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What do Directors and
VPS of Product
Management Do?
Rich Mironov
• 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
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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
• 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
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
• 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
• 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
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Name a few ways
that a line Product
Manager can show
off her Director
skills
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R TITLE
Director-level roles
in other functions or
organiztions?
• 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
• 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
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CONTACT
Rich Mironov, CEO
Mironov Consulting
233 Franklin St, Suite #308
San Francisco, CA 94102
RichMironov
@RichMironov
Rich@Mironov.com

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What do Directors and VPS of Product Management Do?

  • 1. CLICK TO EDIT MASTE R TITLE What do Directors and VPS of Product Management Do? Rich Mironov
  • 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. 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. • 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. 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. • 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. • 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. CLICK TO EDIT MASTE R TITLE Name a few ways that a line Product Manager can show off her Director skills
  • 9. CLICK TO EDIT MASTE R TITLE Director-level roles in other functions or organiztions?
  • 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. • 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. CLICK TO EDIT MASTE R TITLE CONTACT Rich Mironov, CEO Mironov Consulting 233 Franklin St, Suite #308 San Francisco, CA 94102 RichMironov @RichMironov Rich@Mironov.com

Editor's Notes

  1. Strategy Making product line succeed within portfolio and channels Competing product suites, adjacent products People and Organization Encouraging cross-functional cooperation, helping peers identify talent Market Sensing How do we educate Sales and learn what’s working? 1-3 year technical and PL market trends Processes Advocacy for process improvements (waterfall  agile) Delegate, avoid settling individual issues Agility Re-allocating PMs, focusing attention, shifting roadmaps