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No more superheroes - Creating Effective and Scalable Product Management Organizations
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No more superheroes - Creating Effective and Scalable Product Management Organizations

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Companies don't understand how to define Product Management, and thus usually struggle when trying to create a Product Management organization. This presentation -- originally presented at ProductCamp …

Companies don't understand how to define Product Management, and thus usually struggle when trying to create a Product Management organization. This presentation -- originally presented at ProductCamp Boston in April 2011 -- provides some guidance on how to think about an organization that is scalable and can deliver on the diverse needs that companies demand of Product Management.

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  • Take a look at this set of answers. What is the biggest barrier companies face in effectively executing on plans?
  • Transcript

    • 1. No more Superheroes!How to create an Effective and Scalable Product Management OrganizationSaeed KhanTwitter: @saeedwkhan, @onpmwww.OnProductManagement.net
      Copyright © Saeed Khan 2011
    • 2. It’s time to change how we think about Product Managers!
      No more Rock Stars No more Superheroes
      Copyright © Saeed Khan 2010
    • 3.
    • 4. Why?
    • 5. It’s good for our egos, but…
      it’s bad for our profession
    • 6. Hiring the first PM
      Highly visible position
      Technical Strength
      Business Acumen
      Strategic Thinker
      Tactical Executioner
      Marketing Guru
      Etc. Etc.
    • 7. How successful could this person be?
    • 8. But how do you scale the organization?
      ?
    • 9. Like this?
    • 10. Is this even possible?
      Can you even hire a team like this?
      Is the whole greater than the sum of the parts?
      Is this really how any team scales?
    • 11. One other factor to consider…
    • 12. Some real world problems for Product Management organizations
    • 13. Is this a problem?
      Long term planning vs. short term tactics
      Getting out of firefighting mode
    • 14. Is this a problem?
      How to work in an Agile environment?
      Is the Product Manager the Product Owner?
    • 15. Is this a problem?
      How to work with Marketing?
      Why don’t they just “get it”?
    • 16. Is this a problem?
      Just getting outside the building!
      How do I gain market authority when I’m stuck at my desk?
    • 17. And finally…
      Truly managing the product across the product lifecycle
    • 18.
    • 19. So what’s the solution?
    • 20. Stop talking about the Product Manager
      Start talking about Product Management
    • 21. It’s not part of Marketing
      It’s not part of Engineering
    • 22. Product Management should be a department in your company with differentiated roles DEFINED and STAFFED for overall success
      (just like every other department)
    • 23. Specialized Roles for Specific Objectives
      Engineering
      Software Engineers
      Architects
      Project Managers
      Development Leads
      Database Architects
      User Interaction/Experience
      Quality Assurance
      Etc.
      Sales
      Account Managers
      Named Account Managers
      Territory Managers
      Inside Sales Reps
      Sales Consultants
      Business Development
      Direct Response
      Etc.
    • 24. What are those Product Management roles and how can they be defined?
    • 25. The goal of Product Management
      To deliver measurable business results through product solutions that meet both market needs and company objectives.
    • 26. Key Product Management Skills
      Marketing
      Strategy
      Forecasting
      Roadmaps
      Communication
      Pricing
      Partnerships
      Technology
      Planning
      Selling
      Management
      Copyright © Saeed Khan 2010
    • 27. Cross-Functional Responsibilities
    • 28. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Technical
      Business
      Product
      Segmenting the roles
      Product Manager
    • 29. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Technical
      Business
      Product
      Some are more technically focused
    • 30. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Technical
      Business
      Product
      Some are more business focused
    • 31. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Technical
      Business
      Product
      How should the roles be segmented
    • 32. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Technical
      Product Manager
      Business
      Product
      Product Manager is business focused
      TechnicalProduct Manager
    • 33. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Technical
      Product Manager
      Business
      Product Marketing Manager
      TechnicalProduct Manager
      Product
      Product Marketing can be added
    • 34. Sr. Mgmt
      Presales
      Engineering
      Support
      Sales
      Marketing
      Market
      Solution Specialist
      Technical
      Product Manager
      Business
      Product Marketing Manager
      TechnicalProduct Manager
      Product
      Solution Specialist adds product depth
    • 35. A scalable & effective team
      • Other roles UX, BA etc. can be added if needed
      • 36. Can scale organization (by adding people) across products or product lines
    • Product Management Grows with the Company
      • Individuals across groups work together in virtual or physical teams
    • Product Management problems solved?
      Balance long term planning vs. short term tactics
      Ability to work effectively in an Agile environment
      No barriers to getting out of the building
      Enabling Marketing so they “get it”
      Managing across the entire product lifecycle
    • 37. And the real reason you came to listen!
    • 38. No more Superheroes!How to create an Effective and Scalable Product Management OrganizationSaeed Khanwww.OnProductManagement.netTwitter: @saeedwkhan, @onpm
      Copyright © Saeed Khan 2011

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