Hans Arnouts: “Software Product
Management: Job or Profession?”
Session #3, 2009
www.productcampamsterdam.org
The first European unconference for product managers and marketers.

Software Product Management
Job or Profession?
Hans Arnouts
Manager Product Development &
Marketing
NACHON

Agenda
10/27/09 Software Product Management
• Who am I?
• And who are you?
• The experiences we share
• And what about recognition
• The first CPO
• Discussion

Hans Arnouts
10/27/09 Software Product Management
• Who am I
– Age: 45
– Education: HEAO-CE
– In software business since 1988
• Matrix, Aurum, Baan, Amyyon, Augeo, emailco, Bwise,
Consul, iBanx, Truston, Tridion, GX
– Co-initiator of Software Product Management group on
– Today: Manager Product Development & Marketing at

And who are you?
10/27/09 Software Product Management

And who are you?
10/27/09 Software Product Management
• Education?
– Technical
– Commercial
– University / HBO / MBO

And who are you?
10/27/09 Software Product Management
• Education?
– Technical
– Commercial
– University / HBO / MBO
• Your Business?
– Software
– Other

And who are you?
10/27/09 Software Product Management
• Education?
– Technical
– Commercial
– University / HBO / MBO
• Your Business?
– Software
– Other
• Your role?
– Product Marketing
– Product Management
– Development
– Other

And who are you?
10/27/09 Software Product Management
• Education?
– Technical
– Commercial
– University / HBO / MBO
• Your Business?
– Software
– Other
• Your role?
– Product Marketing
– Product Management
– Development
– Other
• Who is “EMCF Certified” Product Manager?

The experiences we share
10/27/09 Software Product Management

The experiences we share
10/27/09 Software Product Management
“John, from today on you are the Product Manager, so get things
organized!”

The experiences we share
10/27/09 Software Product Management
“John, from today on you are the Product Manager, so get things
organized!”

The experiences we share
10/27/09 Software Product Management
“John, from today on you are the Product Manager, so get things
organized!”

The experiences we share
10/27/09 Software Product Management
“John, from today on you are the Product Manager, so get things
organized!”
‘Anything the rest of
the organization isn’t
(or doesn’t feel)
responsible for…’

The experiences we share
10/27/09 Software Product Management

The experiences we share
10/27/09 Software Product Management
• Every Software company starts without Product
Management.

The experiences we share
10/27/09 Software Product Management
• Every Software company starts without Product
Management.
• (Almost) every Software company introduces
Product Management just a little too late.

The experiences we share
10/27/09 Software Product Management
• Every Software company starts without Product
Management.
• (Almost) every Software company introduces
Product Management just a little too late.
• Everybody has the same problems and re-invents
the wheel.

The experiences we share
10/27/09 Software Product Management
• Every Software company starts without Product
Management.
• (Almost) every Software company introduces
Product Management just a little too late.
• Everybody has the same problems and re-invents
the wheel.
• Starting Product Managers all drown in details.

The experiences we share
10/27/09 Software Product Management
• Every Software company starts without Product
Management.
• (Almost) every Software company introduces
Product Management just a little too late.
• Everybody has the same problems and re-invents
the wheel.
• Starting Product Managers all drown in details.
• It’s a constant battle between responsibility and
authority.

The experiences we share
10/27/09 Software Product Management
• Every Software company starts without Product
Management.
• (Almost) every Software company introduces
Product Management just a little too late.
• Everybody has the same problems and re-invents
the wheel.
• Starting Product Managers all drown in details.
• It’s a constant battle between responsibility and
authority.
• And in the end the largest prospect or customer
determines the roadmap.

The experiences we share

The experiences we share
Product Development
Specify
Market
Sales
Enable

The experiences we share
Business Technical
Strategic Distinctive Market Trend Competitive Technology
Competence research Analysis Analysis Assessment
Sales Pricing Product Platform Analysis
Analysis Profitability
Business Win Loss Product acceptance Buy, Build Technology
Case Analyses or Partner innovation
Product Marketing Product Management
Positioning Messaging Development priorities Product External
Contract specifications
Cost Demo environment Product Requirements Development QA progress
justification Progress
Press tour Speaking Product Whitepapers Fact sheets
engagements Roadmap
Sales Sales training Professional Services training
presentations
Tactical

And what about acknowledgement

And what about acknowledgement

And what about acknowledgement

And what about acknowledgement

And what about acknowledgement

And what about acknowledgement
10/27/09 Software Product Management

And what about acknowledgement
10/27/09 Software Product Management
• When Software sells:

And what about acknowledgement
10/27/09 Software Product Management
• When Software sells:
• “What a great Product and a Super Salesman!”

And what about acknowledgement
10/27/09 Software Product Management
• When Software sells:
• “What a great Product and a Super Salesman!”
• When Software sucks:

And what about acknowledgement
10/27/09 Software Product Management
• When Software sells:
• “What a great Product and a Super Salesman!”
• When Software sucks:
• “Poor requirements, worthless marketing, lousy
lead!”

And what about acknowledgement
10/27/09 Software Product Management
• When Software sells:
• “What a great Product and a Super Salesman!”
• When Software sucks:
• “Poor requirements, worthless marketing, lousy
lead!”

First CPO
10/27/09 Software Product Management

First CPO
10/27/09 Software Product Management
• But, it’s the most interesting job in the software
industry

First CPO
10/27/09 Software Product Management
• But, it’s the most interesting job in the software
industry
• With loads of well recognized professionals…

First CPO
10/27/09 Software Product Management
• But, it’s the most interesting job in the software
industry
• With loads of well recognized professionals…
• And University attention:

First CPO
10/27/09 Software Product Management
• But, it’s the most interesting job in the software
industry
• With loads of well recognized professionals…
• And University attention:
• www.softwareproductmanagement.org

First CPO
10/27/09 Software Product Management
• Do we want to get Certified?
RPM
Hans Arnouts
• EMCF / Nima
• Let’s discuss…

Let’s discuss…
10/27/09 Software Product Management

Let’s discuss…
10/27/09 Software Product Management
• Don’t be pathetic, just do your job!

Let’s discuss…
10/27/09 Software Product Management
• Don’t be pathetic, just do your job!
• It’s not a job, it’s a profession.

Let’s discuss…
10/27/09 Software Product Management
• Don’t be pathetic, just do your job!
• It’s not a job, it’s a profession.
• Sharing experiences on days like this is enough.

Let’s discuss…
10/27/09 Software Product Management
• Don’t be pathetic, just do your job!
• It’s not a job, it’s a profession.
• Sharing experiences on days like this is enough.
• € 2,000 a year for getting certification is worth the
cost.

Let’s discuss…
10/27/09 Software Product Management
• Don’t be pathetic, just do your job!
• It’s not a job, it’s a profession.
• Sharing experiences on days like this is enough.
• € 2,000 a year for getting certification is worth the
cost.
• I am willing to spend 5 – 10 hours a month to bring
this process to the next level.