SeaSpin User Group | "Views from the Darkside" | Seattle, WA | March 6
"Views from the Dark Side: A Former Engineer Looks at Product Marketing in an Agile World" with Dan DeVries
As design engineers or developers, we’re often asked to take a rough idea generated by marketing, and turn it into the next “killer” product. Sometimes those products sell – sometimes they don’t. When engineers move over to the dark side (a.k.a. marketing), we learn that product marketing done right takes a lot of work and involves the whole company. A key epiphany is that product roadmaps don’t start at “requirements development” and end at “launch”. Up front, it’s critical to really understand what the customer needs – not just what they “say” they want. That step also involves determining the value of that product and how much customers would be willing to pay for it. Now with agile development, products are often launched with minimal features to speed up time-to-market. It’s assumed that additional key features will get added in a continuous process, long after the initial product launch. Companies have to understand how to generate on-going revenues with this business model.
Please join an interactive discussion that looks at how developers, managers, QA, business analysts and marketers can all interact to add value to the “overall” product development process and roadmap.
Dan DeVries is a Sr. Marketing Consultant at Wild Horse Strategies and focuses on helping small businesses achieve profitability and growth. He has a successful track record at industry-leading organizations such as Microsoft and Honeywell, and with numerous start-up ventures. Dan holds a MS/BS in Electrical Engineering and an MBA in Marketing. He teaches marketing management at Keller Graduate School and will be teaching a class in software product management at UW this spring. Dan is currently an executive board member at Product Management Consortium.
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