2001 Newsletter Archive
In my seminars I often quote my rule that ?he who owns the compiler wins.' It's a reminder that product managers lack the political power to 'make? developers do anything. Instead product management must persuade developers to build what the market will buy. How do we persuade when we cannot mandate? Answer: use market data.
Several of our seminar attendees have asked us what they should do about their direct mail programs while the threat of Anthrax is on everyone's mind. The Direct Marketing Association (DMA) has just published guidelines to its membership, and I thought you would find it helpful to have this information.
The central theme of the DMA communication is that you must make it easy for your recipient to verify the validity and safety of your mailing. If you use a self-mailer, you will automatically eliminate any concerns. For mailings sent with traditional envelopes or packaging, you should boldly identify your company with your logo, company name and URL. Now, more than ever, you will want your mail to have a high-quality, corporate feel that is above suspicion. The days of hand-written, personalized mailings are gone—perhaps forever.
How many product managers do you need? What are their roles in the company? Is product management a support role for sales or marketing communications or development? I'm often asked to contrast product management, product marketing, program management and other titles in a high-tech company. All are poorly understood and are defined differently everywhere I go. An ideal solution for many companies is the ?product management triad.'
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