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What do Directors and VPS of Product Management Do?


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Starter slides for a highly collaborative discussion at Product Camp Silicon Valley 2015. We used slides #3 and 4, then opened it up for suggestions about what Directors do (#7) and ways to signal that you'd like to be promoted to be one (#8).

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What do Directors and VPS of Product Management Do?

  1. 1. CLICK TO EDIT MASTE R TITLE What do Directors and VPS of Product Management Do? Rich Mironov
  2. 2. • Veteran product manager/exec/strategist • Business models, pricing, agile • Organizing product organizations • 6 startups, including as CEO/founder • “The Art of Product Management” • Organized first Product Camp ABOUT RICH
  3. 3. CLICK TO EDIT MASTE R TITLE market information, priorities, requirements, roadmaps, epics, user stories, backlogs, personas, MRDs… product bits strategy, forecasts, commitments, roadmaps, competitive intelligence budgets, staff, targets Field input, Market feedback Segmentation, messages, benefits/features, pricing, qualification, demos… Markets & CustomersDevelopment Marketing & Sales Executives Product Management WHAT DOES A PRODUCT MANAGER DO? W W W . M I R O N O V . C O M
  4. 4. • PM role is different from Director PM and VP PM • The promotion funnel is narrow • Not an entitlement • Not (just) by being the best at your current job • Do you want that next job? • Can you demonstrate skills/scope beyond your current role? ROLES AND PROMOTIONS
  5. 5. MYTHICAL PM ORGANIZATION Dir PM Dir PM Pricing Analyst Sr PM PM/PO Sr PM Competitive Analyst Sr PM PM PM/PMM Product Owner Channel/Part ner PM VP Products
  6. 6. • Knows more about product, market, roadmap, competition, use cases, personas, trade-offs than anyone else • Talks benefits with customers; talks tech with engineers; talks strategy with execs • Relentless communicator of the truth • Timeline: Next 2-4 quarters • Gets great (individual) products out the door PM AS INDIVIDUAL CONTRIBUTOR
  7. 7. • 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 • Keeps the trains running DIRECTOR OF PRODUCT MANAGEMENT
  8. 8. CLICK TO EDIT MASTE R TITLE Name a few ways that a line Product Manager can show off her Director skills
  9. 9. CLICK TO EDIT MASTE R TITLE Director-level roles in other functions or organiztions?
  10. 10. • Focus on aligning strategy, organization and products • Is the company succeeding? Is PM succeeding? • Company-wide issues and disconnects • Market success (= revenue!) • Scope • 3 year trends • Thoughtful member of exec team • How do we build organizational support to do the right things? VP PRODUCTS
  11. 11. • Organizational levels have different roles • Decide what you want • Demonstrate skills one level up TAKE-AWAYS 11W W W . M I R O N O V . C O M
  12. 12. CLICK TO EDIT MASTE R TITLE CONTACT Rich Mironov, CEO Mironov Consulting 233 Franklin St, Suite #308 San Francisco, CA 94102 RichMironov @RichMironov