DRIVING INNOVATION AS A PRODUCT MARKETER Z E R O T O O N E

Hi, I’m Angela

PRODUCT PROCESS BUSINESS MODEL TYPES O F I N N O VA TI O N S

TYPES O F I N N O VA TI O N S PRODUCT - New product - Improved performance - New feature - Growth / revenue

TYPES O F I N N O VA TI O N S

TYPES O F I N N O VA TI O N S

Product

INBOUND What should we be building? Are we building the right things? OUTBOUND How do we grow and scale in market? How do we validate and launch? Product

“HOW DO I INFLUENCE THE ROADMAP?” Product

GET BUY-IN FROM PRODUCT “&” BUILD CREDIBILITY WITH STRONG INBOUNDS ALIGN TO PRODUCT INCENTIVES Product

WHY INBOUNDS? Gives something “back” to the product organization Provide structure for the “why” behind a developing roadmap Develops expertise in eyes of org, especially important if PMM role is historically outbound-driven Product Common language as you talk about a nebulous problem

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AN INBOUND… INSIGHTS WRAPPED IN A FRAMEWORK… ANSWERING THESE QUESTIONS Where is the market today and where do we expect it to go? How can we differentiate vs. competitors? Product What do we need to build and for whom do we build? What is the total opportunity and what can we expect to capture based on our product and customers?

EFFORT LOW LOW HIGH HIGH URGENCY = Size of impact Product

FACEBOOK VIDEO AD EXAMPLE WE WANT TO BUILD A PERSONALIZED VIDEO AD CAPABILITY “Personalization” … what does that mean? Product

INPUT 1 TO MANY ALGORITHM PERSON 1 TO 1 PERSONA LIZATION Product

INBOUND SHOULD ALIGN WITH PRODUCT INCENTIVES Depending on company / product teams… They’ll be incentivized to ship (every Q or every half) They’ll need “product vision” for the next 12-24 months They may be stacked against adoption or revenue goals Product YOUR INBOUND INSIGHTS = MORE LIKELY TO REACH THEIR GOALS

DON’T FORGET THE NON-PRODUCT STAKEHOLDERS Product Product is becoming more of a “team sport” The other cross functions – data science, engineering, design, content strategy, UX, will all have a role in influencing the roadmap Get them on your side

TYPES O F I N N O VA TI O N S PROCESS - New/improved production or delivery - Enabled by changes in technique, software - Costs / profit NOT QUITE AS SEXY, CAN BE JUST AS IMPACTFUL

EXAMPLE: USING RECYCLED MATERIALS FOR PRODUCTION

TIE TO CUSTOMER OR $$ METRICS START SCRAPPY, GET TEAM BUY-IN DEMONSTRATE VALUE TO KEY INTERNAL STAKEHOLDERS Process

AT INTUIT MINT, HOW TO STREAMLINE NEGOTIATION & ONBOARDING WITH FINANCIAL PARTNERS? Process

Process STARTED WITH A SPREADSHEET…

Process SHOWED MONETIZATION POTENTIAL…

Process ENDED WITH ORG-WIDE INVESTMENT

Product BUILD CREDIBILITY WITH STRONG INBOUNDS ALIGNED TO PRODUCT INCENTIVES GET BUY-IN FROM PRODUCT “&” START SCRAPPY, GET TEAM BUY-IN DEMONSTRATE VALUE TO STAKEHOLDERS TIE TO CUSTOMER OR $$ PRODUCT PROCESS

LAST BUT NOT LEAST…

THANK YOU!