This PMG session will review cross-functional team dynamics, leadership styles and the functional leadership required to lead Sales, Development, Quality, Service and Executive stake holders in propelling your product to a greater level of success.

1. Cross-Functional Teams:
A Leadership Role for Product Management
This PMG session will review cross-functional team
dynamics, leadership styles and the functional
leadership required to lead Sales, Development,
Quality, Service and Executive stake holders in
propelling your product to a greater level of success.
October 2012 - BCTIA - Product Management Group - Presenter / Facilitator
Derek Pettingale – Product Marketing Manager, Schneider Electric Solar Business

2. Next Event
Pragmatic Marketing
John Milburn will be our guest speaker
5-7pm, Tuesday November 13, 2012
Event will be at ACL Services, 1550 Alberni St
October 2012 - BCTIA - Product Management Group - Presenter / Facilitator
Derek Pettingale – Product Marketing Manager, Schneider Electric Solar Business

3. The goal of the Product Management Group is to promote and enhance the
profession of Product Management in BC’s technology industry. The BCTIA
with Members of the Product Management Group work collaboratively to:
• Promote Product Management as a recognized discipline
• Encourage the sharing of best practices in a non-competitive environment
• Provide networking and peer building opportunities for product managers
Product Management Group events are open to product managers, product
marketing managers or those responsible for product management in their
organization. Attendees must work for a BCTIA member company in any
technology sector, whose core business is the development and/or
distribution of technology-based products or services.

4. General Leadership Characteristics
Model the Way
– It’s the leader’s behavior that wins him respect
Inspire a Shared Vision
– Visions and dreams…leaders speak their constituents language,
understand their needs and have their interests at heart.
Challenge the Process
– Leaders venture out, learn, innovate, recognize and support.
Enable Others to Act
– Leaders foster collaboration, make people strong and build trust.
Encourage the Heart
– Leaders encourage with dramatic actions and simple acts.
The Leadership Challenge - 3rd Ed. Kouzes Posner

5. Typical Product Manager’s Leadership Challenge
• Taking responsibility without authority
• Making unpopular decisions while preserving relationships
• Tactical task overload vs. the need for proactive (strategic) work
• Generating enthusiasm while taking criticism

6. Additionally a PM’s Positional Authority is Typically Low
But the responsibility for your product line is neither shared nor conditional
Therefore taking responsibility for your product line requires the ability to
garner authority beyond your position’s direct authority through…
Great Product Knowledge
– Not really, having the right answer and a good argument is not enough
Understanding Market Problems
– Yes, and defining them in ways that can be solved profitably
Influencing Others
– Yes, By managing relationships, with good people and conflict resolution skills, and by
inspiring, delegating, enabling, establishing trust…

7. Establishing Authority and the Right to Leadership
By Understanding Market Problems…
– Market Information: Win Loss Reviews, Competitive Analysis, Technology Analysis
– Strategy: Defining the Market and its Channels, Defining a Winning Product portfolio
… Product Managers Will Be Able to Establish with Expert Authority
– Product Road Map, Business Plan, Positioning, Market Requirements
– Launch Plans, Sales Training, Collateral Tools, Demos, Presentations
… And Lead By Understanding the Product Marketing Process…
Market → Strategy → Business → Planning → Programs → Pre Launch → Post Launch
Understand Your Market and Know Your Craft.

8. You are the Messenger for the Market – So Stop Selling
Discover, Ask Questions, Listen, Clarify and Listen Some More…
– Customers / Lost Opportunities – Why?
– Why are the Potentials not even looking?
– What are the Prospects looking at now? Why?
– What are the competitors offering? Why?
Look Outside the Building
– Trade Shows /Conferences – Ask Questions and Visit with Competitors
– On site interviews / Win / Loss – You must write it down
– Focus Groups / Advisory Groups – Results must be recorded
– Secondary Research – You must actually read it!
Validate and Establish Facts
– Facts Outmuscle Opinion and Will Trump Organizational Hierarchy
– Surveys and Conjoint Analysis – Gather Data and Rank Options
– Offer Experiments – Tests Market Interest

9. What Product Management Owns and Where it Must Provide Leadership
Market Place
1-Win Loss Analysis 5-External Product Roadmap
6-Requirements 7-Positioning 8-Buying Process
Development Marcom Sales
2-Business Proposal 3-Business Plan 4-Product Roadmap
Executives

10. Typical Product Management Leadership
During Product Development and Launch Stages
Usually… By Trying to Support Established “Functional Teams”
– Attend Functional department meetings promoting support for…
– Development, Marketing, Sales, Support
– Narrow mandate based on function
– Functional team is the domain of the Functional Manager
– Functional leaders may not buy into carrying some of the responsibility
– Product Manager is only one with complete picture
Improve… By Establishing and Leading a “Cross-functional Team”

11. Where Could Product Management Improve Leadership?
Product Lifecycle Management
How… By Establishing and Leading a “Cross-functional Team”
– Standing Team Supporting the Lifecycle Management of the Whole Solution
– Technology, marketing, sales, support, professional services, production, localization…
– Broader Mandate than Development or Launch Team
– Product Manager will continue to communicate across the organization
– Cross-functional team members will carry some of the responsibility
– Assembling a cross-functional team and leading with market facts is the domain of the
Product Manager

12. Resources
www.pragmaticmarketing.com
Search: Cross Functional Team
http://www.pragmaticmarketing.com/resources/categories/leadership
Review: Resource Category on Leadership
View: Pragmatic Marketing Framework
Book: The Leadership Challenge - 3rd Ed. Kouzes Posner

13. Questions Discussion Comments
October 2012 - BCTIA - Product Management Group - Presenter / Facilitator
Derek Pettingale – Product Marketing Manager, Schneider Electric Solar Business

14. Next Event
Pragmatic Marketing
John Milburn will be our guest speaker
5-7pm, Tuesday November 13, 2012
Event will be at ACL Services, 1550 Alberni St
October 2012 - BCTIA - Product Management Group - Presenter / Facilitator
Derek Pettingale – Product Marketing Manager, Schneider Electric Solar Business