1. Product Management: A Framework for Growing Revenue & Market Share
Solutions Marketing Design/Development/QA Solutions Marketing
Product Management
Assess Create a Plan Product Design & Develop Rollout & Launch
Markets Strategy Releases Products Products
Align Create Deliver
Segment & Size Design & Validate
Objectives with Vision Target Customer Sales & Marketing
Markets The User Experience
Snapshot Materials
Create Deliver
Quantify Prioritize Define
Functional / Technical Training, Service &
Revenue Potential Target Markets Business Requirements
Requirements Support Materials
Ideas Analyze Create Train
Market Trends Product & Solution Validate, Prioritize Develop Sales, Service, Support
& Set Scope Product or Service
Emerging and Drivers Roadmap & Channel
Technologies Requirements
Value Chain
Verify
Assess Identify Create Test & Assure
Market Drivers Competition Strategic Partners Product Release Plan Quality
Infrastructure
Readiness
Customer Needs
Map Core Align Approve & Validate Execute
Competencies to Operational Initiatives Communicate Commercial Readiness Marketing Plan
Market Segments The Plan
Determine Identify OUTPUTS Release to OUTPUTS
Most Viable Markets Risks Marketing / Production
Target Customer
Snapshot
Approve & Communi- Business
OUTPUTS OUTPUTS Certified
cate the Strategy Requirements
Document User Stories Product
Market
Assessment & Functional
Product Release
Requirements
OUTPUTS Plan
Strategic Plan Technical
Requirements Organizational
Product / Solution
www.zigzagmarketing.com Roadmap Test Plans Readiness
©2009 ZIGZAG Marketing, Inc.

2. The Requirements Value Chain: Improving the Performance of Product Companies
Requirements
Requirements Business
Market Organization User Product
Phase
Phase Function
Define Define Create Define & Validate
Create
Market Trends & Target Customer Target Customer User Stories &
Technical Design
Business Drivers Strategic Objectives Snapshot Product Requirements
Define & Validate Define & Validate Create
Define
Business Requirements What-If Scenarios & Technical
Activities
Activities Products & Solutions
& Product Capabilities Product Requirements Specifications
Design & Validate
User Interactions
Target Product & Business User Stories Technical
Market Solution Requirements & “What-If” Specs
Snapshot Roadmap Document Scenarios
Outputs
Outputs
Functional &
Product Functional Technical
Release Plan Requirements Test Plans
Marketing & Sales Outputs
Positioning, Press-Analyst-Investor Briefings, Website, Literature, Sales Training Materials, Demos, etc.
Launch
Launch
Value
Value Service & Support Outputs
Release Notes, Training Materials, Knowledge Base Articles,
Installation/Implementation Guides, etc.
Customer Outputs
User Documentation, How-to Guides, Help Content,
Reference Cards, Training Tutorials, etc.
www.zigzagmarketing.com ©2009 ZIGZAG Marketing, Inc.