Key Takeaways: -Customer Problems and User Problems are different -Your stakeholder management skills matter more than ever -Develop your industry knowledge and specialization

1. www.productschool.com
Building Enterprise Products in 2021 by
Google Product Leader

2. CERTIFICATES
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4. Free Product Management Resources
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5. My Name is Oleg
Product Manager at Google Cloud
and Google AI (Dublin, Ireland)
You can find me at
linkedin.com/in/olegpashinin/
Hello!
1

6. Building
Enterprise
Products
Oleg Pashinin
Product Manager, Google Cloud

7. ⬡ How they are similar?
⬡ What are the differences?
⬡ What skills and knowledge do you need?
⬡ How to become Enterprise PM?
Agenda
3

8. “Enterprise Product
Manager builds
products for (large)
organizations.
4

9. 6 Traits of a Great PM
5
Credit: Medium (Luke Gallimore)
Trusting
Articulate
V
i
s
i
o
n
a
r
y
Structured
Curious
D
r
i
v
e
n

10. ⬡ User Obsession
⬡ Technical Skills
⬡ Ability to Learn
Quickly
Skills Every PM Needs
⬡ Interpersonal Skills
⬡ Strategic
⬡ Knowledge of the market,
trends and competitors
6

11. How Enterprise PM
is different from
Consumer PM

12. Customer ≠ User
8

13. Key Differences
Enterprise/Consumer PM
9
Customer ≠ User

14. Key Differences
Enterprise/Consumer PM
10
Customer ≠ User
User Research

15. ⬡ Direct access to users
⬡ Limited A/B test opportunities
⬡ Sales Team is a great source of data
User Research is Different
11

16. Key Differences
Enterprise/Consumer PM
12
Customer ≠ User
User Research
Roadmapping

17. ⬡ Let them know about your plans early
⬡ Customers are Buying Into Roadmaps
⬡ Role of Customers in the Roadmaps
Roadmapping is Different
13

18. Key Differences
Enterprise/Consumer PM
14
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change

19. Key Differences
Enterprise/Consumer PM
15
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels

20. Key Differences
Enterprise/Consumer PM
16
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels
Sales Motion

21. ⬡ Direct Sales
⬡ Up to 18 months
⬡ Customer Budgeting Cycles
⬡ Go-to-Market (GTM) Strategy
⬡ Solutions Selling
Sales Motion
17

22. Key Differences
Enterprise/Consumer PM
18
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels
Sales Motion
Vendor Lock-in

23. Key Differences
Enterprise/Consumer PM
19
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels
Sales Motion
Vendor Lock-in
Contracts

24. ⬡ Enterprise Agreements (EA)
⬡ 80% of Enterprise Sales are done via
Contracts
⬡ Important step in the sales process
⬡ Done via Deal Desk
Contracts are Essential
20

25. Key Differences
Enterprise/Consumer PM
21
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels
Sales Motion
Vendor Lock-in
Contracts
Pricing

26. ⬡ Flat Rate Pricing (Licensing)
⬡ Usage Based Pricing (Pay as You Go Model)
⬡ Tiered Pricing
⬡ Per User Pricing (Per Seat)
⬡ Per Active User Pricing
⬡ Per Features
Pricing Types
22

27. Key Differences
Enterprise/Consumer PM
23
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels
Sales Motion
Vendor Lock-in
Contracts
Pricing
Product Ecosystem

28. Key Differences
Enterprise/Consumer PM
24
Customer ≠ User
User Research
Roadmapping
Slower Pace of Change
Distribution Channels
Sales Motion
Vendor Lock-in
Contracts
Pricing
Product Ecosystem

29. 25
Knowledge and
skills you need to
succeed as an
Enterprise PM

30. 26
Industry
Knowledge
Trends of the
marketplace,
customer problems
and existing
solutions
1
Organizational
Knowledge
Engineering Team
Sales Teams
Supporting Teams
Executives
other PMs
2
Product Knowledge
How your product
functions, what
works for your
customers and
users, how to
position your
product
3
Time it takes to acquire

31. Product Knowledge
Users
Features, Technical
Product Metrics
Product Strategy
Positioning
Pricing
27

32. Organizational
Knowledge
Engineering
Team
Sales Team and
Sales Process
Executive Team
Supporting
Teams
Product Knowledge
Users
Features, Technical
Product Metrics
Product Strategy
Positioning
Pricing
28

33. Organizational
Knowledge
Engineering
Team
Sales Team and
Sales Process
Executive Team
Supporting
Teams
Product Knowledge
Users
Features, Technical
Product Metrics
Product Strategy
Positioning
Pricing
29
Industry
Knowledge
Customer Problems
Existing Solutions
Trends

34. Enterprise PM:
One Week of Life

35. TALK WITH ENGINEERING
Resolve issues
Plan and review sprints
31

36. TALK WITH ENGINEERING
Resolve issues
Plan and review sprints
32
LEARN ABOUT YOUR
USERS AND CUSTOMERS
Talk with sellers, customers,
users
Analyze usage data and
metrics

37. TALK WITH ENGINEERING
Resolve issues
Plan and review sprints
33
LEARN ABOUT YOUR
USERS AND CUSTOMERS
Talk with sellers, customers,
users
Analyze usage data and
metrics
CREATE DOCUMENTS AND
PLANS
PRDs, Roadmaps, Executive
Overviews, QBRs

38. TALK WITH ENGINEERING
Resolve issues
Plan and review sprints
34
LEARN ABOUT YOUR
USERS AND CUSTOMERS
Talk with sellers, customers,
users
Analyze usage data and
metrics
WORK WITH OTHER
PRODUCT FUNCTIONS
ACQUIRE INDUSTRY
KNOWLEDGE
CREATE DOCUMENTS AND
PLANS
PRDs, Roadmaps, Executive
Overviews, QBRs

39. Path to Enterprise PM
35
Program Management
Developer/Engineering
Sales (Sales Engineer)
Product Marketing
Consulting
User or Customer

40. 36
Customer ≠ User
Communication
Skills &
Curiosity
Industry Knowledge
Summary

41. Any questions?
You can find me at
linkedin.com/in/olegpashinin/
37
Thanks!
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42. www.productschool.com
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