Mais conteúdo relacionado Semelhante a Five critical strategies to succeed in your product management career (20) Mais de AIPMM Administration (20) Five critical strategies to succeed in your product management career3. Get Social With Us…
© 2013-2014 280 Group LLC.
3
Hashtags:
#280group
#AIPMM
#prodmgmt
#ProdBok
280 LinkedIn Product
Management Group:
32k members
www.linkedin.com/groups/280-Group-Product-Management-Product-2193
Twitter:
@the280group
@AIPMM
@brianlawley
www.facebook.com/the280group
www.aipmm.com
4. Stay Tuned for the Entire Webinar
© 2013-2014 280 Group LLC.
4
Everyone receives a
copy of the book!
One person wins the entire 280
Group Press series!
Must be present to win!
www.aipmm.com
5. © 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
www.aipmm.com
6. SPECIAL REPORT:
The Five Critical Strategies to Succeed
inYour Product Management Career
© 2013-2014 280 Group LLC. www.aipmm.com
6
7. 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.
www.aipmm.com 7
8. 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
© 2013-2014 280 Group LLC. www.aipmm.com
8
10. 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.
www.aipmm.com 10
11. About the Study
>25 research studies and reports
Millions of dollars of research
Hundreds of hours
© 2013-2014 280 Group LLC.
11
We are pleased to share this
informative study with you!
www.aipmm.com
12. 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.
www.aipmm.com 12
13. Brian Lawley: CEO & Founder
© 2013-2014 280 Group LLC.
13
Thought Leadership in Product
Management Award
www.aipmm.com
14. The 280 Group: Silicon Valley Innovation
© 2013-2014 280 Group LLC.
www.aipmm.com 14
15. 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
16. Optimal Product Process™
>200 years experience
Any development methodology
Flexible & customizable
Strategic/Tactical
All companies
Any industry
© 2013-2014 280 Group LLC.
16
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
17. Complete solutions
to make you a great
Product Manager
and advance your
career in every
phase
© 2013-2014 280 Group LLC. 17
18. One: The Rise of Product Management
© 2013-2014 280 Group LLC.
www.aipmm.com 18
19. Poll (type answer in chat box)
© 2013-2014 280 Group LLC.
19
How and when did Product
Management come to be?
www.aipmm.com
20. Product Management is Now Mandatory
1931 1980’s and 1990’s
© 2013-2014 280 Group LLC.
20
Today
www.aipmm.com
21. 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
22. Critical For Time to Market
Companies that empower product
managers are 50% faster to market!
Source: 2009, Aegis Resources Inc.
© 2013-2014 280 Group LLC. www.aipmm.com
22
23. Executives Highly Influenced
Source: 2012 Team Performance Survey, Actuation
58% of PM’s work directly with
CEO, CMO, CFO and VP Sales
© 2013-2014 280 Group LLC. www.aipmm.com 23
24. CEO’s Demand PM Report Directly
30% of CEOs have Product Management
Organizations reporting directly to them
Source: 2012 Pragmatic Marketing Survey
© 2013-2014 280 Group LLC. www.aipmm.com 24
25. 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+
© 2013-2014 280 Group LLC. www.aipmm.com
25
26. 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
© 2013-2014 280 Group LLC. www.aipmm.com
26
27. 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.
www.aipmm.com
27
28. 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
© 2013-2014 280 Group LLC.
www.aipmm.com
28
29. PM Pays Well – up to $210k
© 2013-2014 280 Group LLC.
Source: Salary.com 2013 www.aipmm.com 29
30. PM Ranked as Top Job
© 2013-2014 280 Group LLC.
Source: Money Magazine www.aipmm.com 30
31. PM Well-Positioned To Become Executives
© 2013-2014 280 Group LLC.
31
Sales
Press/Analysts
PM
Customers
Support
Channel
Operations
Executives
Partners
Marketing
Engineering
www.aipmm.com
32. PM to CEO
© 2013-2014 280 Group LLC.
32
Steve Ballmer: Microsoft
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33. PM to CEO
© 2013-2014 280 Group LLC.
33
Marissa Mayer: Google/Yahoo
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34. PM to CEO
© 2013-2014 280 Group LLC.
Scott Cook: Intuit
www.aipmm.com
34 35. Apple and Product Management
© 2013-2014 280 Group LLC.
35
Apple: Steve2
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37. Proctor & Gamble Requires PM
Source: Gale Group
The last seven CEOs have
been former product managers
© 2013-2014 280 Group LLC. www.aipmm.com 37
38. 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
39. 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
© 2013-2014 280 Group LLC. www.aipmm.com 39
40. PM Rising: What You Have Learned
• Product Management is rising
• More important than ever
• Great career path
• Huge opportunity
© 2013-2014 280 Group LLC.
www.aipmm.com 40
41. What stops people from rising in
Product Management quickly?
© 2013-2014 280 Group LLC.
www.aipmm.com 41
42. Two: 5 Deadly Sins That Will Kill Your Career
© 2013-2014 280 Group LLC.
www.aipmm.com 42
43. Sin #1: No One Understands What You Do
Varies dramatically in each company
Overlap/confusion with other roles
Result: PM’s perceived value lower
© 2013-2014 280 Group LLC.
www.aipmm.com 43
44. 75% of Companies Don’t Understand PM
Source: 280 Group 2013 survey www.aipmm.com © 2013-2014 280 Group LLC. 44
45. © 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
46. Almost Half Of Companies Poorly-Defined PM
Source: Team Performance Survey, Actuation
48%!
Well-defined Not well-defined or no PM
© 2013-2014 280 Group LLC. www.aipmm.com 46
47. The Result?
You don’t get rewarded for all
of your excellent hard work!
© 2013-2014 280 Group LLC.
47 X www.aipmm.com
48. 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.
www.aipmm.com 48
49. Poll (answer in chat box)
What percent of Product Managers
© 2013-2014 280 Group LLC.
have received training?
www.aipmm.com 49
50. Almost None
<2%!
© 2013-2014 280 Group LLC.
Source: Published Training Numbers www.aipmm.com 50
51. 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
52. 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
53. 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
54. © 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
55. 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
56. Few Leaders Both Strategic And Tactical
Source: Chet Holmes
<3%!
© 2013-2014 280 Group LLC. www.aipmm.com
56
57. 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
www.aipmm.com
58. 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.”
© 2013-2014 280 Group LLC. www.aipmm.com 58
59. 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
www.aipmm.com 59
60. Case Study: A Jaded PM
© 2013-2014 280 Group LLC.
www.aipmm.com 60
61. 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
© 2013-2014 280 Group LLC.
www.aipmm.com 61
62. What can YOU do to rise
QUICKLY?
© 2013-2014 280 Group LLC. www.aipmm.com
62
64. 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.
www.aipmm.com 64
65. 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.
www.aipmm.com 65
66. “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
67. “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
68. 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
69. 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.
69
Result: Hours of wasted time, document that isn’t effective
www.aipmm.com
70. 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
www.aipmm.com
71. 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.
www.aipmm.com 71
72. Elements of an Effective Career Plan
Goals
Skills development
Five most important allies
Coaches & Mentors
Differentiation
© 2013-2014 280 Group LLC.
www.aipmm.com 72
73. 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
74. 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
75. Training Isn’t a One-Time Event
© 2013-2014 280 Group LLC.
75
Lee Bill Marissa
www.aipmm.com
76. 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.
www.aipmm.com 76
77. Case in Point Two: Bill
Moves into Product Management
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
78. Case in Point Three: Marissa
Moves into Product Management
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
79. Who Do You Want To Be?
© 2013-2014 280 Group LLC.
79
Lee Bill Marissa
www.aipmm.com
80. 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
81. Coaching Market Growing Massively
market is growing at about 18% per year”
Source: MarketData Report
“The $2.4 billion business coaching
© 2013-2014 280 Group LLC. www.aipmm.com
81
82. 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
83. 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
84. Training Delivers 18% Productivity Gain
© 2013-2014 280 Group LLC.
What if you combine training
with coaching?
84
85. Coaching with Training: 88% Gain
Source: Summers, 2004
400%
More Effective!
© 2013-2014 280 Group LLC. www.aipmm.com 85
86. Five Strategies: What you have learned
Evangelize
Effectiveness
Career Plan
Training
Coach
© 2013-2014 280 Group LLC.
www.aipmm.com 86
89. 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
90. Who Needs A Coach?
© 2013-2014 280 Group LLC.
90
Everyone!
www.aipmm.com
91. 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.
www.aipmm.com 91
93. Coaching Has a HUGE ROI
Median coaching ROI is 700%!
Source: 2009 International Coach Federation Client Study
© 2013-2014 280 Group LLC. www.aipmm.com
93
94. How to Choose Training
© 2013-2014 280 Group LLC.
www.aipmm.com 94
95. Class Size Makes all the Difference
Small class sizes were associated with
significantly higher performance
Source: Journal of Educational Psychology
© 2013-2014 280 Group LLC. www.aipmm.com 95
96. 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
97. “How To” Skills & Tools
“How” not just what
Lots of hands-on exercises
Templates & skills you can immediately apply
© 2013-2014 280 Group LLC.
www.aipmm.com 97
98. 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
99. Productivity Templates for Entire Lifecycle
Source: HSC 2011
Templates save time to
completion of more effective
documents by 40%
© 2013-2014 280 Group LLC. www.aipmm.com
99
100. 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
101. Wrapping Up
© 2013-2014 280 Group LLC.
10
1
Free Copy for all Attendees!
www.aipmm.com
102. But First…
© 2013-2014 280 Group LLC.
10
www.aipmm.com 2
103. © 2013-2014 280 Group LLC.
10
3
Complete solutions
to make you a great
Product Manager
and advance your
career in every
phase
105. 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
106. 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?
www.aipmm.com
107. Product Management Success Program
© 2013-2014 280 Group LLC.
107
SAVE $300: ONLY $1,695
SPECIAL OFFER: TOTAL SAVINGS: $969
EXPIRES 9/5/2014
MIDNIGHT PST
NO EXCEPTIONS!!!
SAVE $600: ONLY $2,895
TOTAL SAVINGS: $1,469
SAVE $900: ONLY $5,595
TOTAL SAVINGS: $1,864
108. Special Bonus!
© 2013-2014 280 Group LLC.
108
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!
www.aipmm.com
109. Order Now!!
© 2013-2014 280 Group LLC.
109
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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110. Drawing!
© 2013-2014 280 Group LLC.
11
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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111. © 2013-2014 280 Group LLC.
Q & A
Presenter:
Brian Lawley
CEO & Founder
@hmdelcastillo
@brianlawley
contact@280group.com
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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112. © 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.
www.aipmm.com
113. © 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
114. © 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
115. © 2013-2014 280 Group LLC.
Please Join Us Again!
AIPMM Webinar Series:
http://aipmm.com/aipmm_webinars
Global Product Management Talk
http://www.blogtalkradio.com/prodmgmttalk
Call For Speakers:
http://www.boldpm.com/call_for_speakers
Topic Suggestions: support@aipmm.com
Announcements: http://www.aipmm.com/subscribe
LinkedIn:
http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/
www.aipmm.com
116. © 2013-2014 280 Group LLC.
Questions?
(408) 834-7518
contact@280group.com
www.280group.com
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