Resources: Archives

NorCal PDMA Chapter Mini-Conference 2002

Speed Kills: How to reduce cycle time and stay alive!

June 7, 2002

On June 7, 2002, the NorCal Chapter of the Product Development & Management Association is sponsoring a half-day conference entitled "Speed Kills: How to reduce cycle time and stay alive."

Conference Logistics. 11:30 to 12:30 is registration and lunch, along with opportunities to network with your fellow product development professionals. Chris Meyer kicks off the mini-conference with his keynote address at 12:30. Following a short break at 1:30, we'll be dividing up into two tracks, each with two speakers. Track 1 is focused on partnering and collaborative development, and features Ed Yu at 1:45 and Deborah Henken at 3:00. Track 2 centers on strategy and validation, with Darlene Crane and Margery Mayer speaking at 1:45 and Mark Merrill at 3:00. Attendees can choose either session in either track. We'll close the conference at 4:15 with a brief consolidation of key takeaways, and then proceed to Pedro's for a networking happy hour at 5:00.

Build, Buy or Partner:
Deborah Henken, Norma Watenpaugh

Presentation

Speed to Value:
Darlene Crane and Margery Mayer

Presentation

Market Validation
Mark Merrill

Presentation

Conference Logistics:

11:30 to 12:30 Registration, lunch & networking

12:30 Keynote Address, Chris Meyer

Track 1
Partnering & Collaborative Development Focus Track 2
Strategy and Validation Focus

1:45, Ed Yu Time to Market: The Next Frontier 1:45, Darlene Crane and Margery Mayer Speed to Value

3:00, Deborah Henken, Norma Watenpaugh Build, Buy or Partner: How Partnering can Speed your Time to Market 3:00, Mark Merrill Market Validation's Role in Reducing Cycle Time

4:15 Close the conference with brief consolidation of key takeaways

5:00- Pedro's networking happy hour

Keynote Presentation: The Second Generation of Speed

Christopher Meyer, Ph.D., Mastering the Project Portfolio faculty, Stanford University
Chairman of the Strategic Alignment Group, Inc
Time to Market Seminar Leader, California Institute of Technology, Industrial Relations Center
Academic Affiliate of PRTM, Inc
Web Site: http://www.fastcycle.com

Dr. Meyer is internationally recognized as an expert in creating competitive advantage through fast cycle time and innovation in strategy and new product and service development. He is also a recognized leader in designing performance management systems, emphasizing approaches that support creativity, prediction, balanced with managerial control. For thirty years, he has served as an executive, consultant and academic. Dr. Meyer's last book, Relentless Growth: How Silicon Valley Innovation Strategies Can Work in Your Company, (The Free Press 1998) outlines how to design growth strategies that are relevant to today's high-speed, global knowledge economy. Dr. Meyer is also the author of Fast Cycle Time: How to Align Purpose, Strategy & Structure for Speed. His Harvard Business Review article, "How the Right Measures Help Teams Excel," is a standard in the performance management literature. He received his Ph.D. and masters in organization strategy and design from the University of Southern California, and holds a B.S. in economics from the Wharton School of Finance and Commerce.

Dr. Meyer will focus on the challenges and opportunities facing product developers as we move from a hardware-based phase gate framework to a situational model that determines methodology based on technological and market complexity and novelty. His presentation will incorporate some of the current research from "The Second Generation of Speed," authored by Dr. Meyer in the April 2001 issue of the Harvard Business Review, with a focus on strategic, operating and cultural agility.

Track 1 Speaker, 1:45:
Time to Market: The Next Frontier

Ed Yu, Partner, Product Development Practice of Pittiglio Rabin Todd & McGrath (PRTM)
Web Site: http://www.prtm.com/

Mr. Yu has over 17 years of experience with expertise in the implementation of improved processes in project management, product strategy, portfolio and pipeline management, and technology management, using PRTM's Product And Cycle-time Excellence® (PACE®) framework. Mr. Yu holds a BS Degree in Mechanical Engineering from the University of California, Berkeley, and an MS Degree in Mechanical Engineering / Engineering Management from Santa Clara University. Mr. Yu has served as the 1999 PDMA International Conference Chair, and as a Track Chair for the 2001 conference.

Mr. Yu will focus on where the source of competitive advantage is in time-to-market now that efficient product development processes have become the standard. His presentation maps the next frontier the intelligent adaptation of three key processes that support new product development:

Technology management: Developing integrated technology/product roadmaps and ensuring the adequate level of maturity before new technologies transfer into the NPD process
Portfolio management: Operationalizing the strategic balancing of business priorities across different types of projects
Collaborative development: Extending the development chain beyond the walls of the enterprise

Track 1 Speaker, 3:00:
Build, Buy or Partner: How Partnering can Speed your Time to Market

Deborah Henken, Founder and President of Highland Marketing
Norma Watenpaugh, Principal of Phoenix Consulting Group

Ms. Henken is a marketing management consultant and an Authorized Implementation Partner of the IDC Global Software Partnering and Alliances practice. Ms. Henken creates and implements go-to-market strategies focusing on strategic marketing, channel development and market development, awareness and demand creation programs. She has served as VP of Marketing at several startups, including Blue Pumpkin Software and Director of Channels and Alliances at BEA Systems, Informix Software and Hewlett Packard.

Ms. Watenpaugh has over 20 years experience in technology marketing and has held executive positions in both start-up organizations and Fortune 100 enterprises, including Sun Microsystems, Amdahl Corporation and BEA Systems. As an Authorized Implementation Partner of IDC Global Software Partnering and Alliances, PhoenixCG can complement the research and analyst services of IDC with the practical experience of managing partner programs and relationships

Ms. Henken and Ms. Watenpaugh will focus on the importance of partners to any product strategy. Effective partnering can add complementary functionality to a product line, create a differentiation or even fill a competitive gap. As an extension of your sales capacity, partners can help ramp the revenue curve of new product introductions, shortening the time to volume revenue or provide entry into new markets, creating incremental revenue opportunity. Service partners can be a crucial source of technical expertise and customization supporting product implementation especially early in the product life cycle when companies need to keep their engineering corps focused on product development. Understanding the role of partners in your whole product solution and over the product lifecycle will drive more successful product management strategies.

Track 2 Speaker, 1:45
Speed to Value
Darlene Crane and Margery Mayer, Consultants, Strategic Value Providers

Ms. Crane has over 16 years experience in assisting companies with deriving measurable benefits from strategic initiatives. She has developed a distinct method of team collaboration using visual modeling to create concepts and prove the business case in days. These methods have helped companies identify business opportunities, reduce time to market and produce measurable results. Prior to her consulting practice, she was Group Product Manager at Bank of America and Head of Customer Accounting and Service for a $2 billion financial portfolio. Ms. Crane has an MBA in Finance from Golden Gate University and teaches a course there in Technology Innovation and Business Value.

Ms. Mayer has over fifteen years experience as an IT strategy consultant. Her consulting work includes developing strategies for a multi-million dollar software acquisition and a next generation sourcing strategy. Ms. Mayer has a Master's Degree in telecommunications and technology management from Golden Gate University, is a CMC from the Institute of Management Consultants and teaches Strategic Technology there and at Notre Dame De Namir University as well. She authored "The Virtual Edge" in 1999 and "Expectations Management" in 2001. She is co-authoring a third book with Ms. Crane due in 2003 "Executive Accountability: Increasing Business Results from Technology".

Ms. Crane and Ms. Mayer will share how to balance speed versus value. Companies are frequently pressured to deliver a quick solution that meets sophisticated customer needs. Our speakers will help you understand how to analyze the risks of delivering quickly versus the benefits to customers. The risks may be worth taking if they delivers high value.

Track 2 Speaker, 3:00:
Market Validation's Role in Reducing Cycle Time
Mark Merrill, Chief Marketing Officer for KLA-Tencor

Mr. Merrill is highly experienced as a user of the market validation process, achieving market share and profitability growth for several product lines and divisions as a direct result. Mr. Merrill started his career with Ultratech Stepper Inc. in 1987 as an Applications Engineer. He moved to KLA-Tencor in 1990 as Applications Engineer becoming Vice President of Marketing for several divisions. Mr. Merrill holds a B.S. in Electronic Engineering and has completed the AEA/Stanford Executive MBA program.

Mr. Merrill will focus on Market ValidationSM , a core business process that concurrently develops the product and customers. It is a course of action not just a method of study. It produces results not reports. This consists of how-to procedures, Voice-of-the-Customer DatabaseTM, customer rules of engagement, analysis applets, on-line "war room," workshops and professional services. An outline of the basic procedures and tools is presented and then several case studies are discussed illustrating its application. Results showing market penetration and market share growth are also presented.

Location:

KLA-Tencor
160 Rio Robles
San Jose, CA 95134

Cost: $150 for PDMA members
$175 for non-members
For groups of 5 or more, a $25 discount per person is available -please submit registrations in one envelope.
Fee includes handouts, lunch and afternoon refreshments

Paul Stasi
KLA Tencor
160 Rio Robles
San Jose, CA 95134
(408) 875-4130
George Walls (408) 857-5728