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Product Management Career Path in India - MBA Certifications what helps?
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Product Management Career Path in India - MBA Certifications what helps?


how can MBA and PM certifications help in Product Management Career Path in India

how can MBA and PM certifications help in Product Management Career Path in India

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  • Is is necessary that to become PM you should have tech background. I will pleased if any one revert on this.
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  • Talk about the vicious cycleVicious cycle of shifting focus from technology to revenue to branding to cost containment goes endlesslyWho knows what customers really need and will actually pay for it?Who knows the characteristics of what target customer even looks like?What customer problems are we actually solving?Product marketing and product management are often fused together as inbound product management vs. outbound product managementOrganizationally where should a PM sit?Culturally it depends on the power houses – engineering, business etc.Discussion on who is doing product marketing and product management for you?
  • Talk about competencies in this slideMarket size, Addressable marketSize of your customer relative to youDoes customer have Substitutes?Customer’s switching cost to and from your productWhat kind of competitors?If no competitors, are you sure there’s a market? Have others tried before?Can you beat competitors? If you can, do you want to? What is Willingness to Pay?Big fish in a small pond or vice-versa? Which one suits you better?Is product perceived as commodity? Can you reposition for higher value?Every day or occasional use. Critical or nice-to-have. Fleeting opportunity or here to stayExtended Product Category – are there big competitors there? Barriers to entry?Does your organization have what it takes?Do you have the right type of engineers? Are you a creating a HW product inside a SW company? Are you selling to the enterprise but not willing to provide 24-hour support? Do you need high-touch sales when your company doesn’t have it?New investments – new salespeople, routes to market, engineers?Political factors – Will your Organization go for it? Can you align with corporate initiatives?
  • As you go through the value journey there are a couple of steps in this process. Whether you are an entrepreneur launching a new product, intrapreneur who is launching a new product line in a bigger company or in charge of running a product line/portfolio for existing products in an existing company – the model remains the same.We will see some of the differences in the approach and activities that a Product Manager does between new and existing products in a second but the fundamental milestones remain the same.In Understanding Value – you are answering questions like “ who is the target customer for this product, otherwise also called as MIC (Most important customer) or Persona”. What market problems with high pain points exist with that persona and what are the alternatives?”Then you move to “which of those market problems are you choosing to solve as you design your solution” - Creating ValueThen “is there a willingness to pay for that problem?” – capture value“Is your solution appealing to the persona and is there perceived value in the minds of the persona for your proposition” – Communicating Value“Can the prospect “easily” avail and use your product? What is the total experience with the product “ – Delivering Value


  • 1. License to become a PM
    Pinkesh Shah, CISSP
    CEO Adaptive Marketing
  • 2. Role of a PMBeyond requirements analysis
    CEO for the product
    Talk about customers and their problems as opposed to company and their products
    Master Orchestrator of the “Value Journey” that works with cross functional teams
    Finding compelling, competitive and profitable solutions to market problems
  • 3. Career Path for a PM - Title
    Product BU Owner
    Portfolio Owner
    Product Line Owner
  • 4. Anatomy of a PM
  • 5. Lots to consider
    Addressable market
    New Competencies
    Fleeting or lasting?
    New Routes to Market
    Market Size
    Core Competencies
    Customer Pain - Size
    Sales / Support Investments
    Can I make money with it?
    Big Fish in Small Pond?
    Direct Competitors
    Willingness to Pay
    Resource Competitors
    Target Customer Types
    Target Segments
    Switching costs
    Barriers to entry
    Organizational Appetite
  • 6. Progression Accelerators
    Business Credentials (MBA/Certifications)
    Stakeholder Feedback
    Successful product launches
    Profitability Targets
    Team building
    II (Influentiality Index)
    Demonstrable knowledge of full spectrum “productizing” process
    Accelerators have a different effect at every stage
  • 7. “Productizing” Process
    Market Analysis
    Strategic Planning
    Product Planning
    Go To Market
    Sales Enablement
    Value Management = Product Management
    Choosing to Build
    Building Profitably
    Building it right
    Marketing it right
    Selling effectively
  • 8. Product Positioning
    Routes to market
    Marketing Plan
    Launch Plan
    Customer Acquisition
    Target Market Sizing
    Product Strategy
    Buy/Build/ Partner
    Pricing & Packaging
    Business Model & Plan
    Product Line Economics
    Personas & Scenarios
    Market Acceptance Planning
    Product Roadmap
    Collaterals & Sales Tools
    Lead Gen & PreSales
    Channel & Sales Training
    Evangelism Thought Leadership
    Market Analysis
    Strategic Planning
    Go To Market
    Sales Support
    Product Planning
    Value Research & Analytics
    Resources & Competency
    Competitive Analysis
    Win/Loss Analysis
    Performance Analysis
    Adaptive Productizing FrameworkTM
    Marketing it right
    Building it right
    Selling effectively
    Choosing to Build
    Building Profitably
  • 9. 5 Compelling Reasons for MBA/Certs
    Whether you like it or not, it’s a filtering criteria
    Good training/MBA will actually teach you frameworks for solving most product challenges
    It allows you to speak the business language, terminology helps with credibility
    If you are techie this is one of the fastest ways to become a generalist
    It allows you to learn how to learn!
  • 10. Tips
    Understand your assets/strengths
    Augment yourself with as many “Accelerators” as feasible
    Benchmark success in your organization
    Improve your “terminology” vocabulary before you develop deeper expertise
    For PMs with technology background its important to become a generalist
    MBA/Certification – in some cases its necessary but in most cases wont be sufficient
  • 11. 11
    “Adaptive marketing”
    Training schedule, resources/updates at