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SVProdCamp - P Roles & Getting Promoted

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One view of how the product manager role differs from Dir of PM and VP of PM roles. Presented at SV ProdCamp '11 with lots of audience participation.

One view of how the product manager role differs from Dir of PM and VP of PM roles. Presented at SV ProdCamp '11 with lots of audience participation.

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  • Donald Rumsfeld
  • StrategyMaking product line succeed within portfolio and channelsCompeting product suites, adjacent productsPeople and OrganizationEncouraging cross-functional cooperation, helping peers identify talentMarket SensingHow do we educate Sales and learn what’s working?1-3 year technical and PL market trendsProcessesAdvocacy for process improvements (waterfall  agile)Delegate, avoid settling individual issuesAgilityRe-allocating PMs, focusing attention, shifting roadmaps
  • StrategyMaking product line succeed within portfolio and channelsCompeting product suites, adjacent productsPeople and OrganizationEncouraging cross-functional cooperation, helping peers identify talentRelentless promotion of own team and product lineMarket Sensing1-3 year technical and PL market trendsStrategic moves by competitors and partnersHow do we educate Sales and learn what’s working?ProcessesAdvocacy for process improvements (waterfall  agile)Delegate, avoid settling individual issuesAgilityRe-allocating PMs, focusing attention, shifting roadmapsRecruit partners and third party contributions
  • StrategyMaking product line succeed within portfolio and channelsCompeting product suites, adjacent productsPeople and OrganizationEncouraging cross-functional cooperation, helping peers identify talentRelentless promotion of own team and product lineMarket Sensing1-3 year technical and PL market trendsStrategic moves by competitors and partnersHow do we educate Sales and learn what’s working?ProcessesAdvocacy for process improvements (waterfall  agile)Delegate, avoid settling individual issuesAgilityRe-allocating PMs, focusing attention, shifting roadmapsRecruit partners and third party contributions
  • Some PMs would be better as Directors(and vice versa)
  • Transcript

    • 1. Understanding the Next Job Up andGetting Promoted
      Rich Mironov
    • 2. About Rich Mironov
      CEO of a stealth startup
      Veteran product manager/strategist/executive
      Business models, pricing, agile
      Organizing product organizations
      “The Art of Product Management” and Product Bytes blog
      Organized first Product Camp
    • 3. Roles and Promotions
      PM role is different from Director and VP PM
      The promotion funnel is narrow
      Not an entitlement
      Not (just) by being the best at your current job
      Do you demonstrate skills/scope beyond your current role
      Do you want that next job?
    • 4. Product
      Management
      Executives
      Development
      What Does Product Management Do?
      strategy, forecasts, commitments, roadmaps,competitive intelligence
      budgets, staff,
      targets
      market information, priorities,
      requirements, roadmaps, MRDs,
      personas, user stories…
      Field input,
      Market feedback
      Mktg & Sales
      Markets & Customers
      software
      Segmentation, messages, benefits/features, pricing, qualification, demos…
    • 5. Mythical PM Organization
      VP Products
      Dir PM
      Dir PM
      Pricing
      Analyst
      Sr PM
      PM/PMM
      Sr PM
      Sr PM
      PM
      Product Owner
      PM/PO
      Competitive Analyst
      Channel/Partner PM
    • 6. Starting Bottoms-Up
      Product Managers focus on single-productcontent and planning
    • 7. PM as Individual Contributor
      Knows more about product, market, roadmap, competition, use cases, personas, trade-offs than anyone else
      Talks benefits with customers; tech with engineers
      Relentless communicator of the truth
      Timeline: Next 2-4 quarters
      Get it done with what you have
    • 8. "You build your product with the development team and cross-functional organization you have --not the team you might want or wish to have at a later time.”
      8
    • 9. Director of Product Management
      Focus on processes, resources and teams
      Cross-functional cooperation and priorities
      PLM-level trends and market input
      Standardization and simplification
      Mentor your replacement
      Scope
      Next 6 quarters
      Broad product strategy and budget
      Keep the trains running
    • 10. WWDD?
      thinking & acting like a director
    • 11. VP Products
      Focus on aligning strategy, organization and products
      Is the company succeeding? Is PM succeeding?
      Company-wide issues and disconnects
      Market success ($ales)
      Scope
      3 year trends
      Thoughtful member of exec team
      How do we build organizational support to do the right things?
    • 12. WWVPD?
    • 13. Example: Agile Adoption
      VP
      “Our competitors using Agile are out-developing us by 30-60%. We need a 12-month executive commitment to invest in Development and PM improvements”
      Director
      “Here are training and coaches and processes and metrics and tools to move us toward Agile.”
      PM
      “Let’s review roadmaps, personas, user stories, backlog, acceptance criteria for my product.”
    • 14. Take-Aways
      • Organizational levels do different things
      • 15. Demonstrate skills one level up
      • 16. Decide what you want
    • Contact Information
      +1-650-315-7394
      rich@mironov.com
      www.mironov.com
      @RichMironov
      www.linkedin.com/in/richmironov

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