The 10 Most Important Levers of Control That All Product Managers and Product Marketers Must Use to Drive Product Success! Tom Evans CompellingPM @compellingpm Copyright 2015. The Lûcrum Group, Inc. 1
The 10 Most Important Levers of Control That All Product Managers and Product Marketers Must Use to Drive Product Success! PCA15
Aug 18, 2015
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The 10 Most Important Levers of Control That All Product Managers and Product Marketers Must Use to Drive
Product Success!
Tom Evans
CompellingPM
@compellingpm
Copyright 2015. The Lûcrum Group, Inc. 1
2
Sponsors
Diamond
In Kind
Gold
Platinum
The Big Question
• Should Product Management/Marketing Take Responsibility for Product Success or Failure?
– Yes: The Product Manager is CEO of the product and the buck stops there!
– No: We don’t have direct control of those (engineering, sales, marketing, etc.) who ultimately impact the success!
Copyright 2015. The Lûcrum Group, Inc. 3
Identifying Levers of Control
Copyright 2015. The Lûcrum Group, Inc. 4
Financial MetricsStrategic Metrics
Product Success
Identifying Levers of Control
Copyright 2015. The Lûcrum Group, Inc. 5
Financial MetricsStrategic Metrics
Sell More
Higher Price
Lower Cost
Product Success
Identifying Levers of Control
Copyright 2015. The Lûcrum Group, Inc. 6
Financial MetricsStrategic Metrics
Sell More
Higher Price
Lower Cost
Product
Price
Place (Channel)
Promotion
Product SuccessKey Levers/Tools
Strategic Levers of Control
7
Product
Price
Place (Channel)
Promotion
Creating Leverage
Copyright 2015. The Lûcrum Group, Inc.
Strategic Levers of Control
Copyright 2015. The Lûcrum Group, Inc.
8
Product
Price
Place (Channel)
Promotion
Creating Leverage
Go-to-Market Strategy
Copyright 2015. The Lûcrum Group, Inc.
Defining Leverage
What is a Go-to-Market Strategy
• A Go-To-Market strategy is how a company delivers their unique value proposition to their target market and creates a competitive advantage.
– How do you create value?
– How do you deliver the value?
– How do you capture the value?
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Strategic Levers of Control
Copyright 2015. The Lûcrum Group, Inc.
10
Product
Price
Place (Channel)
Promotion
Creating Leverage
Go-to-Market Strategy
Market Analysis (Context)
Discovering Leverage
Copyright 2015. The Lûcrum Group, Inc.
Defining Leverage
Go-to-Market Strategy
Market Analysis
PM2 Levers of Control™
Copyright 2013 - 2015. The Lûcrum Group, Inc. 11
Executional LeversProduct
•Whole Product
•Effective Requirements
Price
•Value-Based Pricing
Place (Channel)
•Sales Tools
•Sales Enablement
•Channel Programs
Promotions
•Product Marketing Tools & Content
•Product Marketing Program Plans
Target Markets PositioningCompetitive
StrategiesMessaging Platform
Alignment to Business Drivers
VOC Competitive Analysis Ecosystem Analysis
Product Strategy Pricing Strategy Channel Strategy Promotional Strategy
What Are You Going to Be?What Will You Do Different?
Copyright 2015. The Lûcrum Group, Inc. 12
Free 30 Minutes PM/PMM Consult
• First 10 to submit information on form
• http://compellingpm.com/freeonehour/
• Please include background on topic or issue
• Must include company info (no Gmail)
Copyright 2015. The Lûcrum Group, Inc. 13
14
Sponsors
Diamond
In Kind
Gold
Platinum
Thank You!
Tom Evans
CompellingPM
@compellingpm
www.compellingpm.com
Copyright 2015. The Lûcrum Group, Inc. 15
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