The Five Critical Strategies to Succeed in Your Product Management Career

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© 2013-2014 280 Group LLC.
Today’s Speaker
Presenter:
Brian Lawley
CEO & Founder
@hmdelcastillo
@brianlawley
contact@280group.com
www.280group.com
+1.408.834-7518
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SPECIAL REPORT:
The Five Critical Strategies to Succeed
inYour Product Management Career
6

What you want out of this webinar
Not included today (will be in the future)
- Best practices in Product Management
- Increase importance of PM at your Company
- How to influence engineering
TODAYS TOPIC:
Product Management Career Acceleration
© 2013-2014 280 Group LLC.
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Poll (answer in polling box)
What’s your title?
- Associate Product Manager
- Product Manager
- Senior Product Manager
- Product Line Manager
- Director of Product Management
- Vice President of Product Management
- Engineer
- CXO
8

Researched and Produced By…
© 2013-2014 280 Group LLC.
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Why We Commissioned Study
Worked with thousands of Product Managers
No comprehensive study or data
Further profession
Help others be successful
© 2013-2014 280 Group LLC.
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About the Study
>25 research studies and reports
Millions of dollars of research
Hundreds of hours
© 2013-2014 280 Group LLC.
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We are pleased to share this
informative study with you!
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Areas Covered
About Brian & the 280 Group
Rise of Product Management
Five sins that cause miserable failure
Five critical strategies for massive success
Creating your own custom plan
Questions & Answers
Giveaway!
© 2013-2014 280 Group LLC.
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Brian Lawley: CEO & Founder
© 2013-2014 280 Group LLC.
13
Thought Leadership in Product
Management Award
www.aipmm.com

The 280 Group: Silicon Valley Innovation
© 2013-2014 280 Group LLC.
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Mission
© 2013-2014 280 Group LLC.
15
We transform organizations and
individuals to perform highly
effective Product Management
based on our innovative and easily
adopted Optimal Product Process™
framework.
www.aipmm.com

Optimal Product Process™
>200 years experience
Any development methodology
Flexible & customizable
Strategic/Tactical
All companies
Any industry
© 2013-2014 280 Group LLC.
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Optimal Product Process™ (OPP)
Business Case Document
Market Needs Document
Optimizing Product Management™
Product Description Document
Roadmap Document
Approval to fund
business planning
Approval to fund
development
Product ready
for field testing
Marketing Launch Plan Plan End of Life Plan
Product and
organization ready
On-going
marketing ready
New version or
retire completely
Beta Plan
Market Strategy Document
Conceive Plan Qualify
PM + Engineering (Agile, Hybrid,Waterfall)
Run Beta/Pilot
program
Write launch
plan
Release product,
gather feedback
Write marketing
plan
Discover
opportunities
Develop Launch Maximize
Validate product/
market fit
Create roadmap
and strategy
Solidify business
plans
Solidify
develop plans
Write beta plan Support sales
Retire
Communicate
EOL
Plan sunset
or replacement
Perform
post mortem
Deliver final
documents
Plan EOL and
next release
Develop preliminary
documents
Perform post
mortem
Test messaging
and positioning
Final
feature list
Run/monitor
marketing
Product
Management
Product
Marketing
Exit Criteria
Phases and
Activities
STRATEGY EXECUTION
The OPP framework is completely customizable and
flexible, making it easily adopted by any company
regardless of size, maturity, or development methodology.
Development – Agile, Hybrid,Waterfall
Documentation – None, Lightweight, Formal
Maturity – Startup, Small/Medium, Enterprise
Optimal Product Process Methodology © 280 Group, 2011-2014
Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®)
www.aipmm.com

Complete solutions
to make you a great
Product Manager
and advance your
career in every
phase
© 2013-2014 280 Group LLC. 17

One: The Rise of Product Management
© 2013-2014 280 Group LLC.
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Poll (type answer in chat box)
© 2013-2014 280 Group LLC.
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How and when did Product
Management come to be?
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Product Management is Now Mandatory
1931 1980’s and 1990’s
© 2013-2014 280 Group LLC.
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Today
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Fourth MOST Important in Corporate America
1. CEO
2. Senior Executives
3. General Manager
4. Product Manager
© 2013-2014 280 Group LLC.
Source: CBS News 2013 poll of corporate executives
© 2013-2014 280 Group LLC. www.aipmm.com 21

Critical For Time to Market
Companies that empower product
managers are 50% faster to market!
Source: 2009, Aegis Resources Inc.
22

Executives Highly Influenced
Source: 2012 Team Performance Survey, Actuation
58% of PM’s work directly with
CEO, CMO, CFO and VP Sales

CEO’s Demand PM Report Directly
30% of CEOs have Product Management
Organizations reporting directly to them
Source: 2012 Pragmatic Marketing Survey

PM Present in All Company Sizes
Source: Salary.com 2013 Product Management By Company Size
18%
24%
15%
15%
18%
5%
5%
<100
100-500
500-1k
1k-7.5k
7.5k-15k
15k-50k
50k+
25

PM Present Across In All Industries
Source: Salary.com 2013 Product Management by Industry
15%
7%
12% 13%
8%
MFG Durable
Retail & Wholesale
Software & Networking
MFG Nondurable
Healthcare
26

Your Competition is Very Experienced
12%
21%
32%
22%
13%
Zero to One
Two to Five
Five to Ten
Ten to Fifteen
Fifteen+
67% of PM’s have >5 Years Experience
Source: Salary.com 2013
© 2013-2014 280 Group LLC.
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27

Your Competition is Well-Educated
Source: Salary.com 2013
1%
3%
4%
1%
52% 39%
No diploma
High School
Associate's/Certificate
Bachelor's
Master's
Doctorate
>50% of PM’s have Master’s Degrees
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28

PM Pays Well – up to $210k
© 2013-2014 280 Group LLC.
Source: Salary.com 2013 www.aipmm.com 29

PM Ranked as Top Job
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Source: Money Magazine www.aipmm.com 30

PM Well-Positioned To Become Executives
© 2013-2014 280 Group LLC.
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Sales
Press/Analysts
PM
Customers
Support
Channel
Operations
Executives
Partners
Marketing
Engineering
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PM to CEO
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Steve Ballmer: Microsoft
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PM to CEO
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Marissa Mayer: Google/Yahoo
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PM to CEO
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Scott Cook: Intuit
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34

Apple and Product Management
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Apple: Steve2
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Mike Markkula: The ORIGINAL Apple PM
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Proctor & Gamble Requires PM
Source: Gale Group
The last seven CEOs have
been former product managers

Huge Opportunity –Massive Job Openings
LinkedIn Job Openings:
• 4k Product Managers
• 5.5k Directors
• 1k Vice Presidents >10k!
© 2013-2014 280 Group LLC.
Source: LinkedIn 2013
www.aipmm.com 38

Can be a VERY Rewarding Job
66% of Product Managers motivated by “Delivering
Great Products” and “Driving a Vision”
Source: 280 Group Poll – 30k members 2013

PM Rising: What You Have Learned
• Product Management is rising
• More important than ever
• Great career path
• Huge opportunity
© 2013-2014 280 Group LLC.
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What stops people from rising in
Product Management quickly?
© 2013-2014 280 Group LLC.
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Two: 5 Deadly Sins That Will Kill Your Career
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Sin #1: No One Understands What You Do
Varies dramatically in each company
Overlap/confusion with other roles
Result: PM’s perceived value lower
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75% of Companies Don’t Understand PM
Source: 280 Group 2013 survey www.aipmm.com © 2013-2014 280 Group LLC. 44

© 2013-2014 280 Group LLC.
Source: Pragmatic Marketing 2012 survey
Over 100 Different Titles for PM
Surveys show over 100 different
job titles used for jobs with Product
Management responsibilities
www.aipmm.com 45

Almost Half Of Companies Poorly-Defined PM
Source: Team Performance Survey, Actuation
48%!
Well-defined Not well-defined or no PM

The Result?
You don’t get rewarded for all
of your excellent hard work!
© 2013-2014 280 Group LLC.
47 X www.aipmm.com

Sin #2: PM’s Not As Effective As They Could Be
Learning occurs on the job
Average PM overloaded
Lack of tools & infrastructure
No coaching/mentoring
© 2013-2014 280 Group LLC.
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Poll (answer in chat box)
What percent of Product Managers
© 2013-2014 280 Group LLC.
have received training?
www.aipmm.com 49

Almost None
<2%!
© 2013-2014 280 Group LLC.
Source: Published Training Numbers www.aipmm.com 50

Most PMs Have To Learn On The Job
Few companies with in-house training programs
Varied backgrounds and no training = varied results
If lucky you have a coach or Mentor
© 2013-2014 280 Group LLC.
www.aipmm.com 51

Average PM Overloaded
>50% asked to do more with less
# products managed up to 3.3
78% work weekends (6 hours avg.)
© 2013-2014 280 Group LLC.
Sources; 2010 Bakbone Product Management Survey, Quantum whisper 2009 PM survey www.aipmm.com 52

Lack Of PM Tools & Infrastructure
Poor or no process (30% don’t know)
Companies have not optimized PM department
No standardized document templates
Lack of access to data
No knowledge base
© 2013-2014 280 Group LLC.
Source: Quantum Whisper 2009 PM survey
www.aipmm.com 53

© 2013-2014 280 Group LLC.
Source: Marketing Sherpa
Few PM Mentors & Coaches
Few, if lucky, will be mentored
73% have no coach
Even lower for Product Managers
www.aipmm.com 54

Sin #3: Tactical, Not strategic
Most Product Managers underwater
Too overwhelmed/busy to be a strategic leader
What suffers:
- Effectiveness
- Career advancement
- Job satisfaction
© 2013-2014 280 Group LLC.
www.aipmm.com 55

Few Leaders Both Strategic And Tactical
Source: Chet Holmes
<3%!
56

Sin #4 - No Formal Career Plan
© 2013-2014 280 Group LLC.
57
Career path not defined
Companies don’t take responsibility
PM’s must create this themselves
Those who do thrive
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You Are on Your Own For Career Success
“Employers are increasingly unwilling to promise and
Source: Individual Growth Strategies, 1995
formally manage career opportunities.
HR policies are shifting accountability for career
management from employer to employee.”

Sin #5: PM Not As Enjoyable As It Could Be
Making a real difference
Being effective
Getting credit
Vicious cycle affects performance
Bad attitude and become jaded
© 2013-2014 280 Group LLC.
Source: 2013 Gallup State of the workplace study
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Case Study: A Jaded PM
© 2013-2014 280 Group LLC.
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Five Sins: What You Have Learned
Job not well understood
Not as effective as you could be
Tactical not strategic
No formal career plan
Not as enjoyable
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What can YOU do to rise
QUICKLY?
62

Three: Five Strategies for Massive Success
© 2013-2014 280 Group LLC.
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Case Study: Rapid Rise from PM to VP
Individual product manager
MBA from prestigious school
Created specific, aggressive plan
Applied the five strategies
Within 4 years VP of Marketing
© 2013-2014 280 Group LLC.
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Strategy 1: Evangelize your role
Getting clarity on your role and non role
Buy in from your boss (and team)
Communicate over and over
© 2013-2014 280 Group LLC.
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“Research findings indicate that role
clarity influences job satisfaction and
organizational commitment”
Source: Avinandan Mukherjee, School of Business, Montclair State University
© 6666 2013-2014 280 Group LLC. www.aipmm.com

“Individuals who reported higher role clarity
also reported higher role effectiveness and
performed better than those with lower clarity”
Source: Steven Bray, University of Lethbridge
© 6677 2013-2014 280 Group LLC. www.aipmm.com

Strategy 2: Become MUCHMore Effective
Templates
Productivity strategies
Prioritization techniques
Learn to say “No”
Find some help
© 2013-2014 280 Group LLC.
www.aipmm.com 68

Case Study: Writing an MRD
PM at Symantec
Writing Market Requirements Document (MRD)
Spent several hours tracking down old ones
Looked for standard template
Had to create from scratch
© 2013-2014 280 Group LLC.
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Result: Hours of wasted time, document that isn’t effective
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Strategy 3: Create A Winning Career Plan
How many people here have a
© 2013-2014 280 Group LLC.
written career plan?
70
Poll: Choose from options
• Yes
• No
• Sort Of
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Plans and Goals are Critical to Succeed
Famous study
3% of graduates earn 10X as much as other 97%
Those 3% had clear, written goals
© 2013-2014 280 Group LLC.
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Elements of an Effective Career Plan
Goals
Skills development
Five most important allies
Coaches & Mentors
Differentiation
© 2013-2014 280 Group LLC.
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Strategy 4: Get Training
Annual commitment
Foundational course to start – full lifecycle
Soft skills
Agile if appropriate
Advanced courses
- Leadership
- Certifications
© 2013-2014 280 Group LLC.
www.aipmm.com 73

Training Delivers Measurable Results
17% more productive
20% higher performance levels relative to peers
ROI is 353%
© 2013-2014 280 Group LLC.
Source: Accenture Training ROI study
www.aipmm.com 74

Training Isn’t a One-Time Event
© 2013-2014 280 Group LLC.
75
Lee Bill Marissa
www.aipmm.com

Case in Point One: Lee
Moves into Product Management
Learns on the job
Becomes somewhat proficient
Individual contributor for many years
8-10 years might become a manager
© 2013-2014 280 Group LLC.
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Case in Point Two: Bill
Takes a foundation PM course
Immediately proficient
Continues to learn on the job
Promoted to Manager after 6 years
© 2013-2014 280 Group LLC.
www.aipmm.com 77

Case in Point Three: Marissa
Takes foundation course
Continues to learn on the job
Takes advanced courses
Earns certifications
Finds a coach/mentor
Manager at 4 years
VP at 7 years
© 2013-2014 280 Group LLC.
www.aipmm.com 78

Who Do You Want To Be?
© 2013-2014 280 Group LLC.
79
Lee Bill Marissa
www.aipmm.com

Strategy 5: Get a Coach
Avoid career-ending mistakes
Get advice on how to excel
Accelerate your career
© 2013-2014 280 Group LLC.
www.aipmm.com 80

Coaching Market Growing Massively
market is growing at about 18% per year”
Source: MarketData Report
“The $2.4 billion business coaching
81

87% HR Managers: Coaching Value High
Very High
Somewhat high
Low
Source: Marketing Sherpa Coaching Study
87%
11%
2%
© 2013-2014 280 Group LLC.
www.aipmm.com
82

Coaching Has Huge Benefits
67% Increase in Teamwork
71% Increase in Relationships with Supervisors
61% Increase in Job Satisfaction
52% Reduction in Conflict
© 2013-2014 280 Group LLC.
Source: Innergized Solutions
www.aipmm.com 83

Coaching with Training: 88% Gain
Source: Summers, 2004
400%
More Effective!

Five Strategies: What you have learned
Evangelize
Effectiveness
Career Plan
Training
Coach
© 2013-2014 280 Group LLC.
www.aipmm.com 86

How to Craft Your Custom Plan
Create your career plan
Find a coach or mentor
Commit to ongoing training
Arm yourself with productivity & learning tools
© 2013-2014 280 Group LLC.
www.aipmm.com 89

Criteria for an Excellent Coach
Extensive experience
Help clarify & evangelize your role
Assistance building career plan
Harvard study – you want to be 3%
Achieved what you want
© 2013-2014 280 Group LLC.
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Coaching Has a HUGE ROI
Median coaching ROI is 700%!
Source: 2009 International Coach Federation Client Study
93

Class Size Makes all the Difference
Small class sizes were associated with
significantly higher performance
Source: Journal of Educational Psychology

Trainers Must Be Actively Doing PM
Not professors
Not people who only do training
At least 10 years experience
© 2013-2014 280 Group LLC.
www.aipmm.com 96

“How To” Skills & Tools
“How” not just what
Lots of hands-on exercises
Templates & skills you can immediately apply
© 2013-2014 280 Group LLC.
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Complete Product LifeCycle
Flexible framework for your situation
Must learn both PM and PMM to be effective
Foundation courses should teach everything
Learn to manage any product at any stage
© 2013-2014 280 Group LLC.
www.aipmm.com 98

Productivity Templates for Entire Lifecycle
Source: HSC 2011
Templates save time to
completion of more effective
documents by 40%
99

It’s Our Hope You Have Learned…
The rise of Product Management
The five sins that cause miserable failure
Five critical strategies for massive success
Creating your custom plan
© 2013-2014 280 Group LLC.
10
www.aipmm.com 0

© 2013-2014 280 Group LLC.
10
3
Complete solutions
to make you a great
Product Manager
and advance your
career in every
phase

What’s The Value To You?
Coaching
Assessment and career plan
PM Office Templates
Books
Training discount
© 2013-2014 280 Group LLC.
www.aipmm.com 105

Poll (answer in chat box)
© 2013-2014 280 Group LLC.
106
How much do you think this would add to your
earnings in the next 5 years?
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Product Management Success Program
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107
SAVE $300: ONLY $1,695
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EXPIRES 9/5/2014
MIDNIGHT PST
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TOTAL SAVINGS: $1,469
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TOTAL SAVINGS: $1,864

Special Bonus!
© 2013-2014 280 Group LLC.
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First 10 people that sign up get an
additional 20 minute consultation
(phone or in-person) with Brian
Lawley to strategize on how to
rapidly accelerate your career!
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Order Now!!
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1. Go to http://bit.ly/PMSuccess
2. Choose Bronze, Silver or Gold
3. Use the coupon code to save!
• Save $300 on Bronze - 2PM3SU0AIP
• Save $600 on Silver - 2PM6SU0AIP
• Save $900 on Gold - 2PM9SU0AIP
First 10 get private consultation with Brian
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Drawing!
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0
Download your FREE copy!
http://bit.ly/PPMEBOOK
Use coupon code: PPMEB100K
One person wins the entire 280
Group Press series!
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© 2013-2014 280 Group LLC.
Q & A
Presenter:
Brian Lawley
CEO & Founder
@hmdelcastillo
@brianlawley
www.280group.com
+1.408.834-7518 x1
SPECIAL OFFER
1. Go to http://bit.ly/PMSuccess
2. Choose Bronze, Silver or Gold
3. Use the coupon code to save!
• Save $300 on Bronze - 2PM3SU0AIP
• Save $600 on Silver - 2PM6SU0AIP
• Save $900 on Gold - 2PM9SU0AIP
First 10 get private consultation with Brian
EXPIRES 9/5/2014 MIDNIGHT PST
NO EXCEPTIONS!!!
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© 2013-2014 280 Group LLC.
Join AIPMM!
For a limited time, get a
one-year AIPMM
membership when you
purchase a copy of the
Guide to the Product
Management and
Marketing Body of
Knowledge
(ProdBOK®). Learn more
here: http://bit.ly/1iUknEx.
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© 2013-2014 280 Group LLC.
Upcoming Conference
Product Management Festival 2014
Zurich, Switzerland
September 17-18
AIPMM is offering a 25% discount on admission price.
Use promotional code to register: Discount-
AIPMM.
To learn more, visit:
http://bit.ly/1r2SNPd.
www.aipmm.com

© 2013-2014 280 Group LLC.
Upcoming Courses
Certified Product Manager®
Oct 27-28, 2014 Austin, TX
Nov 17-18, 2014 London, England
Dec 8-9, 2014 – DC Metro Area
Certified Product Marketing
Manager®
Oct 29-30, 2014 Austin, TX
Nov 19-20, 2014 London, Englang
Dec 10-11, 2014 – DC Metro Area
Click on the dates above for more information.
If you have a team of 10 or more that you want to
certify, contact certification@aipmm.com. www.aipmm.com

© 2013-2014 280 Group LLC.
Please Join Us Again!
AIPMM Webinar Series:
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Call For Speakers:
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Topic Suggestions: support@aipmm.com
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LinkedIn:
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Membership: http://www.aipmm.com/join.php
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