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All The Responsibility But No Authority. Get Over It And Lead! Tom Evans @compellingpm Copyright 2013. The Lûcrum Group, Inc.
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Page 1: Keynote address for pcamp msp

All The Responsibility But No Authority. Get Over It And

Lead!

Tom Evans

@compellingpm

Copyright 2013. The Lûcrum Group, Inc.

Page 2: Keynote address for pcamp msp

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.

Page 3: Keynote address for pcamp msp

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.

Page 4: Keynote address for pcamp msp

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.

Page 5: Keynote address for pcamp msp

PM as the Quarterback

• Leads through trust of the team (Earned)

• Good decision making

• Calls the plays

Copyright 2013. The Lûcrum Group, Inc.

Page 6: Keynote address for pcamp msp

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.

Page 7: Keynote address for pcamp msp

HOW DO WE DEVELOP EARNED AUTHORITY?

Copyright 2013. The Lûcrum Group, Inc.

Page 8: Keynote address for pcamp msp

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.

Page 9: Keynote address for pcamp msp

Be a Student of the Game

Copyright 2013. The Lûcrum Group, Inc.

Page 10: Keynote address for pcamp msp

Copyright 2013. The Lûcrum Group, Inc.

Page 11: Keynote address for pcamp msp

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.

Page 12: Keynote address for pcamp msp

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.

Page 13: Keynote address for pcamp msp

Game Preparation

Copyright 2013. The Lûcrum Group, Inc.

Page 14: Keynote address for pcamp msp

Copyright 2013. The Lûcrum Group, Inc.

Page 15: Keynote address for pcamp msp

Game Preparation

The best PMs are market experts!

Copyright 2013. The Lûcrum Group, Inc.

Page 16: Keynote address for pcamp msp

Who Cares?

• Engineering

• Sales Team

• Marketing

• Management

• Customers

Copyright 2013. The Lûcrum Group, Inc.

Page 17: Keynote address for pcamp msp

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.

Page 18: Keynote address for pcamp msp

More Market Expertise

• Speak with partners

• Market facing personnel

• Industry news

• Network in the industry

• Competitive Analysis

Copyright 2013. The Lûcrum Group, Inc.

Page 19: Keynote address for pcamp msp

Share the Vision!

• Based upon market evidence!

Copyright 2013. The Lûcrum Group, Inc.

Page 20: Keynote address for pcamp msp

Great Relationships

Copyright 2013. The Lûcrum Group, Inc.

Page 21: Keynote address for pcamp msp

Great Working Relationships

Page 22: Keynote address for pcamp msp

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.

Page 23: Keynote address for pcamp msp

Professionalism

Unreliability - #1 career-limiting habit.

• Be prepared and on-time

• Keep your commitments

• Communicate - clearly

Copyright 2013. The Lûcrum Group, Inc.

Page 24: Keynote address for pcamp msp

Respect

• Understand and respect other’s jobs

• Don’t tell others how to do their jobs

Copyright 2013. The Lûcrum Group, Inc.

Page 25: Keynote address for pcamp msp

Dynamics of the Business

Copyright 2013. The Lûcrum Group, Inc.

Page 26: Keynote address for pcamp msp

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.

Page 27: Keynote address for pcamp msp

Points of Influence

Copyright 2013. The Lûcrum Group, Inc.

Page 28: Keynote address for pcamp msp

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.

Page 29: Keynote address for pcamp msp

Circles of Influence - Market

• Key customers

• Industry though leaders

• Industry connectors

• Get their insights

• Provide value to them

Copyright 2013. The Lûcrum Group, Inc.

Page 30: Keynote address for pcamp msp

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.

Page 31: Keynote address for pcamp msp

Questions?

Page 32: Keynote address for pcamp msp

Thank You!

Tom Evans

CompellingPM

[email protected]

@compellingpm

www.compellingpm.com

Copyright 2013. The Lûcrum Group, Inc. 32