Comments on: 5 Steps to Portfolio Management http://grandviewcentral.com/wordpress/2009/02/12/5-steps-to-portfolio-management/ Using Portfolio Management to Enable Decision-Making Throughout the Innovation Value Chain Sat, 25 Apr 2009 23:10:29 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: David Locke http://grandviewcentral.com/wordpress/2009/02/12/5-steps-to-portfolio-management/comment-page-1/#comment-11 David Locke Thu, 19 Feb 2009 00:32:49 +0000 http://grandviewcentral.com/wordpress/?p=66#comment-11 If your company has adopted customer relationship management, marketing or sales will have customer managers whose job it is to manage portfolios of customers. They have to segment that protfolio to determine the lifetime value of a customer and how much they will invest in a customer. Whose customers are these? Yours, the PM. Marketing communications has to sell the buying criteria in competition with the buying criteria of your competitors. In a sense they manage a portfolio of buying critera and other messaging. Those buying criteria would seem to need a product manager. Whose buying criteria are these? Yours, the PM. Similarly, communications channels are sold like a product. You might have a forum where you capture user generated content. So you have protfolios of channels. Whose channels are these? Yeah, yours, the PM. And, all of this amounts to networks of investment and transactions whether cash, or info, or one more customer step closer to the sales funnel. Who owns this network? Who coordinates across all these portfolios? Well, you do? Did you notice? All of these things, and those minimal marketable feature sets, are just classes of assets that put cash on the table, classes of assets that you manage with the same tool, portfolio management. If your company has adopted customer relationship management, marketing or sales will have customer managers whose job it is to manage portfolios of customers. They have to segment that protfolio to determine the lifetime value of a customer and how much they will invest in a customer. Whose customers are these? Yours, the PM.

Marketing communications has to sell the buying criteria in competition with the buying criteria of your competitors. In a sense they manage a portfolio of buying critera and other messaging. Those buying criteria would seem to need a product manager. Whose buying criteria are these? Yours, the PM.

Similarly, communications channels are sold like a product. You might have a forum where you capture user generated content. So you have protfolios of channels. Whose channels are these? Yeah, yours, the PM.

And, all of this amounts to networks of investment and transactions whether cash, or info, or one more customer step closer to the sales funnel. Who owns this network? Who coordinates across all these portfolios? Well, you do? Did you notice?

All of these things, and those minimal marketable feature sets, are just classes of assets that put cash on the table, classes of assets that you manage with the same tool, portfolio management.

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