Podcast: How Ariba Went from Tribal to World Class

By John Milburn, Joe Fox
March 25, 2013

Podcast featuring John Milburn of Pragmatic Marketing and Joe Fox of Ariba, an SAP company


The product management at Ariba, an SAP company, has come a long way. In 2008, it was what Joe Fox, now vice president of marketing and strategy at Ariba, called a "tribal organization." The differing methodologies and approaches of the product managers meant the company struggled with silos.

Fox brought in Pragmatic Marketing to teach his company to become more market focused. Within a short time, the team's focus went from what it got to build or what its architecture was to "trying to win in the market."

Find out about how the team's efforts—including implementing market-requirements documents, an "adopt-a-box" program and an annual life cycle plan—turned it into what Fox now calls a "world-class product organization." Click here for a 25-minute podcast.

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About the Presenters

  • John Milburn

    John Milburn is a Pragmatic Marketing instructor who has “walked the walk” in technology product management. Throughout his 20-plus-year career, he has managed or delivered more than 40 hardware and software products and implemented the Pragmatic Marketing Framework at many companies. A CSPO, his perspective and experiences from companies such as Lane 15 Software, Dell, IBM, Texas Instruments, Exxon, and Vtel add insight and real-world examples to his teaching. This perspective allows John to connect with product managers and executives from companies of all sizes in a broad range of markets. Contact him at jmilburn@pragmaticmarketing.com.

  • Joe Fox

    Joe Fox is vice president at Ariba, an SAP company. He has more than 25 years of experience in the software and technology industry, including work at Accenture, ZeaVision and Ernst & Young. His previous experience includes management consulting, product management, business strategy, technology strategy and executive management. He can be reached at jfox@ariba.com.

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