Product Alignment Workshop

Establish a customer-centered approach in aligning products into segments of ownership

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Overview

The Product Alignment Workshop is a one-day, facilitated session wherein organizational leaders identify their products and services, group them into product families, and prepare to bond teams around these offerings. We do this by applying a market and customer-centric approach to grouping products into segments of ownership.

By the end of the workshop you will have:

  • 1-2 options for a product alignment - product families and products
  • A loose mapping of people and teams to product and offerings

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Full course details

Course outline

Part 1: Present Day Discussion

  1. Discuss services we offer, markets we serve, who our users are, and what systems and tools we use to bring these products to market
  2. Perform a SWOT analysis of the existing offerings and discuss your current “go to market” strategy
  3. Discuss current patterns for identifying investment strategies, allocating funding, and aligning to strategies and roadmaps

Part 2: Visualize Potential Product Alignments

  1. Apply visualization tools like customer journey mapping or value stream mapping to identify your core value stream(s)
  2. Identify the products and group them into product families. Often we explore more than one option of this and discuss the pros and cons of each.
  3. Identify segments of ownership across the product families (and products if time allows). Starting with product management and leading to product team ownership

Part 3: Mission, Vision, and Goals

  1. Draft concise mission, vision, and goals statements for each of the product families
  2. Align with next steps for socialization with the organization

Audience / prerequisites

Organizational leaders who are charting a course to transition their organization from a project or systems-centric approach to a product-led approach will benefit from taking this course. Typically this includes senior leaders in the product management or business function along with senior leaders in the engineering, technology, or IT function. This workshop is recommended for smaller groups of teams.

In this class you will learn how to
  • Understand what a product is and why thinking in a product-led manner is important
  • Understand of your existing “product” portfolio, who you serve, and how you measure success
  • Visualize your value stream(s)
  • Identify product families, products, and draft sketches of mission, vision, and goals for applicable products and/or product families

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