Mark Strassman, Vice President Platform Technology Division March 24, 2006

1. MasteringProductManagementHaas School of Business Mark Strassman, Vice President Platform Technology Division March 24, 2006 Platform Technology Division

2. Agenda • Autodesk Marketing • Customer Solutions Delivery Model • Product Management Process Platform Technology Division

3. It All Starts With The Customer • Do we know “who” they are? • Internal and external • Do we understand the buying process? • User/buyer/influencer • What motivates them? • Demographics/psychographics • What are their business problems? • What kind of language do they use? • What do they read, watch, engage in? • What do they want from a partner? Platform Technology Division

4. Adrian Slywotsky “The Art of Profitability” • The pathway to profitability? It lies in fully understanding the customer. George S. Day “The Market Driven Organization” • Market-driven organizations are 31% more profitable than those driven by other factors. Platform Technology Division

5. “Marketing” at Autodesk • Market Divisions • Building • Manufacturing • Infrastructure • Platform • Discreet • Corporate (WW) Marketing • Geo marketing • Americas • APAC • EMEA Platform Technology Division

6. Go To Market at Autodesk • Bringing a product/solution to market at Autodesk is like. . . Platform Technology Division

7. Agenda • Autodesk Marketing • Customer Solutions Delivery Model • Product Management Process Platform Technology Division

8. CSDM – What is it? • Customer Solutions Delivery Model • Simple, scalable process to bring solutions to market: • Clarity of roles and responsibilities • Organizational consistency • Training • Promote a planning process aligned to budget process and business priorities Platform Technology Division

9. What Problems Are We Solving? • Document complexity and volume • Unclear roles and responsibilities • No single plan • Accountability (metrics) • Signal strength in the Geos • Annual budgeting process/planning • We moved from products to solutions Platform Technology Division

10. Division Strategy C = Customer O = Opportunity S = Solution P = Product M = Marketing Sa = Sales CSDM Model Platform Technology Division

11. Division Strategy go / no-go Proposal CSDM Model • Phase I: The Opportunity • Goal: Define the end game • Market Share • Revenue or Investment • Create, enter, grow, protect, expand • Key Decision: • Go/No Go • The Document: • The Opportunity Proposal Platform Technology Division

12. Division Strategy go / no-go CSDM Model • Phase II: Solution Definition • Goal: Define an aggregate set of products, services and partners to meet the business opportunity • Key Decisions: • Does this solve a customer need? • Will it drive revenue profitably? • The Document: • SRD/MRD Proposal SRD/MRD Platform Technology Division

13. Division Strategy go / no-go CSDM Model • Phase III: Product Planning • Goal: Detailed plan fordevelopment of required product/sthat fit the solutions roadmap • Key Decisions: • Go/No Go on Business Case • Profitable? • ROI? • The Documents: • Business Case • Solutions Roadmap • Revenue Planning Proposal Business Case SRD/MRD Solution Roadmap Budget Planning Platform Technology Division

14. Division Strategy go / no-go BU Geo WWM CSDM Model • Phase IV: Marketing Plans/Programs • Goal: Engage, plan, integrate and execute to the Division objectives across the Marketing teams: Division/WWM/Geo Marketing • Key Decisions: • Do we have the right prioritization of goals, audience, programs, worldwide? • Are budgets mapped to priorities? • Is Marketing aligned? • Are expectations clear? • Can Geo/Sales execute as planned? • Do we have a competitive advantage? • The Documents • MSB • Sales Plan • Division Marketing Plan • GEO Plan • Brand Plan • Programs Plan Proposal Marketing Plan (Qtrly Review)Sales Plan MSB Business Case SRD/MRD Solution Roadmap Budget Planning Platform Technology Division

15. Division Strategy go / no-go CSDM Model • Phase V: Sales • Goal:Targeted Account Selling (make the number!) • Key Decisions: • Priorities/Sales plans approved • Training delivery • Approved Geo Plans • Annual Review set Annual Plan Review / Post Mortem Proposal Marketing Plan (Qtrly Review)Sales Plan Business Case SRD/MRD MSB Solution Roadmap RevenuePlanning Platform Technology Division

16. Agenda • Autodesk Marketing • Customer Solutions Delivery Model • Product Management Process Platform Technology Division

17. Division Strategy go / no-go CSDM Model • Product Management • Proposal • MRD / SRD • Business case • Roadmap Annual Plan Review / Post Mortem Proposal Marketing Plan (Qtrly Review)Sales Plan SRD/MRD Business Case MSB Solution Roadmap Budget Planning Platform Technology Division

18. Product managers must … • Be messengers of the market • Communicate with market facts • Manage the product like a business • Demonstrate results • Always look for opportunities to gather strategic data from tactical activities Platform Technology Division

19. Your opinion, although interesting, is irrelevant.* * From “Practical Product Management” Platform Technology Division

20. Yogi Berra, American Philosopher • You can observe a lot just by watching. Adrian Slywotsky, “The Art of Profitability” • You’ll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts’ reports. Platform Technology Division

21. Customer-Centric Marketing • One on one • Global Customer Council • Customer visits • AUGI user groups • Online discussion groups • Adopt-a-customer • Broad based research • Communication Center • Customer surveys • AutoCAD Error Report • Field testing • Usability testing • Beta programs • Alpha Gold program Platform Technology Division

22. Product managers must know who is not shopping and why Total Addressable Market Customers Platform Technology Division

23. BusinessCase Positioning MarketingPlan Awareness Plan Distinctive Competence MarketSizing Pricing SalesProcess Market Research Product Performance Buy, Build or Partner Market Requirements Customer Acquisition Market Problems Operational Metrics Thought Leaders Product Roadmap Customer Retention Market Analysis Quantitative Analysis Product Strategy Product Planning Program Strategy SalesReadiness Channel Support Strategic Tactical Technology Assessment Win/Loss Analysis Innovation User Personas Buyer Personas Collateral & Sales Tools Channel Training Product Contract Presentations & Demos “Special”Calls Competitive Analysis Market Messages Release Milestones WhitePapers EventSupport LaunchPlan Lead Generation Competitive Write-Up AnswerDesk From “Practical Product Management” Platform Technology Division

24. Product Development Process Proposal • Idea or hypothesis about product direction Market Requirements Document • Requirements – Not features! Design • Design Brief • Conceptual Design • Specification • Done by Design,not marketing / product management! Platform Technology Division

25. Closing • Customer • Customer • Customer • Understand the customers’ problems • Design solutions to solve customers’ problems • Communicate how you have solved customers’ problems Platform Technology Division

26. Platform Technology Division