Have you ever wondered why some Product Managers are highly successful, on the fast track and advance rapidly, while others are stuck at their current level? The answer is simple – those who succeed have a plan based on proven strategies that they employ. You can be one of these highly-successful Product Managers, but you’ll need to understand how to get there. And you’ll want to start immediately. To help you accelerate your success the 280 Group has spent several hundred hours conducting an in-depth research project about how to succeed in Product Management. Using data from over 30 studies and millions of dollars of research, the results of this project show precisely what YOU need to do to rise in your Product Management career. About Matt Lawley Matt Lawley is the Marketing Manager for the 280 Group, the world’s leading Product Management consulting and training firm. He is responsible for creating and executing marketing programs for the 280 Group’s existing and new products/training courses. He is active in the product management community promoting new content, blog posts, surveys and webinars on the topics of product management and product marketing as well as moderating a 33,000 person LinkedIn group devoted to these topics.

1. © 2013-2014 280 Group LLC.
SPECIAL REPORT:
The Five Critical Strategies to Succeed
inYour Product Management Career
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What you want out of this presentation
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
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Researched and Produced By…
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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
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About the Study
>25 research studies and reports
Millions of dollars of research
Hundreds of hours
We are pleased to share this informative study with you!
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Areas Covered
Rise of Product Management
Five sins that cause failure
Five critical strategies for success
Creating your own custom plan
Questions & Answers
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One: The Rise of Product Management
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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 Today
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Source: CBS News2013poll of corporate executives
Fourth MOST Important in Corporate America
1. CEO
2. Senior Executives
3. General Manager
4. Product Manager
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Critical For Time to Market
Source: 2009,Aegis ResourcesInc.
Companies that empower product
managers are 50% faster to market!
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Executives Highly Influenced
Source: 2012TeamPerformance Survey, Actuation
58% of PM’s work directly with
CEO, CMO, CFO andVP Sales
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CEO’s Demand PM Report Directly
Source: 2012Pragmatic MarketingSurvey
30% of CEOs have Product Management
Organizations reporting directly to them
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PM Present in All Company Sizes
Source: Salary.com 2013
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18%
24%
15%
18%
5%
15%
5%
Product Management By Company Size
<100
100-500
500-1k
1k-7.5k
7.5k-15k
15k-50k
50k+
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PM Present Across In All Industries
Source: Salary.com 2013
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15%
13%12%
8%
7%
Product Management by Industry
MFG Durable
Retail & Wholesale
Software & Networking
MFG Nondurable
Healthcare
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Your Competition is Very Experienced
Source:Salary.com2013
67% of PM’s have >5Years Experience
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12%
21%
32%
22%
13%
Zero to One
Two to Five
Five to Ten
Ten to Fifteen
Fifteen+
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Your Competition is Well-Educated
Source:Salary.com2013
>50% of PM’s have Master’s Degrees
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1%
3%
4%
39%52%
1%
No diploma
High School
Associate's/Certificate
Bachelor's
Master's
Doctorate
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PM Pays Well – up to $210k
Source: Salary.com 2013
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PM Ranked as Top Job
Source: MoneyMagazine
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PM Well-Positioned To Become Executives
PM
Sales
Customers
Support
Channel
Operations
Executives
Partners
Engineering
Marketing
Press/Analysts
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PM to CEO
Steve Ballmer: Microsoft
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PM to CEO
Marissa Mayer: Google/Yahoo
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PM to CEO
Scott Cook: Intuit 23

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Apple and Product Management
Apple: Steve2
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Mike Markkula: The ORIGINAL Apple PM
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Proctor & Gamble Requires PM
Source: GaleGroup
The last seven CEOs have
been former product managers
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Source: LinkedIn2013
Huge Opportunity – Massive Job Openings
LinkedIn Job Openings:
• 4k Product Managers
• 5.5k Directors
• 1k Vice Presidents
>10k!
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Can be a VERY Rewarding Job
Source: 280Group Poll – 30kmembers2013
66% of Product Managers motivated by “Delivering
Great Products” and “Driving aVision”
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PM Rising: What You Have Learned
• Product Management is rising
• More important than ever
• Great career path
• Huge opportunity
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What stops people from rising in
Product Management quickly?
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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: 280Group 2013survey
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Source: Pragmatic Marketing2012survey
Over 100 Different Titles for PM
Surveys show over 100 different
job titles used for jobs with Product
Management responsibilities
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Almost Half Of Companies Poorly-Defined PM
Source: TeamPerformance Survey, Actuation
Well-defined Not well-defined or no PM
48%!
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The Result?
You don’t get rewarded for all
of your excellent hard work!
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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
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What percent of Product Managers
have received training?
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Almost None
<2%!
Source: PublishedTraining Numbers
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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
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Average PM Overloaded
>50% asked to do more with less
# products managed up to 3.3
78% work weekends (6 hours avg.)
Sources; 2010BakboneProduct ManagementSurvey, Quantumwhisper 2009PM survey 41

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Source: QuantumWhisper 2009PM survey
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
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Source: MarketingSherpa
Few PM Mentors & Coaches
Few, if lucky, will be mentored
73% have no coach
Even lower for Product Managers
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Sin #3: Tactical, Not strategic
Most Product Managers underwater
Too overwhelmed/busy to be a strategic leader
What suffers:
- Effectiveness
- Career advancement
- Job satisfaction
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Few Leaders Both Strategic And Tactical
Source:ChetHolmes
<3%!
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Sin #4 - No Formal Career Plan
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
Source: Individual Growth Strategies, 1995
“Employers are increasingly unwilling to promise and
formally manage career opportunities.
HR policies are shifting accountability for career
management from employer to employee.”
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Source: 2013Gallup State of theworkplace study
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
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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 canYOU do to rise
QUICKLY?
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Three: Five Strategies for Massive Success
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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
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Source: Avinandan Mukherjee,School of Business, Montclair State University
“Research findings indicate that role
clarity influences job satisfaction and
organizational commitment”
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Source: StevenBray, University of Lethbridge
“Individuals who reported higher role clarity
also reported higher role effectiveness and
performed better than those with lower clarity”
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Strategy 2: Become MUCH More Effective
Templates
Productivity strategies
Prioritization techniques
Learn to say “No”
Find some help
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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
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
written career plan?
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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
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Elements of an Effective Career Plan
Goals
Skills development
Five most important allies
Coaches & Mentors
Differentiation
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Strategy 4: Get Training
Annual commitment
Foundational course to start – full lifecycle
People skills
Agile if appropriate
Advanced courses
- Leadership
- Certifications
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Source: AccentureTraining ROIstudy
Training Delivers Measurable Results
18% more productive
20% higher performance levels relative to peers
ROI is 353%
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Training Isn’t a One-Time Event
Lee Bill Marissa
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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
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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
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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
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Who Do You Want To Be?
Lee Bill Marissa
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Strategy 5: Get a Coach
Avoid career-ending mistakes
Get advice on how to excel
Accelerate your career
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Coaching Market Growing Massively
Source: MarketDataReport
“The $2.4 billion business coaching
market is growing at about 18% per year”
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87% HR Managers: Coaching Value High
Source: MarketingSherpaCoaching Study
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87%
11%
2%
Very High
Somewhat high
Low
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Source: InnergizedSolutions
Coaching Has Huge Benefits
67% Increase in Teamwork
71% Increase in Relationships with Supervisors
61% Increase in Job Satisfaction
52% Reduction in Conflict
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Training Delivers 18% Productivity Gain
What if you combine training
with coaching?
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Coaching with Training: 88% Gain
Source: Summers, 2004
400%
More Effective!
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Five Strategies: What you have learned
Evangelize
Effectiveness
Career Plan
Training
Coach
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Four: Creating Your Own Custom Plan
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How to Craft Your Custom Plan
Create your career plan
Find a coach or mentor
Commit to annual training
Arm yourself with productivity & learning tools
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Who Needs A Coach?
Everyone!
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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
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Skills Assessments Must be Included
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Coaching Has a HUGE ROI
Source: 2009InternationalCoach Federation Client Study
Median coaching ROI is 700%!
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How to Choose Training
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Class Size Makes all the Difference
Source: Journal of Educational Psychology
Small class sizes were associated with
significantly higher performance
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Trainers Must Be Actively Doing PM
Not professors
Not people who only do training
At least 10 years experience
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“How To” Skills & Tools
“How” not just what
Lots of hands-on exercises
Templates & skills you can immediately apply
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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
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Productivity Templates for Entire Lifecycle
Source: HSC2011
Templates save time to
completion of more effective
documents by 40%
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It’s Our Hope You Have Learned…
The rise of Product Management
The five sins that cause failure
Five critical strategies for success
Creating your custom plan
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Researched and Produced By…
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Mission
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our innovative
and flexible Optimal Product
Process™ framework
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The 280 Group: Silicon Valley Innovation
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Who Trusts Our Work?
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Top 10 Consulting Firms
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The 280 Group Unique Career Solution
Comprehensive
Career-Long
Solution
Foundational
Training
Advanced
Training
Certifications
Templates &
PM Office
Coaching
Book Series
Skills
Assessment
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Optimal Product Process™
>200 years experience
Flexible & Innovative
Strategic/Tactical
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280 Group Highly-Effective Training
Working instructors with 15-30 years experience
Foundation course: Optimal Product Management
Small classes
“How To” skills applied immediately
Corresponding templates
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PM Office Professional™
More effective documents faster
Over 200 best practices templates
Covers entire product lifecycle
Taught in courses – use immediately
Covers everything in PM!
(Business case, MRD, roadmaps, launch plan, marketing plan, end of life, beta programs and more)
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Coaching to Make You Successful
Seasoned, experienced coaches
Assessment and career plan
Every ten business days
Focus where you need help most
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Free Downloads and Survey
The Optimal Product Process eBook
- go.280group.com/pcamp-opp
The Phenomenal Product Manager eBook
- go.280group.com/pcamp-ppm
Challenges In Product Management Survey
- go.280group.com/pcamp-survey
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