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Getting Started in Product Management

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Getting Started in Product Management

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Original survey research presented by Kyle Warneck at Silicon Valley Product Camp 2013 highlighting the most common career paths for those looking to break into product management.

Transcript

  1. 1. Getting Started in Product Management KYLE WARNECK PRODUCT MANAGER, SURVEYMONKEY SILICON VALLEY PRODUCT CAMP 2013 MARCH 23, 2013
  2. 2. Who are you?
  3. 3. Who Am I?  https://www.vizify.com/kylewarneck https://www.vizify.com/kylewarneck
  4. 4. The goals of the session  In the spirit of teach what you know . . .  Share the results of a survey  Share some good ideas from others  Provide a forum for others to ask good questions
  5. 5. The Problem: Need Experience First, remember that hiring managers strongly prefer candidates who are already product managers. Unfair? Sure. What you want to hear? Probably not. But that’s the cold, hard reality. Would you want to hire a newbie ? “Getting Your First Product Management Job” Rich Mironov, Mironov Consulting http://www.mironov.com/1st-pmjob/
  6. 6. The Problem: No Entry Level Job
  7. 7. The Problem: Showing Expertise as a Generalist
  8. 8. But somebody gets the job, right?
  9. 9. Survey Research to the Rescue  Survey of 63 Current and Former PM’s  And a few good ideas from other places  Your mileage may vary!
  10. 10. In scope: How do I get a job?
  11. 11. Out of scope WHAT IS PRODUCT MANAGEMENT?
  12. 12. Out of Scope: Required Skills The Product Manager Getting Started Guide http://www.slideshare.net/mikegoos/product-manager-getting-started-guide By Mike Goos, VP of Products, Alohar Mobile, Inc
  13. 13. Out of Scope: Who should be a product manager? 2012-2013 Annual Product Management and Marketing Survey Pragmatic Marketing http://www.pragmaticmarketing.com/resources/annual-survey.aspx
  14. 14. Making the Jump to Product Management THE CONTEXT
  15. 15. The Importance of Context: Timing 25% 20% 15% 10% 5% 0%
  16. 16. Organizational Change 11.7% of respondents made the jump as part of an acquisition
  17. 17. Making the Jump to Product Management HOW
  18. 18. A Few Popular Paths 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
  19. 19. Path 1: Internal Transfer 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
  20. 20. Where Orgs Look for Talent From What Color is YourParachute Quoted in “How Employers Prefer to Find Job Candidates” http://blog.whyhire.me/how-employers-prefer-to-find-job-candidates/
  21. 21. Internal Hires by Previous Role UX/Design 4% Marketing 17% Engineering 48% Other 31%
  22. 22. Job Titles of Internal Hires Account Technologist Product Marketing Manager Associate Panel Manager Project Manager Director of Analytics Project Manager / Developer Director of Engineering QA Engineer Development Senior Business Analyst Editorial manager Senior Customer Operations Editorial Services Manager Manager Firmware Design Engineer Software Architect Incident manager Support Analyst Manager of Customer Relations Technical Producer Manager, Software Engineering Technical Product Marketing Online Marketing Manager Manager Product Analyst Technical Writer Product Engineering manager Usability Engineer
  23. 23. Subject Matter Experts “I was in Software project management before getting into product management. Essentially what happened was that I became a product subject matter expert after wrapping up a project and there was no one to take management over the product so I did.”
  24. 24. Internal Hires are Learners! 15% 27% MBA's Other Adv. Degree Certification (no adv. Degree) 35% No additional training 19%
  25. 25. Stepping Stone Jobs – Specialist First “Anyone trying to get started as a product manager in a software company should first understand the difference between Technical Product Manager and Product Marketing Manager roles . . . entry-level ones are typically cast in one direction or the other.”
  26. 26. You Never Know . . . “Journalism degree and 10 years of newspaper experience were an excellent foundation for becoming a product manager.”
  27. 27. Path 2: External Hire 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
  28. 28. Educational Background 40% 35% 34% 30% 27% 25% 20% Internal Hire 16% 15% External Hire 10% 7% 5% 0% MBA Other Adv Degree
  29. 29. Functional Work Area are Similar 60% 50% 48% 40% 38% 31% 30% 30% 23% 20% 17% External Hire Internal Hire 10% 8% 4% 0% 0% 0%
  30. 30. Job Titles of External Hires Analyst IT Systems Analyst Director, Product Ecommerce Manager Marketing community manager Principle Engineer CTO Co-founder Business Analyst Business Operations Sr. Associate Analyst Head of Production Associate Consultant Engineering Manager Program Manager Programmer
  31. 31. Path 3: Go to School 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
  32. 32. Straight out of Grad School 90.00% 83.33% 80.00% 70.00% 60.00% 50.00% 40.00% 33.33% 30.00% 20.00% 10.00% 0.00% MBA Other Adv Degree
  33. 33. What They Did Before 60% 50% 50% 40% 33% 30% 20% 17% 10% 0% Engineering Finance HR
  34. 34. What They Say . . . “I have product manager intern experiences in a Tech firm” “I got my MBA after I started in prod mgmt, but it was totally worth it because it opened doors to companies that wouldn't have looked twice at my resume (even with Sr Prd Mgr on it).”
  35. 35. Certificate Programs
  36. 36. Certificate Programs? Certification/Training Respondents AIPMM Certified Product manager 3 Certified Scrum Product Owner 3 UC Berkeley Executive Education Product 2 Management program Product Owner Agile development Certificate in Marketing from Berkeley 1 extension Pragmatic Marketing 1 New Product Development Professional Value Innovation BlackBlot Product 1 Management
  37. 37. Path 4: Start Your Own Company 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
  38. 38. A Few Final Thoughts
  39. 39. The Start-Up of You The Start-Up of You By Reid Hoffman and Ben Casnocha http://www.thestartupofyou.com/start/
  40. 40. The Start-Up of You  “Bein motion and court selective randomness”.  Look for Breakout opportunities
  41. 41. My Two Cents  Learn Constantly  Advertise your interests  Look for senior sponsors  Go find a great company and do awesome work!
  42. 42. Wrapping Up QUESTIONS? CONVERSATION?
  43. 43. Please take my survey! HTTPS://WWW.SURVEYMONKEY.COM/S/SVPCAMP
  44. 44. If you’d like to contact me Kyle Warneck Product Manager, SurveyMonkey KyleW@SurveyMonkey.com @KyleWarneck https://www.vizify.com/kylewarneck

Editor's Notes

  • Poll of the roomCurrent/Former PM’sAspiring PM’sFunctional Work Area?EngineersMarketingFulltime StudentsSomething else?
  • Visualize.me
  • In the spirit of share what you knowI’m new at this, but I can tell you how I got hereWhat do once you become a pm . . Should probably ask some one elseHoping for lots of room for conversation
  • A bad PM can do a lot of damage.
  • End of Lateral Career Path
  • End of Lateral Career Path
  • 1 product manager for every 7 devs and 1:1 with Dev MgrsRise of product Managers in senior rolesHow did you get the job
  • Surveyed 63 current and former PMsSmall Sample SizesSkewed by my friends and coworkers (lots of Monkeys & SurveyMonkeys)Not so much who gets the job or why get this job?Skewed by the Monkey (and my friends)YMMVAlso surveyed prospective pm’s, but not enough to report onA few good ideas from other places
  • Crazy paths into 3 Company foundersStraight from MBAsCame up through the organizationIfthis is not you, it’s ok to leave
  • Tough question and worthy of a session on it’s ownRefers more to where you sit in the organization more than your day to day jobBy nature cross functional and the job changes by day and by roleMarketing copy and a db diagram (don’t necessarily need to write either one)SurveyMonkey 13 folks – marketing focussedvs feature focussedYelp has 15 – two groups (advertisers and reviewers)Exec’s provide the why, You provide the what, the engineers provide the how
  • 13th annual1,500 people
  • Some general observations from the survey
  • Why Does the organization need a product manager
  • Lots and lots of “Other”
  • Vs 50% in general populationAttending product camp.Or speaking at a conference . . .Not generally
  • I wasn’t hired for my mediocre CSS skills
  • Idiosyncratic
  • Nearly twice as likely to have MBA as internal transfers (27% vs 15%)Less likely to have some other degree (7% vs 35%) Similar mix of previous functional work areas
  • Slightly Fewer EngineersMore MBA Analyst Types
  • More Senior?More Analysis
  • This works, but usually combined with internships and a good previous work experience
  • Small Numbers
  • Rich Mironov doesn’t use themAne neither do IBut I liked the reading list
  • Two reasons to do a start upMoney and opportunity1/3 of the PM’s on the Product Manager Team at the Monkey
  • Manage your career like a businessDifferentiateBe Entrepeneurial
  • Think about what’s your differentiatorSacrifice earnings for learnings- like a startup in pre-profit mode
  • Glad to share the full data set
  • Description

    Original survey research presented by Kyle Warneck at Silicon Valley Product Camp 2013 highlighting the most common career paths for those looking to break into product management.

    Transcript

    1. 1. Getting Started in Product Management KYLE WARNECK PRODUCT MANAGER, SURVEYMONKEY SILICON VALLEY PRODUCT CAMP 2013 MARCH 23, 2013
    2. 2. Who are you?
    3. 3. Who Am I?  https://www.vizify.com/kylewarneck https://www.vizify.com/kylewarneck
    4. 4. The goals of the session  In the spirit of teach what you know . . .  Share the results of a survey  Share some good ideas from others  Provide a forum for others to ask good questions
    5. 5. The Problem: Need Experience First, remember that hiring managers strongly prefer candidates who are already product managers. Unfair? Sure. What you want to hear? Probably not. But that’s the cold, hard reality. Would you want to hire a newbie ? “Getting Your First Product Management Job” Rich Mironov, Mironov Consulting http://www.mironov.com/1st-pmjob/
    6. 6. The Problem: No Entry Level Job
    7. 7. The Problem: Showing Expertise as a Generalist
    8. 8. But somebody gets the job, right?
    9. 9. Survey Research to the Rescue  Survey of 63 Current and Former PM’s  And a few good ideas from other places  Your mileage may vary!
    10. 10. In scope: How do I get a job?
    11. 11. Out of scope WHAT IS PRODUCT MANAGEMENT?
    12. 12. Out of Scope: Required Skills The Product Manager Getting Started Guide http://www.slideshare.net/mikegoos/product-manager-getting-started-guide By Mike Goos, VP of Products, Alohar Mobile, Inc
    13. 13. Out of Scope: Who should be a product manager? 2012-2013 Annual Product Management and Marketing Survey Pragmatic Marketing http://www.pragmaticmarketing.com/resources/annual-survey.aspx
    14. 14. Making the Jump to Product Management THE CONTEXT
    15. 15. The Importance of Context: Timing 25% 20% 15% 10% 5% 0%
    16. 16. Organizational Change 11.7% of respondents made the jump as part of an acquisition
    17. 17. Making the Jump to Product Management HOW
    18. 18. A Few Popular Paths 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
    19. 19. Path 1: Internal Transfer 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
    20. 20. Where Orgs Look for Talent From What Color is YourParachute Quoted in “How Employers Prefer to Find Job Candidates” http://blog.whyhire.me/how-employers-prefer-to-find-job-candidates/
    21. 21. Internal Hires by Previous Role UX/Design 4% Marketing 17% Engineering 48% Other 31%
    22. 22. Job Titles of Internal Hires Account Technologist Product Marketing Manager Associate Panel Manager Project Manager Director of Analytics Project Manager / Developer Director of Engineering QA Engineer Development Senior Business Analyst Editorial manager Senior Customer Operations Editorial Services Manager Manager Firmware Design Engineer Software Architect Incident manager Support Analyst Manager of Customer Relations Technical Producer Manager, Software Engineering Technical Product Marketing Online Marketing Manager Manager Product Analyst Technical Writer Product Engineering manager Usability Engineer
    23. 23. Subject Matter Experts “I was in Software project management before getting into product management. Essentially what happened was that I became a product subject matter expert after wrapping up a project and there was no one to take management over the product so I did.”
    24. 24. Internal Hires are Learners! 15% 27% MBA's Other Adv. Degree Certification (no adv. Degree) 35% No additional training 19%
    25. 25. Stepping Stone Jobs – Specialist First “Anyone trying to get started as a product manager in a software company should first understand the difference between Technical Product Manager and Product Marketing Manager roles . . . entry-level ones are typically cast in one direction or the other.”
    26. 26. You Never Know . . . “Journalism degree and 10 years of newspaper experience were an excellent foundation for becoming a product manager.”
    27. 27. Path 2: External Hire 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
    28. 28. Educational Background 40% 35% 34% 30% 27% 25% 20% Internal Hire 16% 15% External Hire 10% 7% 5% 0% MBA Other Adv Degree
    29. 29. Functional Work Area are Similar 60% 50% 48% 40% 38% 31% 30% 30% 23% 20% 17% External Hire Internal Hire 10% 8% 4% 0% 0% 0%
    30. 30. Job Titles of External Hires Analyst IT Systems Analyst Director, Product Ecommerce Manager Marketing community manager Principle Engineer CTO Co-founder Business Analyst Business Operations Sr. Associate Analyst Head of Production Associate Consultant Engineering Manager Program Manager Programmer
    31. 31. Path 3: Go to School 50% 46.7% 45% 40% 35% 30% 25.0% 25% 20% 15% 11.7% 10.0% 10% 6.7% 6.7% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
    32. 32. Straight out of Grad School 90.00% 83.33% 80.00% 70.00% 60.00% 50.00% 40.00% 33.33% 30.00% 20.00% 10.00% 0.00% MBA Other Adv Degree
    33. 33. What They Did Before 60% 50% 50% 40% 33% 30% 20% 17% 10% 0% Engineering Finance HR
    34. 34. What They Say . . . “I have product manager intern experiences in a Tech firm” “I got my MBA after I started in prod mgmt, but it was totally worth it because it opened doors to companies that wouldn't have looked twice at my resume (even with Sr Prd Mgr on it).”
    35. 35. Certificate Programs
    36. 36. Certificate Programs? Certification/Training Respondents AIPMM Certified Product manager 3 Certified Scrum Product Owner 3 UC Berkeley Executive Education Product 2 Management program Product Owner Agile development Certificate in Marketing from Berkeley 1 extension Pragmatic Marketing 1 New Product Development Professional Value Innovation BlackBlot Product 1 Management
    37. 37. Path 4: Start Your Own Company 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Internal Transfer External Hire Company AcquiredGrad School Undergrad Company From From Started
    38. 38. A Few Final Thoughts
    39. 39. The Start-Up of You The Start-Up of You By Reid Hoffman and Ben Casnocha http://www.thestartupofyou.com/start/
    40. 40. The Start-Up of You  “Bein motion and court selective randomness”.  Look for Breakout opportunities
    41. 41. My Two Cents  Learn Constantly  Advertise your interests  Look for senior sponsors  Go find a great company and do awesome work!
    42. 42. Wrapping Up QUESTIONS? CONVERSATION?
    43. 43. Please take my survey! HTTPS://WWW.SURVEYMONKEY.COM/S/SVPCAMP
    44. 44. If you’d like to contact me Kyle Warneck Product Manager, SurveyMonkey KyleW@SurveyMonkey.com @KyleWarneck https://www.vizify.com/kylewarneck

    Editor's Notes

  • Poll of the roomCurrent/Former PM’sAspiring PM’sFunctional Work Area?EngineersMarketingFulltime StudentsSomething else?
  • Visualize.me
  • In the spirit of share what you knowI’m new at this, but I can tell you how I got hereWhat do once you become a pm . . Should probably ask some one elseHoping for lots of room for conversation
  • A bad PM can do a lot of damage.
  • End of Lateral Career Path
  • End of Lateral Career Path
  • 1 product manager for every 7 devs and 1:1 with Dev MgrsRise of product Managers in senior rolesHow did you get the job
  • Surveyed 63 current and former PMsSmall Sample SizesSkewed by my friends and coworkers (lots of Monkeys & SurveyMonkeys)Not so much who gets the job or why get this job?Skewed by the Monkey (and my friends)YMMVAlso surveyed prospective pm’s, but not enough to report onA few good ideas from other places
  • Crazy paths into 3 Company foundersStraight from MBAsCame up through the organizationIfthis is not you, it’s ok to leave
  • Tough question and worthy of a session on it’s ownRefers more to where you sit in the organization more than your day to day jobBy nature cross functional and the job changes by day and by roleMarketing copy and a db diagram (don’t necessarily need to write either one)SurveyMonkey 13 folks – marketing focussedvs feature focussedYelp has 15 – two groups (advertisers and reviewers)Exec’s provide the why, You provide the what, the engineers provide the how
  • 13th annual1,500 people
  • Some general observations from the survey
  • Why Does the organization need a product manager
  • Lots and lots of “Other”
  • Vs 50% in general populationAttending product camp.Or speaking at a conference . . .Not generally
  • I wasn’t hired for my mediocre CSS skills
  • Idiosyncratic
  • Nearly twice as likely to have MBA as internal transfers (27% vs 15%)Less likely to have some other degree (7% vs 35%) Similar mix of previous functional work areas
  • Slightly Fewer EngineersMore MBA Analyst Types
  • More Senior?More Analysis
  • This works, but usually combined with internships and a good previous work experience
  • Small Numbers
  • Rich Mironov doesn’t use themAne neither do IBut I liked the reading list
  • Two reasons to do a start upMoney and opportunity1/3 of the PM’s on the Product Manager Team at the Monkey
  • Manage your career like a businessDifferentiateBe Entrepeneurial
  • Think about what’s your differentiatorSacrifice earnings for learnings- like a startup in pre-profit mode
  • Glad to share the full data set
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