Strategic Product Planning: Part 1

Welcome and Introductions

Rina Alexin | 00:00–03:00
Hi everyone! Welcome to our webinar, “Driving Business Outcomes Through Product Planning.” I’m Rina Alexin, CEO of Productside, and I’ll be your moderator today. We’re thrilled to have you join us as we dive into how product teams can connect planning to measurable business outcomes.

Tom Evans | 03:01–04:30
Thanks, Rina! Hello everyone, I’m Tom Evans, Principal Consultant at Productside. I’m excited to walk through today’s topic—how to execute product planning that’s strategic, data-driven, and focused on business impact. We’ll explore a practical step-by-step framework to align product plans with outcomes that matter.

About Productside

Rina Alexin | 04:31–06:00
At Productside, we’re focused on one mission—helping organizations drive outcomes through product excellence. We work with teams across industries to transform product strategy, leadership, and operations. Whether through training, consulting, or frameworks, we help teams bridge the gap between planning and performance.

Poll #1 – Your Product Planning Challenges

Rina Alexin | 06:01–07:30
Let’s start with a quick poll. What’s your biggest challenge in product planning? Is it data preparation, aligning stakeholders, or connecting plans to outcomes?

Tom Evans | 07:31–08:30
Looks like the top response is “connecting plans to outcomes.” That’s the key—we’re all good at building plans, but it’s much harder to ensure they drive measurable results. That’s exactly what we’ll address today.

Why Product Planning Matters

Tom Evans | 08:31–13:00
Product planning is the foundation for execution. It’s where strategy becomes action. Too often, teams treat planning as an annual checklist rather than an ongoing process for aligning product decisions with business outcomes. A disciplined framework helps you stay grounded in data, focused on outcomes, and flexible enough to adapt as markets shift.

Rina Alexin | 13:01–14:00
Exactly. Product planning connects the “why” to the “what.” It ensures your roadmap supports the right priorities—and that every decision contributes to measurable business goals.

Step 1 – Preparing with the Right Data

Tom Evans | 14:01–18:00
Effective product planning starts with good data. You need insights from customers, competitors, and the market to make informed choices. I like to organize this data into three buckets:
1️⃣ **Market and Customer Insights** – Trends, pain points, and opportunities.
2️⃣ **Product Performance** – What’s working, what’s not.
3️⃣ **Business Drivers** – Company goals, financial targets, and strategic initiatives.

Without the right data, planning becomes guesswork.

Step 2 – Defining Outcomes and Objectives

Tom Evans | 18:01–22:00
Once you have the data, the next step is defining outcomes. What does success look like? Instead of saying “launch feature X,” define the measurable change you want to see—like “increase retention by 10%” or “reduce onboarding time by 20%.” Outcomes create alignment and accountability across teams.

Rina Alexin | 22:01–23:30
And remember, outcomes aren’t just metrics—they’re commitments. When teams agree on outcomes, they own the results together, not just the deliverables.

Step 3 – Prioritizing Initiatives

Tom Evans | 23:31–28:00
Now that you know your outcomes, prioritize initiatives that drive them. Use frameworks like RICE or Value vs. Effort to make trade-offs visible. The goal isn’t to do everything—it’s to do what matters most. When stakeholders see how initiatives connect to outcomes, prioritization becomes easier and less political.

Rina Alexin | 28:01–29:30
Exactly. Transparency is key. When people understand why something is prioritized, it builds trust—even if their project doesn’t make the cut.

Poll #2 – Your Biggest Planning Obstacle

Rina Alexin | 29:31–30:30
Let’s do a quick check-in. What’s your biggest obstacle to effective product planning? Misalignment? Lack of data? Time constraints?

Tom Evans | 30:31–32:00
Most of you said “misalignment,” and that’s the root of many planning issues. Communication and clarity are what turn plans into outcomes.

Step 4 – Aligning Teams and Stakeholders

Tom Evans | 32:01–36:30
Product planning is a team sport. Engage your stakeholders early—executives, marketing, sales, engineering. Co-create the plan instead of presenting it after the fact. When teams help build the plan, they commit to its success. Hold quarterly planning sessions to review outcomes, adjust priorities, and keep everyone focused on results.

Rina Alexin | 36:31–37:30
Right, and when you communicate progress, focus on business impact. Share what’s been achieved, what’s next, and what needs to change. Stakeholders appreciate transparency.

Step 5 – Executing and Reviewing

Tom Evans | 37:31–41:30
Once planning is done, execution begins—but don’t wait until the end to review results. Treat product planning as a living process. Review outcomes regularly, update assumptions, and adjust initiatives. Continuous planning turns learning into advantage. As I like to say, “Good planning isn’t about predicting—it’s about preparing.”

Poll #3 – How Often Do You Revisit Your Plan?

Rina Alexin | 41:31–42:30
How often does your team revisit your product plan? Annually? Quarterly? Monthly? Let’s see what the data says.

Tom Evans | 42:31–43:30
Quarterly seems to be the norm, which is great. That cadence keeps your plans fresh and aligned with shifting priorities.

Key Takeaways

Tom Evans | 43:31–47:00
To wrap up, here are the key takeaways:
1️⃣ Product planning is a continuous process, not an annual event.
2️⃣ Define outcomes before you define outputs.
3️⃣ Use data and frameworks to make prioritization transparent.
4️⃣ Align stakeholders early and often.
5️⃣ Focus on measurable business impact above all else.

Q&A and Closing Remarks

Rina Alexin | 47:01–End
Thank you so much for joining us! We hope this gives you practical tools to strengthen your product planning process and link your roadmap to real business results. The recording and slides will be sent via email. Don’t miss our next webinar, “Outcome-Based Roadmaps: Ditch the Dates, Deliver the Value.” Until next time, stay outcome-focused and keep planning for impact!