Recently, my colleague Matt Shanahan and I had the opportunity to attend the 10th annual Product Management & Innovation (PMI) Conference. It was an opportunity for product management professionals to gather and learn, share, network, and improve product management.
For those unfamiliar with product management, a “product” can be anything that encompasses an idea or workflow that delivers an object or services that meets or satisfies a client want or need. In direct marketing, this relates to organizing the company to drive innovation. In our world, that means aligning our development process with specific, actionable goals and strategies that not only meet but exceed client needs.
Moving From “Reactive” to “Proactive” Management
The focus of this year’s PMI Conference was on moving from reactive management to developing a proactive approach to creating products or solutions that drive market innovation and challenge the status quo. We plan to use the tools gained through PMI 2018 presenters to minimize functional silos and enhance our organizational structure to create product portfolios that align with our strategy, vision, goals, and objectives.
IWCO Direct’s focus in product management is to create and sustain a value proposition that supports the needs of clients now and into the future. This is not “rocket science”—it is driven by four distinct pillars that focus our approach:
- Using active listening with our clients and the market;
- Creating a strategic plan for the organization that differentiates our value proposition with a balance of vision and credibility;
- Establishing a culture of Continuous Improvement with a passion for perfection; and
- Developing partnerships throughout the supply chain and—most importantly—with our clients.
PMI 2018 presenters and attendees alike recognized that collaboration and sharing are not competitive threats, but raise the bar across all industries, whether technology—or service—focused. Because the PMI Conference attracts the best and brightest companies in product innovation, it was a great opportunity for IWCO Direct to evaluate our own processes and efficiencies.
Establishing an Actionable Framework from the PMI Conference
One of the biggest takeaways from the 2018 PMI Conference is the idea that in order to be successful, you need to establish an actionable framework that delivers results and is supported throughout all levels of the company. Over the next year, we will work on driving flawless Customer Experience, aligning product development and management activities around client needs while maintaining synergies with corporate goals and strategies, and continuing to evolve and reinvent ourselves. As we were reminded at PMI, “If you are not moving, then you’re standing still.”
We look forward to sharing our findings and tools with our clients and seeing how our product management grows and improves after attending the 2018 PMI Conference. Stay tuned to SpeakingDIRECT for the latest in product management and other conference recaps.
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