Keynote address for pcamp msp
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All The Responsibility But No Authority. Get Over It And
Lead!
Tom Evans
@compellingpm
Copyright 2013. The Lûcrum Group, Inc.
Challenge
Responsibility for products success, but no authority over those that help us achieve that.
• We can’t hire & fire
• Limited budget authority
Copyright 2013. The Lûcrum Group, Inc.
Types of Authority
• Given Authority
–Based upon title or position
• Earned Authority
–Based upon establishing respect & credibility
–Based upon what we do and say
– Enables us to use influence
Copyright 2013. The Lûcrum Group, Inc.
Who Would You Prefer to Work With?
A. Someone with given authority, but not earned authority?
B. Someone that has established earned authority, but has not given authority?
Copyright 2013. The Lûcrum Group, Inc.
PM as the Quarterback
• Leads through trust of the team (Earned)
• Good decision making
• Calls the plays
Copyright 2013. The Lûcrum Group, Inc.
Poll Question
1. How many think their executive team understands the role of Product Management/Product Marketing?
2. How many of you have been through formal Product Management/Product Marketing training?
Copyright 2013. The Lûcrum Group, Inc.
HOW DO WE DEVELOP EARNED AUTHORITY?
Copyright 2013. The Lûcrum Group, Inc.
Developing Earned Authority
1. Be a student of the game
2. Game preparation (Market Expertise)
3. Create great relationships
4. Know the dynamics of the business
5. Discover points of real influence
Copyright 2013. The Lûcrum Group, Inc.
Be a Student of the Game
Copyright 2013. The Lûcrum Group, Inc.
Copyright 2013. The Lûcrum Group, Inc.
How to Be a Student of the Game
• Develop your core knowledge &skills
• Continual learning
• Coaching/Mentoring
• Validate your skills/knowledge
Copyright 2013. The Lûcrum Group, Inc.
How to Be a Student of the Game
• Formal training
• Read books
• Attend webinars
• Learn from others
• Share your knowledge
• PM/PMM Certifications
Copyright 2013. The Lûcrum Group, Inc.
Game Preparation
Copyright 2013. The Lûcrum Group, Inc.
Copyright 2013. The Lûcrum Group, Inc.
Game Preparation
The best PMs are market experts!
Copyright 2013. The Lûcrum Group, Inc.
Who Cares?
• Engineering
• Sales Team
• Marketing
• Management
• Customers
Copyright 2013. The Lûcrum Group, Inc.
How to Develop Market Expertise
• Time with the market –Customer visits
–Online communities
–Win/loss
–Advisory committees, user groups
–Occasional sales call
• Speak more with the market than anyone else!
Copyright 2013. The Lûcrum Group, Inc.
More Market Expertise
• Speak with partners
• Market facing personnel
• Industry news
• Network in the industry
• Competitive Analysis
Copyright 2013. The Lûcrum Group, Inc.
Share the Vision!
• Based upon market evidence!
Copyright 2013. The Lûcrum Group, Inc.
Great Relationships
Copyright 2013. The Lûcrum Group, Inc.
Great Working Relationships
Key Constituents
It's not just about how they can help you succeed, but how you can help them
succeed and do their job better.
Copyright 2013. The Lûcrum Group, Inc.
Professionalism
Unreliability - #1 career-limiting habit.
• Be prepared and on-time
• Keep your commitments
• Communicate - clearly
Copyright 2013. The Lûcrum Group, Inc.
Respect
• Understand and respect other’s jobs
• Don’t tell others how to do their jobs
Copyright 2013. The Lûcrum Group, Inc.
Dynamics of the Business
Copyright 2013. The Lûcrum Group, Inc.
Address Real Business Issues
• Business strategy
• Business objectives
• Key drivers of profitability & growth
• Core competencies
• Impact on other parts of organization
Copyright 2013. The Lûcrum Group, Inc.
Points of Influence
Copyright 2013. The Lûcrum Group, Inc.
Circles of Influence- Internal
• Who influences what decisions?
• Who is invited to make decisions?
• Who has finger on pulse of company?
• Get their insights
• How do you become valuable to them?
Copyright 2013. The Lûcrum Group, Inc.
Circles of Influence - Market
• Key customers
• Industry though leaders
• Industry connectors
• Get their insights
• Provide value to them
Copyright 2013. The Lûcrum Group, Inc.
Developing Earned Authority
1. Be a student of the game
2. Game preparation (Market Expertise)
3. Create great relationships
4. Know the dynamics of the business
5. Discover points of real influence
Copyright 2013. The Lûcrum Group, Inc.
Questions?
Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2013. The Lûcrum Group, Inc. 32
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