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AIPMM Webinar Series 
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© 2013-2014 280 Group LLC. www.aipmm.com
Get Social With Us… 
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3 
Hashtags: 
#280group 
#AIPMM 
#prodmgmt 
#ProdBok 
280 LinkedIn Produc...
Stay Tuned for the Entire Webinar 
© 2013-2014 280 Group LLC. 
4 
Everyone receives a 
copy of the book! 
One person wins ...
© 2013-2014 280 Group LLC. 
Today’s Speaker 
Presenter: 
Brian Lawley 
CEO & Founder 
@hmdelcastillo 
@brianlawley 
contac...
SPECIAL REPORT: 
The Five Critical Strategies to Succeed 
inYour Product Management Career 
© 2013-2014 280 Group LLC. www...
What you want out of this webinar 
Not included today (will be in the future) 
- Best practices in Product Management 
- I...
Poll (answer in polling box) 
What’s your title? 
- Associate Product Manager 
- Product Manager 
- Senior Product Manager...
Researched and Produced By… 
© 2013-2014 280 Group LLC. 
www.aipmm.com 9
Why We Commissioned Study 
Worked with thousands of Product Managers 
No comprehensive study or data 
Further profession 
...
About the Study 
>25 research studies and reports 
Millions of dollars of research 
Hundreds of hours 
© 2013-2014 280 Gro...
Areas Covered 
About Brian & the 280 Group 
Rise of Product Management 
Five sins that cause miserable failure 
Five criti...
Brian Lawley: CEO & Founder 
© 2013-2014 280 Group LLC. 
13 
Thought Leadership in Product 
Management Award 
www.aipmm.co...
The 280 Group: Silicon Valley Innovation 
© 2013-2014 280 Group LLC. 
www.aipmm.com 14
Mission 
© 2013-2014 280 Group LLC. 
15 
We transform organizations and 
individuals to perform highly 
effective Product ...
Optimal Product Process™ 
>200 years experience 
Any development methodology 
Flexible & customizable 
Strategic/Tactical ...
Complete solutions 
to make you a great 
Product Manager 
and advance your 
career in every 
phase 
© 2013-2014 280 Group ...
One: The Rise of Product Management 
© 2013-2014 280 Group LLC. 
www.aipmm.com 18
Poll (type answer in chat box) 
© 2013-2014 280 Group LLC. 
19 
How and when did Product 
Management come to be? 
www.aipm...
Product Management is Now Mandatory 
1931 1980’s and 1990’s 
© 2013-2014 280 Group LLC. 
20 
Today 
www.aipmm.com
Fourth MOST Important in Corporate America 
1. CEO 
2. Senior Executives 
3. General Manager 
4. Product Manager 
© 2013-2...
Critical For Time to Market 
Companies that empower product 
managers are 50% faster to market! 
Source: 2009, Aegis Resou...
Executives Highly Influenced 
Source: 2012 Team Performance Survey, Actuation 
58% of PM’s work directly with 
CEO, CMO, C...
CEO’s Demand PM Report Directly 
30% of CEOs have Product Management 
Organizations reporting directly to them 
Source: 20...
PM Present in All Company Sizes 
Source: Salary.com 2013 Product Management By Company Size 
18% 
24% 
15% 
15% 
18% 
5% 
...
PM Present Across In All Industries 
Source: Salary.com 2013 Product Management by Industry 
15% 
7% 
12% 13% 
8% 
MFG Dur...
Your Competition is Very Experienced 
12% 
21% 
32% 
22% 
13% 
Zero to One 
Two to Five 
Five to Ten 
Ten to Fifteen 
Fift...
Your Competition is Well-Educated 
Source: Salary.com 2013 
1% 
3% 
4% 
1% 
52% 39% 
No diploma 
High School 
Associate's/...
PM Pays Well – up to $210k 
© 2013-2014 280 Group LLC. 
Source: Salary.com 2013 www.aipmm.com 29
PM Ranked as Top Job 
© 2013-2014 280 Group LLC. 
Source: Money Magazine www.aipmm.com 30
PM Well-Positioned To Become Executives 
© 2013-2014 280 Group LLC. 
31 
Sales 
Press/Analysts 
PM 
Customers 
Support 
Ch...
PM to CEO 
© 2013-2014 280 Group LLC. 
32 
Steve Ballmer: Microsoft 
www.aipmm.com
PM to CEO 
© 2013-2014 280 Group LLC. 
33 
Marissa Mayer: Google/Yahoo 
www.aipmm.com
PM to CEO 
© 2013-2014 280 Group LLC. 
Scott Cook: Intuit 
www.aipmm.com 
34
Apple and Product Management 
© 2013-2014 280 Group LLC. 
35 
Apple: Steve2 
www.aipmm.com
Mike Markkula: The ORIGINAL Apple PM 
© 2013-2014 280 Group LLC. 
www.aipmm.com 36
Proctor & Gamble Requires PM 
Source: Gale Group 
The last seven CEOs have 
been former product managers 
© 2013-2014 280 ...
Huge Opportunity –Massive Job Openings 
LinkedIn Job Openings: 
• 4k Product Managers 
• 5.5k Directors 
• 1k Vice Preside...
Can be a VERY Rewarding Job 
66% of Product Managers motivated by “Delivering 
Great Products” and “Driving a Vision” 
Sou...
PM Rising: What You Have Learned 
• Product Management is rising 
• More important than ever 
• Great career path 
• Huge ...
What stops people from rising in 
Product Management quickly? 
© 2013-2014 280 Group LLC. 
www.aipmm.com 41
Two: 5 Deadly Sins That Will Kill Your Career 
© 2013-2014 280 Group LLC. 
www.aipmm.com 42
Sin #1: No One Understands What You Do 
Varies dramatically in each company 
Overlap/confusion with other roles 
Result: P...
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 1...
Almost Half Of Companies Poorly-Defined PM 
Source: Team Performance Survey, Actuation 
48%! 
Well-defined Not well-define...
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 & infrast...
Poll (answer in chat box) 
What percent of Product Managers 
© 2013-2014 280 Group LLC. 
have received training? 
www.aipm...
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 = var...
Average PM Overloaded 
>50% asked to do more with less 
# products managed up to 3.3 
78% work weekends (6 hours avg.) 
© ...
Lack Of PM Tools & Infrastructure 
Poor or no process (30% don’t know) 
Companies have not optimized PM department 
No sta...
© 2013-2014 280 Group LLC. 
Source: Marketing Sherpa 
Few PM Mentors & Coaches 
Few, if lucky, will be mentored 
73% have ...
Sin #3: Tactical, Not strategic 
Most Product Managers underwater 
Too overwhelmed/busy to be a strategic leader 
What suf...
Few Leaders Both Strategic And Tactical 
Source: Chet Holmes 
<3%! 
© 2013-2014 280 Group LLC. www.aipmm.com 
56
Sin #4 - No Formal Career Plan 
© 2013-2014 280 Group LLC. 
57 
Career path not defined 
Companies don’t take responsibili...
You Are on Your Own For Career Success 
“Employers are increasingly unwilling to promise and 
Source: Individual Growth St...
Sin #5: PM Not As Enjoyable As It Could Be 
Making a real difference 
Being effective 
Getting credit 
Vicious cycle affec...
Case Study: A Jaded PM 
© 2013-2014 280 Group LLC. 
www.aipmm.com 60
Five Sins: What You Have Learned 
Job not well understood 
Not as effective as you could be 
Tactical not strategic 
No fo...
What can YOU do to rise 
QUICKLY? 
© 2013-2014 280 Group LLC. www.aipmm.com 
62
Three: Five Strategies for Massive Success 
© 2013-2014 280 Group LLC. 
www.aipmm.com 63
Case Study: Rapid Rise from PM to VP 
Individual product manager 
MBA from prestigious school 
Created specific, aggressiv...
Strategy 1: Evangelize your role 
Getting clarity on your role and non role 
Buy in from your boss (and team) 
Communicate...
“Research findings indicate that role 
clarity influences job satisfaction and 
organizational commitment” 
Source: Avinan...
“Individuals who reported higher role clarity 
also reported higher role effectiveness and 
performed better than those wi...
Strategy 2: Become MUCHMore Effective 
Templates 
Productivity strategies 
Prioritization techniques 
Learn to say “No” 
F...
Case Study: Writing an MRD 
PM at Symantec 
Writing Market Requirements Document (MRD) 
Spent several hours tracking down ...
Strategy 3: Create A Winning Career Plan 
How many people here have a 
© 2013-2014 280 Group LLC. 
written career plan? 
7...
Plans and Goals are Critical to Succeed 
Famous study 
3% of graduates earn 10X as much as other 97% 
Those 3% had clear, ...
Elements of an Effective Career Plan 
Goals 
Skills development 
Five most important allies 
Coaches & Mentors 
Differenti...
Strategy 4: Get Training 
Annual commitment 
Foundational course to start – full lifecycle 
Soft skills 
Agile if appropri...
Training Delivers Measurable Results 
17% more productive 
20% higher performance levels relative to peers 
ROI is 353% 
©...
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 contribu...
Case in Point Two: Bill 
Moves into Product Management 
Takes a foundation PM course 
Immediately proficient 
Continues to...
Case in Point Three: Marissa 
Moves into Product Management 
Takes foundation course 
Continues to learn on the job 
Takes...
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...
Coaching Market Growing Massively 
market is growing at about 18% per year” 
Source: MarketData Report 
“The $2.4 billion ...
87% HR Managers: Coaching Value High 
Very High 
Somewhat high 
Low 
Source: Marketing Sherpa Coaching Study 
87% 
11% 
2%...
Coaching Has Huge Benefits 
67% Increase in Teamwork 
71% Increase in Relationships with Supervisors 
61% Increase in Job ...
Training Delivers 18% Productivity Gain 
© 2013-2014 280 Group LLC. 
What if you combine training 
with coaching? 
84
Coaching with Training: 88% Gain 
Source: Summers, 2004 
400% 
More Effective! 
© 2013-2014 280 Group LLC. www.aipmm.com 8...
Five Strategies: What you have learned 
Evangelize 
Effectiveness 
Career Plan 
Training 
Coach 
© 2013-2014 280 Group LLC...
© 2013-2014 280 Group LLC. www.aipmm.com
Four: Creating Your Own Custom Plan 
© 2013-2014 280 Group LLC. 
www.aipmm.com 88
How to Craft Your Custom Plan 
Create your career plan 
Find a coach or mentor 
Commit to ongoing training 
Arm yourself w...
Who Needs A Coach? 
© 2013-2014 280 Group LLC. 
90 
Everyone! 
www.aipmm.com
Criteria for an Excellent Coach 
Extensive experience 
Help clarify & evangelize your role 
Assistance building career pla...
Skills Assessments Must be Included 
© 2013-2014 280 Group LLC. 
www.aipmm.com 92
Coaching Has a HUGE ROI 
Median coaching ROI is 700%! 
Source: 2009 International Coach Federation Client Study 
© 2013-20...
How to Choose Training 
© 2013-2014 280 Group LLC. 
www.aipmm.com 94
Class Size Makes all the Difference 
Small class sizes were associated with 
significantly higher performance 
Source: Jou...
Trainers Must Be Actively Doing PM 
Not professors 
Not people who only do training 
At least 10 years experience 
© 2013-...
“How To” Skills & Tools 
“How” not just what 
Lots of hands-on exercises 
Templates & skills you can immediately apply 
© ...
Complete Product LifeCycle 
Flexible framework for your situation 
Must learn both PM and PMM to be effective 
Foundation ...
Productivity Templates for Entire Lifecycle 
Source: HSC 2011 
Templates save time to 
completion of more effective 
docum...
It’s Our Hope You Have Learned… 
The rise of Product Management 
The five sins that cause miserable failure 
Five critical...
Wrapping Up 
© 2013-2014 280 Group LLC. 
10 
1 
Free Copy for all Attendees! 
www.aipmm.com
But First… 
© 2013-2014 280 Group LLC. 
10 
www.aipmm.com 2
© 2013-2014 280 Group LLC. 
10 
3 
Complete solutions 
to make you a great 
Product Manager 
and advance your 
career in e...
Product Management Success Program 
© 2013-2014 280 Group LLC. 
www.aipmm.com 104
What’s The Value To You? 
Coaching 
Assessment and career plan 
PM Office Templates 
Books 
Training discount 
© 2013-2014...
Poll (answer in chat box) 
© 2013-2014 280 Group LLC. 
106 
How much do you think this would add to your 
earnings in the ...
Product Management Success Program 
© 2013-2014 280 Group LLC. 
107 
SAVE $300: ONLY $1,695 
SPECIAL OFFER: TOTAL SAVINGS:...
Special Bonus! 
© 2013-2014 280 Group LLC. 
108 
First 10 people that sign up get an 
additional 20 minute consultation 
(...
Order Now!! 
© 2013-2014 280 Group LLC. 
109 
1. Go to http://bit.ly/PMSuccess 
2. Choose Bronze, Silver or Gold 
3. Use t...
Drawing! 
© 2013-2014 280 Group LLC. 
11 
0 
Download your FREE copy! 
http://bit.ly/PPMEBOOK 
Use coupon code: PPMEB100K ...
© 2013-2014 280 Group LLC. 
Q & A 
Presenter: 
Brian Lawley 
CEO & Founder 
@hmdelcastillo 
@brianlawley 
contact@280group...
© 2013-2014 280 Group LLC. 
Join AIPMM! 
For a limited time, get a 
one-year AIPMM 
membership when you 
purchase a copy o...
© 2013-2014 280 Group LLC. 
Upcoming Conference 
Product Management Festival 2014 
Zurich, Switzerland 
September 17-18 
A...
© 2013-2014 280 Group LLC. 
Upcoming Courses 
Certified Product Manager® 
Oct 27-28, 2014 Austin, TX 
Nov 17-18, 2014 Lond...
© 2013-2014 280 Group LLC. 
Please Join Us Again! 
AIPMM Webinar Series: 
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Global Product ...
© 2013-2014 280 Group LLC. 
Questions? 
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Five critical strategies to succeed in your product management career

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.

These slides from the webinar will present the findings of the research, will show you exactly what you need to do to move forward and will result in you walking away with a concrete and specific plan of action.

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Five critical strategies to succeed in your product management career

  1. 1. © 2013-2014 280 Group LLC. AIPMM Webinar Series www.aipmm.com
  2. 2. © 2013-2014 280 Group LLC. www.aipmm.com
  3. 3. 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. 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. 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. 6. SPECIAL REPORT: The Five Critical Strategies to Succeed inYour Product Management Career © 2013-2014 280 Group LLC. www.aipmm.com 6
  7. 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. 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
  9. 9. Researched and Produced By… © 2013-2014 280 Group LLC. www.aipmm.com 9
  10. 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. 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. 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. 13. Brian Lawley: CEO & Founder © 2013-2014 280 Group LLC. 13 Thought Leadership in Product Management Award www.aipmm.com
  14. 14. The 280 Group: Silicon Valley Innovation © 2013-2014 280 Group LLC. www.aipmm.com 14
  15. 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. 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. 17. Complete solutions to make you a great Product Manager and advance your career in every phase © 2013-2014 280 Group LLC. 17
  18. 18. One: The Rise of Product Management © 2013-2014 280 Group LLC. www.aipmm.com 18
  19. 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. 20. Product Management is Now Mandatory 1931 1980’s and 1990’s © 2013-2014 280 Group LLC. 20 Today www.aipmm.com
  21. 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. 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. 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. 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. 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. 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. 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. 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. 29. PM Pays Well – up to $210k © 2013-2014 280 Group LLC. Source: Salary.com 2013 www.aipmm.com 29
  30. 30. PM Ranked as Top Job © 2013-2014 280 Group LLC. Source: Money Magazine www.aipmm.com 30
  31. 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. 32. PM to CEO © 2013-2014 280 Group LLC. 32 Steve Ballmer: Microsoft www.aipmm.com
  33. 33. PM to CEO © 2013-2014 280 Group LLC. 33 Marissa Mayer: Google/Yahoo www.aipmm.com
  34. 34. PM to CEO © 2013-2014 280 Group LLC. Scott Cook: Intuit www.aipmm.com 34
  35. 35. Apple and Product Management © 2013-2014 280 Group LLC. 35 Apple: Steve2 www.aipmm.com
  36. 36. Mike Markkula: The ORIGINAL Apple PM © 2013-2014 280 Group LLC. www.aipmm.com 36
  37. 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. 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. 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. 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. 41. What stops people from rising in Product Management quickly? © 2013-2014 280 Group LLC. www.aipmm.com 41
  42. 42. Two: 5 Deadly Sins That Will Kill Your Career © 2013-2014 280 Group LLC. www.aipmm.com 42
  43. 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. 44. 75% of Companies Don’t Understand PM Source: 280 Group 2013 survey www.aipmm.com © 2013-2014 280 Group LLC. 44
  45. 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. 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. 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. 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. 49. Poll (answer in chat box) What percent of Product Managers © 2013-2014 280 Group LLC. have received training? www.aipmm.com 49
  50. 50. Almost None <2%! © 2013-2014 280 Group LLC. Source: Published Training Numbers www.aipmm.com 50
  51. 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. 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. 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. 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. 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. 56. Few Leaders Both Strategic And Tactical Source: Chet Holmes <3%! © 2013-2014 280 Group LLC. www.aipmm.com 56
  57. 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. 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. 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. 60. Case Study: A Jaded PM © 2013-2014 280 Group LLC. www.aipmm.com 60
  61. 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. 62. What can YOU do to rise QUICKLY? © 2013-2014 280 Group LLC. www.aipmm.com 62
  63. 63. Three: Five Strategies for Massive Success © 2013-2014 280 Group LLC. www.aipmm.com 63
  64. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 75. Training Isn’t a One-Time Event © 2013-2014 280 Group LLC. 75 Lee Bill Marissa www.aipmm.com
  76. 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. 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. 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. 79. Who Do You Want To Be? © 2013-2014 280 Group LLC. 79 Lee Bill Marissa www.aipmm.com
  80. 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. 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. 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. 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. 84. Training Delivers 18% Productivity Gain © 2013-2014 280 Group LLC. What if you combine training with coaching? 84
  85. 85. Coaching with Training: 88% Gain Source: Summers, 2004 400% More Effective! © 2013-2014 280 Group LLC. www.aipmm.com 85
  86. 86. Five Strategies: What you have learned Evangelize Effectiveness Career Plan Training Coach © 2013-2014 280 Group LLC. www.aipmm.com 86
  87. 87. © 2013-2014 280 Group LLC. www.aipmm.com
  88. 88. Four: Creating Your Own Custom Plan © 2013-2014 280 Group LLC. www.aipmm.com 88
  89. 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. 90. Who Needs A Coach? © 2013-2014 280 Group LLC. 90 Everyone! www.aipmm.com
  91. 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
  92. 92. Skills Assessments Must be Included © 2013-2014 280 Group LLC. www.aipmm.com 92
  93. 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. 94. How to Choose Training © 2013-2014 280 Group LLC. www.aipmm.com 94
  95. 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. 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. 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. 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. 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. 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. 101. Wrapping Up © 2013-2014 280 Group LLC. 10 1 Free Copy for all Attendees! www.aipmm.com
  102. 102. But First… © 2013-2014 280 Group LLC. 10 www.aipmm.com 2
  103. 103. © 2013-2014 280 Group LLC. 10 3 Complete solutions to make you a great Product Manager and advance your career in every phase
  104. 104. Product Management Success Program © 2013-2014 280 Group LLC. www.aipmm.com 104
  105. 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. 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. 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. 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. 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!!! www.aipmm.com
  110. 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! www.aipmm.com
  111. 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!!! www.aipmm.com
  112. 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. 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. 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. 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. 116. © 2013-2014 280 Group LLC. Questions? (408) 834-7518 contact@280group.com www.280group.com www.aipmm.com 116

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