Doctor.com.pdf

Transcript

1. The Secret to Becoming a Product Management & Marketing Dynamic Duo Jordyn Zucker & Allie Bollman, Doctor.com
2. What We’ll Cover: • The difference between a PM and PMM • Product Lifecycle ◦ Case Study • Our secret - and how you can implement it
3. Product Marketing cannot exist without Product Management
4. The difference between a PM & PMM Product Manager Product Managers are responsible for the strategy, roadmap, and feature definition of a product or product line. Product Marketing Manager Product Marketing Managers are responsible for positioning and messaging, launching the product and ensuring users understand it’s value to drive demand and usage.
5. Discovery Concept Development Prioritization Development Launch Maintenance Product Development Stages
6. Discovery Concept Development Prioritization Development Launch Maintenance Conduct competito r analysis Customer research Identify product gaps PM M PM
7. Discovery Concept Development Development Maintenance Test marketing prototype Brainstorm solutions Create product spec Prioritization PM M PM Launch
8. Discovery Concept Development Development Maintenance Align with CS, sales & marketing Stakeholder communicati on Align with engineeri ng Prioritization PM M PM Launch
9. Discovery Concept Development Development Maintenance Scope launch plan Rollout timeline Partner with engineeri ng Prioritization PM M PM Launch
10. Discovery Concept Development Development Maintenance Coordinat e beta & full launch Launch planning & training Coordinat e technical rollout Prioritization PM M PM Launch
11. Discovery Concept Development Development Maintenance Adoption & usage campaign s Collect & analyze customer data Product iteration Prioritization PM M PM Launch
12. Case Study Communicating ROI to Customers
13. Discovery Concept Development Prioritization Development Launch Maintenance/ Analytics Problem: lack of customer clarity around ROI Idea: tie customer data to tangible steps of the patient journey High: previous monthly report no longer performed as intended Quick turnaround: balance tech capabilities & marketing quick wins Rollout: internal training and introduction to customers Next steps: already ideating/prioritizing future iterations
14. Align around a common goal that keeps you on the same team
15. Key Takeaways 1. Find your common goal 2. Set up a recurring PM <> PMM meeting 3. Track products & upcoming launches in a shared space
16. Questions?