Adaptive Productizing Process: A Guide for Product Managers
In the dynamic field of Product Management, the ability to adapt and excel across various competencies is crucial for the success of both the product and the professional. Building on our previous exploration of Value Management, we now turn our focus to the Adaptive Productizing Process™—a framework that encapsulates the essential competencies for consistently building successful products.
Key Takeaways
- The Adaptive Productizing Process™ integrates Market Analysis, Strategic Planning, Product Planning, Go-To Market, and Sales Enablement, providing a complete blueprint for building and launching successful products.
- Success in product management demands expertise in five core areas: understanding the market, strategic decision-making, detailed product development, effective market introduction, and robust sales support.
- The ultimate goal of the Adaptive Productizing Process™ is to achieve customer delight, focusing on innovative solutions and experiences that exceed customer expectations.
- Emphasizing the importance of continuous learning and adaptation, product managers are encouraged to refine their skills in the core competencies to stay ahead in the dynamic field of product management.
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Introduction to the Adaptive Productizing Process
The Adaptive Productizing Process is a comprehensive framework that integrates key concepts, frameworks, and industry best practices derived from practical experience. It is designed to be applicable across a wide spectrum—from large enterprises to startups and for products that span enterprise, consumer, and digital spaces.
The Five Core Competencies
- Market Analysis
- Strategic Planning
- Product Planning
- Go-To-Market
- Sales Enablement
These competencies are foundational to the Product Management function, typically encompassing Market Analysis, Strategic Planning, and Product Planning, while Product Marketing takes the lead on Go-To Market and Sales Enablement strategies.
Let us dive deeper into each competency,
1. Market Analysis
Market Analysis enhances our understanding of the market through:
- Customer Insights: Discovering customer problems through jobs to be done, interviews, and other techniques.
- Customer Validation: Ensuring the problem and solution align with customer expectations.
Competitive Analysis: Understanding industry competition and product-level analysis. - Win/Loss Analysis: Learning from victories and losses against competitors.
- Financial Performance Analysis: Making informed decisions based on product financial metrics.
2. Strategic Planning
Strategic Planning involves making informed decisions to grow and build products profitably, including:
- Target Market Sizing: Defining the market and customer segments.
- Product Strategy: Establishing a sustainable competitive advantage.
- Buy/Build/Partner Decisions: Strategizing on technology acquisition, market reach, and time to market.
- Pricing and Packaging: Crafting compelling value propositions.
- Business Model and Plan: Selecting the right business model for strategic advantage.
3. Product Planning
Product Planning focuses on building the right product for the right people, encompassing:
- Personas & Scenarios: Defining target personas and usage scenarios.
- Requirements Management: Managing product backlogs and agile development.
- User Experience Design: Collaborating with UX specialists for optimal design.
- Portfolio Management: Planning investments across the product portfolio.
- Product Roadmap: Best practices for roadmap management.
4. Go-To Market
Go-To Market strategies involve marketing the product effectively through:
- Product Positioning: Crafting a compelling positioning statement.
- Routes to Market: Identifying channels to maximize reach.
- Marketing Plan: Aligning strategy with business objectives.
- Launch Plan: Outlining critical launch elements.
- Customer Acquisition: Understanding the customer buying journey.
5. Sales Enablement
Sales Enablement ensures the product is sold effectively, involving:
- Collaterals and Sales Tools: Providing essential marketing assets.
- Lead Generation and Presales: Leveraging effective lead generation techniques.
- Channel and Sales Training: Educating sales teams for better performance.
- Evangelism and Thought Leadership: Establishing domain expertise.
- Customer Relationship Management: Fostering loyalty and exploring upsell opportunities.
Delivering Delight: The Ultimate Goal
The Adaptive Productizing Process™ aims not just at building and marketing products but at creating and delivering Customer Delight. Consider the story of the upside-down ketchup bottle—a simple yet profound example of innovation driven by customer insight. This tale exemplifies how understanding and responding to customer needs in creative ways can lead to significant market success.
As Product Managers, mastering the Adaptive Productizing Process™ means embracing a mindset of continuous learning and adaptation. Each competency area offers a path to not only build successful products but also to ensure they resonate with the market and stand out against the competition. By focusing on these core competencies, you’ll be well-equipped to navigate the complexities of Product Management and lead your products to success.
In our next Guide, we’ll move from the role of a product manager to what it means to be a product leader. Learn about the skills and mindset you need to lead, not just manage and become a leader in product management.