organizing product management
DESCRIPTION
TRANSCRIPT
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Staffing and organizing product management
Steve Johnson, Pragmatic Marketing
Follow me on twitter @ sjohnson717
Read my blog at www.productmarketing.com
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1582 responses overall
1044 respondents have product management titles
Product management survey
1691233116169
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Profile of a product manager (including product marketing and product management)
Product management activities
Organizational alignment
Compensation
Survey focus
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Profile of a product manager
PM
PMM
TPM
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I am non-technical
I am somewhat non-technical
I am somewhat technical
I am very technical
no degree7%
college43%
Masters degree
48%
Doctoral degree2%
Female32%
Male68%
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Total compensation range
Midwest Northeast Pacific South Southwest West Average50
60
70
80
90
100
110
120
130
PMPMM
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Impact of experience on total compensation
01--02 03--05 06--10 11--15 15+50
60
70
80
90
100
110
120
130
FemaleMale
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Technical impact on base salary
I am non-technical I am somewhat non-technical
I am somewhat technical
I am very technical50
60
70
80
90
100
110
120
130
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Activities of product management
Sales processDefining marketing plan
Product contractOperational metrics
Technology assessmentWin/loss analysis
Market sizingInnovation
Buy, build, partnerDistinctive competence
User personasPricing
Product portfolioMonitoring release milestones
Market researchPositioning
Product performanceUse scenarios
Market problemsBusiness case
Competitive analysisMarket requirements
Product roadmap
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
PMMPM
10
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
product marketing
product management
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Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
product marketing
product management
12
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Marketing
Strategy
Technical
13
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Technical
Marketing
Strategy
14
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Business
MarketProgram
sPlannin
gStrateg
ySupport
Readiness
Stra
tegi
c Tactical
Technical
Marketing
Strategy
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Reporting structure
Reporting directly to the CEO
In product management
In development
In marketing
0% 5% 10% 15% 20% 25% 30% 35%
2009
2000
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Reporting structure
less than $1 Million
$1 Million to $10 Million
$11 Million to $25 Million
$26 Million to $50 Million
$51 Million to $100 Million
$101 Million to $250 Million
$251 Million to $500 Million
$501 Million to $1 Billion
over $1 Billion
0% 20% 40% 60% 80% 100%
CEOProduct ManagementDevelopmentMarketingOther
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Business case Defining marketing planManaging mktg programs
Market messages
Positioning
Buyer personas
Success stories
Lead generation
providing sales channel training
creating collateral and tools
writing competitive checklistscreating pres and demosstaffing eventsMarket requirements
User personas
Use scenarios
Monitoring release
Technology assessment
Competitive analysis
Pricing
Product roadmap
Market sizing
Win/loss analysisMarket problems
in PM
in MKTG
in DEV
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Product management is becoming more strategic More report directly to CEO or product management Fewer report to marketing or sales Being organizationally separated from development
Actual focus of task orientation is impacted by organizational alignment
Experience and technical skills have the most impact on salary
Conclusions
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? Steve [email protected]
Slides available at www.slideshare.net/sjohnson717
Read my blog at www.productmarketing.com