Building Products for the Enterprise

Table of contents

1. Foreword
2. Preface
   1. O’Reilly Safari
   2. How to Contact Us
   3. Acknowledgments
3. 1. Why Product Management in the Enterprise Is Different
   1. Three Things that Make Enterprise Software Different
      1. The Business Model
      2. Product Specialization
      3. The Customer versus the User
   2. Are You Selling to Users First, or Customers?
   3. Summary
4. 2. Who Are We Building For?
   1. It All Begins with Who and Why
   2. Customer Problems Versus User Problems
   3. From Customer Problems to a Product Vision
      1. Defining the Product Vision
      2. Measuring Success
      3. The Product Leadership Team
   4. Summary
5. 3. Three Types of Knowledge for a Product Manager to Seek
   1. Three Categories of Knowledge
      1. Organizational Knowledge
      2. Product Knowledge
      3. Industry Knowledge
   2. It Starts with Communication
   3. Summary
6. 4. Organizational Knowledge
   1. Development/Engineering
      1. Structuring Work with Your Development Manager
      2. What to Do When Things Don’t Go According to Plan
      3. Communicating with Development
   2. Design
      1. How to Involve Design
      2. Communicating with Designers
   3. Executives
      1. Communicating with Executives
   4. Marketing
      1. Product
      2. Customers
      3. Messaging
      4. Managing Content
      5. Communicating with Marketing
   5. Sales
      1. The Sales Organization
      2. How Product Managers Engage with Sales
      3. Processing Feedback from Sales
      4. Ways to Serve, and Influence, Sales
      5. Summer Camp for Sales: The Vendor Conference
      6. Dealing with Bad Behavior
      7. Communicating with Sales
   6. Summary
7. 5. Product Knowledge
   1. Learning Your Product
   2. The Product Lifecycle
   3. Writing Stories and Requirements
   4. Building the Product Roadmap
      1. Aligning Roadmaps Between Teams
      2. The Role of Customer Input on the Roadmap
   5. Planning Process
   6. Measuring Success
   7. Planning the Product End-of-Life
   8. Summary
8. 6. Building Better Products with Data
   1. Product Usage Data
   2. Sales and Finance Data
   3. Industry Data
   4. Testing
   5. Summary
9. 7. Industry Knowledge
   1. The Basics of Your Market
   2. Learning Your Market
      1. Customer Meetings
      2. Getting Customer Meetings
   3. After the Customer Interview
   4. Challenging What You Know About Your Market
   5. Summary
10. 8. The Product Managers
    1. Getting into Product Management
    2. How Do Enterprise Product Managers Spend Their Day?
    3. How to Know Whether You’re Still Growing
    4. For Managers: Building Your Team
    5. Managing Product Managers as People
    6. For the Product Manager: What’s Next?
    7. Last Thoughts
    8. Summary
11. 9. Conclusion
12. Index