A Strategic Framework for Technology Product Management

Presented by: Steve Johnson, Vice President, Pragmatic Marketing

Product managers are plagued by lots of work, but little focus in what they accomplish. Countless requests for tactical support come in every day (sales calls, brochure edits, demo creation). Surveys indicate that most product managers spend over 80% of their time in tactical work that, while urgent, has little or no strategic impact. Yet when their senior managers are surveyed, their expectations for product managers emphasize strategic product direction, not tactical work.

What should top management in a technology company expect from product management? In fact, what strategic value does product management bring to a technology company? Or does it seem like product management and marketing spend all of their time on tactical activities?

This highly rated session introduces a framework for product management that incorporates both strategic and tactical activities into a model that delivers successful products to the marketplace. This presentation is based on the best-selling “Practical Software Product Management” course offered by Pragmatic Marketing in public settings around the country.