Product Management Event at #ProductCon San Francisco on Launching New Products in Established Companies by Director of CPQ at Oracle, Fazal Gupta.

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Launching New Products in Established
Companies by Oracle Dir CPQ

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10. Fazal Gupta
S P E A K E R

11. Launching
Products in
Established Firms
Fazal Gupta

12. • Context Setup
• Business Case Phase
• Roadmap Phase
• Execution Phase
• Go to Market Phase
• My Learnings

13. Context Setup
• Why should I care
• Increased probability of career acceleration
in the organization
• Why does this matter
• Lessons from history - Kodak, Xerox,
weather channel, Microsoft
• My perspective based on
• Launching B2B products focused on selling
to medium-large enterprises
• One more thing….“All generalizations are
false. Including this one.” Mark Twain

14. Business Case Phase
• Strategic
• Product Addressable Market matters….But
not just for the new product alone
• Starts with a customer… you know them
quite well in many cases
• Can be bottom up or top down driven.. It
depends on org culture & type of idea
• Reactive
• Innovators have proven that market cares
• Resolving irritants for executives
• We should be doing this too…
• On paper funding is not an issue but…..

15. Roadmap Phase
• Definition of Success
• Logic of business case drives the success
metric
• Good might be good enough…
• Target Personas
• Likely a legacy product persona would need to
be accommodated
• Art of stack ranking features
• Need to go broad vs. focused
• Differentiate - Both internally & externally

16. Execution Phase
• Implementation
• Learn to believe….“slow & steady wins the
race”
• Don’t forget need to adopt standard operating
procedures & processes
• Assembling Team
• Skill set gap management is a reality
• Open to change attitude must-have in senior
PMs
• Where did they come from?

17. Go to Market Phase
• Sales compensation plan could be the
most important decision you make
• Coming up with a resonating & simple
message holds true and it will take time…
• Pricing is a multi-dimensional subjective
challenge
• PMs need to show data…
• Decision makers look for affinity with
other internal products
• Over abundance of collateral creators…too
many cooks in the kitchen can occur

18. My Learnings
• Choose your battles wisely…
• Cliché but true…team members matter more than strategy
• Just like a startup, maintain laser focus on getting initial customers
Remember to enjoy the journey &
small wins

19. Thank You

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