https://www.rigd.io/rigd-is-ready-to-help-our-3rd-beta-is-live/

14. THE WHOLE PRODUCT – WHAT IS THAT?

15. http://www.siliconstrat.com/technology-
marketing/whole-product-definition/
The whole product
The whole product bridges the gap between the marketing promise your company makes to
customers and your product’s ability to deliver on that promise. It includes all the products and
services that are necessary to augment or complete the product so that it becomes a complete
solution and lives up to its value proposition.
The four layers of the whole product
Generic product: the product that ships when a purchase is made
Expected product: the product the customer believes he buys when he orders the generic
product
Augmented product: the idealized form of the product that provides the greatest chance that
the customer will achieve his stated buying objective
Potential product: the apparent growth path of the benefits demonstrated by the product as it
is improved, and as it is complemented and strengthened by other products and services
https://www.marsdd.com/mars-
library/product-strategy-in-product-
development-and-the-whole-product/

16. “Whole product” as I’m using it here is from Geoffrey Moore’s Crossing the
Chasm, where the importance of ensuring that everyone who is working
make the product successful understands (1) what that product is, and (2)
how what they’re doing is affecting the success of the product.

17. LET’S TAKE THE WHOLE PRODUCT
CONCEPT
AND INTERSECT THAT
WITH THE WORLD THE PM LIVES IN

18. Whole Product and the PMs World
Customer’s Whole Product Experience
First Marketing
Experience
Word of Mouth
Awareness
Evaluation
Trial / Proof of
Concept
Purchase
Contracts &
Purchase
First Login &
Set Up
Professional Services
Configure &
Customize
Support &
Upgrades
Offboarding
&
Data
Repatriation
End of
Support
End of Life
Marketin
g
Product Management
Sales
Engineers &
Sales
Sales
Finance
Legal
Professional Services
Support

19. How Does The PM Operationalize
this?
➢ Good product managers know this instinctively.
➢ They prioritize their day based upon it.
➢ They schedule their meetings to include all the right people.
➢ During business trips they meet with people while others think: “Why waste
time by meeting with that person in that organization?”
➢ Quite simply the whole product is every interaction the customer has with
your product.

20. Examples of what can go wrong…
Your marketing message could be
targeting the wrong people with
the wrong value proposition
Your sales guys could be
inadvertently making enemies by
not knowing the true customer
use cases or not understanding
the customer environment
The proof of concept may require
so much work that the customer
thinks that so much heavy lifting is
involved that they just move on to
the next column in their
spreadsheet
Initial install and configuration of
the product takes way too long
and some changes even require a
reinstall
The product running in the
customer environment appears
slow due to underestimated
hardware, or a complex and slow
ecosystem of integrations
The customer realizes they need a
team of four full-time people with
your product name tattooed on their
foreheads just to keep their users—
the customers of your customer
happy and supported
Your customer support appears to
know less than the customer does
about the product, or sticks to a
support script that is outdated and
does not deal with environment
issues
Upgrade time, hooray, but wait,
the customer realizes they need
side by side systems and an outage
window lasting through a 4-day
weekend
Customer decides to move off
your product, but realizes that key
data payloads are in encrypted
blobs deep in the database that
they have no access to

21. Let’s discuss how to manage the whole
product throughout key PM lifecycles
• Customer Lifecycle – First Marketing Experience to Sunset
• Product Lifecycle – Phase in the Market
• Release Lifecycle – From Strategy to Release/Launch/Retire

22. Product Lifecycle – First Marketing Experience to Sunset
Customer’s Whole Product Experience
First Marketing
Experience
Word of Mouth
Awareness
Evaluation
Trial / Proof of
Concept
Purchase
Contracts &
Purchase
First Login &
Set Up
Professional Services
Configure &
Customize
Support &
Upgrades
Offboarding
&
Data
Repatriation
End of
Support
End of Life
Marketin
g
Product Management
Sales
Engineers &
Sales
Sales
Finance
Legal
Professional Services
Support

23. Product Lifecycle –
Phase in the Market

24. Release Lifecycle –
From Strategy to Release/Launch/Retire

25. QUESTIONS?

26. Thank you and further reading
Book (ebook or print): From Product Management to Product Leadership: The Advanced
Use Cases - https://www.amazon.com/Product-Management-Leadership-Advanced-
Cases/dp/0692088512
Career Coaching: https://fromchemistrytoclouds.com/pm-career-coaching/
Podcast:
Blog: www.fromchemistrytoclouds.com

27. www.productschool.com
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