Main takeaways: - The rising importance of product management in the organizations - How the pandemic shaped the industry and practices: remote work, collaboration, etc. - Why is modularity becoming more important in product management?

1. The State of Modern Product Management
by airfocus CEO
www.productschool.com

2. CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
20 HOURS
40 HOURS
40 HOURS

3. Corporate
Training
Level up your team’s Product
Management skills

4. Free Product Management Resources
BOOKS
EVENTS
JOB PORTAL
COMMUNITIES
bit.ly/product_resources
COURSES

5. The State of Modern
Product Management
By Malte Scholz, CEO/CPO @airfocus

6. Malte Scholz – CEO & CPO @airfocus
malte@airfocus.com
A little about me
● Co-founder, CEO & CPO  airfocus
● Product enthusiast
● Father of 2

7. 01 What is modern PM?
02 Challenges of PM in delivering
real value
03 Challenges of communicating
a clear product strategy
04 The accelerated need for
‘structured product management’
and dedicated product tools
Agenda

8. What is modern product
management?

9. ● Focus on outcomes over output
● Invest in discovery and experimentation
● Waterfall → Agile
● Product first: Apply PLG strategies
Modern product
management

10. Challenges of product
management in delivering
real value

11. 33%
How to define a strong and
well-communicated product strategy
32%
Communicating roadmap decisions & aligning
product roadmap with company goals
30%
Understanding exactly what
customers want
“Product First: A New Era Of Product Management” – airfocus
6 biggest (not new) PM challenges
29%
Becoming more efficient at delivering
more features more rapidly
26%
Communication and alignment
with different stakeholders
26%
Prioritizing the right initiatives and
opportunities

12. Challenges of communicating a
clear product strategy

13. It all starts with a product vision...

14. Vision
Product
roadmap
Product
backlog
Product
strategy
The product strategy process

15. Vision
Product
backlog
Why PMs struggle with product strategy
Missing
understanding
of user needs
Unclear and
ineffective
roadmaps
Misalignment of vision,
key goals, and
initiatives
Gut-driven
product
decisions
Usage data
Viral loop opportunity
Customer feedback
Would love a calendar integration app
Everyone
What is the strategy here?
CEO
I feel it. Let’s do this!
Sales requirement
I need this now!
Delivery
disconnected from
the big picture
Developer
Why are we building this?

16. The accelerated need for
‘structured product
management’ and
dedicated product tools

17. “What is a product manager?” – Martin Eriksson

18. How (too) many product teams still work

19. 43%
of PMs state
that a dedicated
PM tool is the
answer to most
of their
challenges

20. Roadmap Prioritization
Feedback
Discovery Backlog Releases

21. 50%
of PMs state that
product
management tools
have poor usability
and do not fit their
unique team needs

22. ● Adapts to your unique workflows and
grows with you
● Easy to use
● Inclusive (stakeholders and other product
teams)
What is important
in a product tool?

23. Malte Scholz – CEO & CPO @airfocus
malte@airfocus.com
Thanks!
A lot of the data presented today is from
our latest study. If you want the full report,
scan the QR code to get started.

24. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training