Session 3D

Tools and Technologies
Practical Product Management for Professional Association Publishers: Maximize your Return on Mission

There is no shortage of ideas in the world, and chances are that your organization struggles with having too many “good ideas” and too little time and money to implement them all. Yet we also live in an age where the time and investment it takes to transform an idea into reality has never been shorter. So the real question we need to ask ourselves is, are we making the right things?At its core, this is the essential outcome that product management seeks to ensure - that we are creating products our customers actually want. Strictly speaking, product management is about managing products through their "lifecycle," which is to say from evaluation and planning to forecasting and prioritization to development and production to sales and marketing and then back again. In this panel, you will learn  what user-driven product management is and why your organization needs to be practicing it,  how your organization can quickly and inexpensively begin implementing product management best practices and processes, how to align these efforts with your organizational strategy to maximize return on mission, and tips for effectively marketing your products to key audiences.


Joy Moore, Joy Moore Consulting, LLC
Joy Moore works on product development, workflow optimization, go-to market strategy, and expert communities in the scholarly publishing ecosystem, with a firm focus on positive user experience as the guiding principle. Her career started as an editorial assistant for the Journal of Investigative Dermatology, after which she held publishing management, product development, user experience direction, and business development positions at Blackwell Science, Nature Publishing Group, Seed Media Group, and Silverchair Information Systems. She has a passion for finding the optimal pathways to turn information into knowledge that yields the greatest outcomes. Today she enjoys her work as a consultant to companies who are committed to doing just that.


Matt Hirst, CFA Institute
Matt Hirst is Director of Research Products and Marketing for CFA Institute, a global association of investment professionals with more than 150,000 members across 165 countries. CFA Institute Research products include the Financial Analysts Journal; monographs, reviews, and briefs published by the CFA Institute Research Foundation; and thought leadership white papers and studies from the Future of Finance program. Prior to joining CFA Institute, Matt served in a variety of product, business development, operational, and editorial roles over the course of 15 years at Silverchair Information Systems and S&P Global Market Intelligence.
Paul Gee, The JAMA Network
Paul Gee brings experience in both the society world and commercial publishing. He started his career as an editorial assistant at American Association for Cancer Research, then moved to Wolters Kluwer Health. At Wolters Kluwer, he started as Lead Editorial Coordinator, managing operations for four medical journals, and ultimately became Online Products Publisher, driving growth across a portfolio of products. In 2012, he joined the JAMA Network as Senior Product Development Manager, and increased his level of responsibility to his current VP position. Paul brings to scholarly website development a unique mix of editorial and process focus along with business model strategy. Twitter Handle - @paulgie
Marc Segers, GeoScienceWorld
Marc Segers is the Director of Strategic Development at GeoScienceWorld. He has held a variety of key roles in the scholarly, digital publishing arena, including Publishing Strategist with PubFactory (a publishing platform vendor now part of Sheridan); Online Business Development Manager for CQ Press/SAGE Publications. Marc is active in the scholarly publishing industry, serving on the ALPSP North America Steering Committee and participated in panels at SSP, the Charleston Conference, and the Gilbane Conference. Marc's areas of expertise include publishing technologies, strategic business development, project analysis, and publishing platform requirements and workflow having worked as both a digital publisher and technology vendor. With GSW, Marc has led multiple platform migrations and developed new products including an Ebook collection and A&I data tools. Maintaining close connection to librarians, users, and other stakeholders, Marc has provided strategic direction for GSW technology that is aligned to the organizations mission and benefits researchers.
Lori Carlin, Delta Think
With more than twenty-five years of experience in society publishing and association management, Lori Carlin is a recognized expert in customer insight, market research, marketing strategy, and digital product development. Lori is currently the Director of Marketing and Senior Consultant at Delta Think, Inc., and has also held senior positions in Marketing, Sales, Online Content Delivery, and Subscriber/Member Services for a number of scholarly publishers and societies. With both creative and technical expertise, Lori is adept at implementing customer insight methodologies and building effective marketing strategies for publishing programs and products, and has helped professional societies and corporations develop and deliver publishing products that best meet and exceed customer needs. She is also very active in the publishing industry, serving as a SSP Board Member, and as a member of the PSP Professional Development and Annual Meeting Committees, and the ASAE Marketing Council, and recently co-chaired the SSP Branding Task Force.