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  • Product Management:: Improving Organizational Effectiveness

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    Amit Abhishek Topno
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    This document discusses improving organizational effectiveness through better defining and aligning product management roles. It explores how product manager roles relate to organizational structure, and factors that affect how well product management "fits" within an organization's structure. Specifically, it examines how product managers must work across functions in a matrix structure rather than a traditional structure. It emphasizes the need to break down barriers between functions by establishing mutual expectations between product management and other roles to increase success.

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    This document discusses improving organizational effectiveness through better defining and aligning product management roles. It explores how product manager roles relate to organizational structure, and factors that affect how well product management "fits" within an organization's structure. Specifically, it examines how product managers must work across functions in a matrix structure rather than a traditional structure. It emphasizes the need to break down barriers between functions by establishing mutual expectations between product management and other roles to increase success.

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    17 views13 pages

    Product Management:: Improving Organizational Effectiveness

    Uploaded by

    Amit Abhishek Topno
    This document discusses improving organizational effectiveness through better defining and aligning product management roles. It explores how product manager roles relate to organizational structure, and factors that affect how well product management "fits" within an organization's structure. Specifically, it examines how product managers must work across functions in a matrix structure rather than a traditional structure. It emphasizes the need to break down barriers between functions by establishing mutual expectations between product management and other roles to increase success.

    Copyright:

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    of 13

    Product Management:

    Improving Organizational Effectiveness


    Linda Gorchels
    Director, Executive Marketing Programs Fluno Center for Executive Education School of Business, UW-Madison (608) 441-7336 lgorchels@exed.wisc.edu
    University of Wisconsin-Madison Executive Education

    Questions well explore


    How do product manager roles relate to organization structure?
    What factors affect the structural fit of product management? How can cross-functional expectations be better aligned?
    University of Wisconsin-Madison Executive Education

    Lets start with the basics

    University of Wisconsin-Madison Executive Education

    Product Manager Continuum


    Upstream planning (strategic) Downstream planning (tactical)

    Strategic product line planning


    New product development Product life cycle management

    Annual marketing planning


    Advertising & promotions Sales support
    Product planner

    Tactical products manager

    Product support
    Product marketing manager

    Product manager
    University of Wisconsin-Madison Executive Education

    How do product managers work?


    Product managers must work through other people in a matrix structure (over a traditional structure).
    The various functions become resources.

    The product manager becomes the central knowledge repository.

    University of Wisconsin-Madison Executive Education

    What are traditional structures?


    Functional Divisional
    CEO

    CEO HR Mktg Mfg


    Div. A
    MFG Mktg

    Div. B
    MFG

    Div. C
    Mktg

    University of Wisconsin-Madison Executive Education

    Matrix structures
    Transparent Heavyweight

    Autonomous

    University of Wisconsin-Madison Executive Education

    Structural Goodness-of-Fit
    Culture

    External Environment

    University of Wisconsin-Madison Executive Education

    Where PM fits varied views


    The Cranky Product Manager - Why it doesnt matter where Product Management lives in the organization Marty Cagan, Silicon Valley Product Management Group Where Should Product Management Live? Rich Mirnov, Enthiosys Where Should PM Report? Steve Johnson, Pragmatic Marketing The Strategic Role of Product Management

    University of Wisconsin-Madison Executive Education

    Potential influence roadblocks


    Channels

    Engineering
    Customer Service

    General public Top management

    Mfg

    VOC

    Sales

    Finance Marketing Research

    Purchasing

    Customers Legal

    University of Wisconsin-Madison Executive Education

    Need to break through the walls


    Techies feel they are the guardians of innovation Salespeople feel they own the customer relationship Marketers feel they have objective information

    Production wants to minimize changeorders


    University of Wisconsin-Madison Executive Education

    Project leaders want to meet critical deadlines

    What are the mutual expectations?


    What can I expect from product managers? What should they expect from me?

    Product Management

    What can I expect from product managers? What should they expect from me?

    Customer Functional Positions Channel Positions

    University of Wisconsin-Madison Executive Education

    12

    Key points
    To increase the success quotient for product management:
    Clarify the balance of upstream and downstream responsibilities expected of the position. Assess the dimensions that affect the structural goodness-of-fit. Gather and share mutual cross-functional expectations.

    University of Wisconsin-Madison Executive Education

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