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ProductCamp Amsterdam Session 3 Hans Arnouts

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Hans Arnouts: Product Management; Job or Profession …

Hans Arnouts: Product Management; Job or Profession

An open discussion on the need of making (software) Product Management a recognized profession instead of a painful job. Many peers in Product Management and Product Marketing share the same experience that it is tough to match the relevance of their job to the acknowledgement they perceive. Yet it is that same experience that proves the importance of well implemented Product Marketing and Product Management at successful software companies. In this session I want to share my vision and experiences with yours and investigate the need for more recognition of Product Marketing and Product Management as a true profession resulting in certified education, clear responsibility definitions, obvious career profiles and the first CPO, Chief Product Officer!

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  • 1. Hans Arnouts: “Software Product Management: Job or Profession?” Session #3, 2009 www.productcampamsterdam.org The first European unconference for product managers and marketers.
  • 2. Software Product Management Job or Profession? Hans Arnouts Manager Product Development & Marketing NACHON
  • 3. 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
  • 4. 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
  • 5. And who are you? 10/27/09 Software Product Management
  • 6. And who are you? 10/27/09 Software Product Management • Education? – Technical – Commercial – University / HBO / MBO
  • 7. And who are you? 10/27/09 Software Product Management • Education? – Technical – Commercial – University / HBO / MBO • Your Business? – Software – Other
  • 8. 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
  • 9. 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?
  • 10. The experiences we share 10/27/09 Software Product Management
  • 11. The experiences we share 10/27/09 Software Product Management “John, from today on you are the Product Manager, so get things organized!”
  • 12. The experiences we share 10/27/09 Software Product Management “John, from today on you are the Product Manager, so get things organized!”
  • 13. The experiences we share 10/27/09 Software Product Management “John, from today on you are the Product Manager, so get things organized!”
  • 14. 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…’
  • 15. The experiences we share 10/27/09 Software Product Management
  • 16. The experiences we share 10/27/09 Software Product Management • Every Software company starts without Product Management.
  • 17. 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.
  • 18. 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.
  • 19. 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.
  • 20. 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.
  • 21. 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.
  • 22. The experiences we share
  • 23. The experiences we share Product Development Specify Market Sales Enable
  • 24. 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
  • 25. And what about acknowledgement
  • 26. And what about acknowledgement
  • 27. And what about acknowledgement
  • 28. And what about acknowledgement
  • 29. And what about acknowledgement
  • 30. And what about acknowledgement 10/27/09 Software Product Management
  • 31. And what about acknowledgement 10/27/09 Software Product Management • When Software sells:
  • 32. And what about acknowledgement 10/27/09 Software Product Management • When Software sells: • “What a great Product and a Super Salesman!”
  • 33. And what about acknowledgement 10/27/09 Software Product Management • When Software sells: • “What a great Product and a Super Salesman!” • When Software sucks:
  • 34. 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!”
  • 35. 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!”
  • 36. First CPO 10/27/09 Software Product Management
  • 37. First CPO 10/27/09 Software Product Management • But, it’s the most interesting job in the software industry
  • 38. 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…
  • 39. 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:
  • 40. 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
  • 41. First CPO 10/27/09 Software Product Management • Do we want to get Certified? RPM Hans Arnouts • EMCF / Nima • Let’s discuss…
  • 42. Let’s discuss… 10/27/09 Software Product Management
  • 43. Let’s discuss… 10/27/09 Software Product Management • Don’t be pathetic, just do your job!
  • 44. 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.
  • 45. 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.
  • 46. 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.
  • 47. 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.