Main takeaways: - Learn what it takes to take an AI/ML product to market, and how to successfully land the value proposition of an emerging technology - Learn how to build the right use-case scenarios for your product through customer empathy - Learn what it's like in a "day in the life of" a Product Marketing Manager at Microsoft

1. www.productschool.com
What It Is Like to Be a Product
Marketer

2. Join 40,000+
Product Managers on
Free Resources
Discover great job
opportunities
Job Portal
prdct.school/PSJobPortalprdct.school/events-slack

3. CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
20 HOURS40 HOURS40 HOURS

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

5. Bryan D’Souza
T O N I G H T ’ S S P E A K E R

6. Life in Product
Bryan Dsouza
Sr. Product Marketing Manager // Azure Data & AI – Microsoft

7. Today’s Discussion
❑ Product Marketing/Management
❑ Product Roles in Big Tech
❑ “Day in the Life” | Taking Data and AI to Market
❑ Get the job!
❑ Resources
❑ Q&A

8. Undergrad in
Science and
Economics
MBA in Strategy &
Product
Consulting in
Product
Management
Product Manager –
Strategy & Ops
Product Marketing
Manager in Office
Sr. Product Marketing Manager
in Azure Data & AI
A Brief History of Time

9. Product is not a one-person/team/organization show …
Product
Product Development / Engineering Marketing
Market Research LegalFinance
Branding Communications
OperationsAdvertising
Design User Research
… … …
…

10. …
Product Managers <> Product Marketing Managers
Product
Product Development / Engineering Marketing
Market Research LegalFinance
Branding Communications
OperationsAdvertising
Design User Research
… … …
Product Development / Engineering Marketing
Product
PRODUCT
MARKETING
MANAGER
PRODUCT
MANAGER
PRODUC
T
CUSTOMER
S

11. Product Managers are/are not Product Marketing Managers …
Product Development / Engineering Marketing
• Also known as ‘Product Manager’
• Responsible for product market fit
• Defines product differentiation
• Responsible for positioning strategy
• Outlines market research plans
• Drives product sales strategy
• Responsible for product messaging
• Defines GTM strategy and metrics
• Develops sales/partner readiness
• Also known as ‘Program Manager’ or ‘Technical Product Manager’
• Responsible for Product roadmap & feature set
• Responsible for communicating vision to Engineering teams
• Defines feature requirements and writes functional specs
• Outlines timelines and delivery schedules for agile framework
• Responsible for product metrics and customer experience
• Drives the planning cycle for the product
• Responsible for product development lifecycle
• Outlines usability research plans and metrics
PRODUCT

12. Skills = License to Play
Product Manager Product Marketing Manager
Go-To-Market
Technology-Savvy
Product Development
Agile Methodology
UX Design
Positioning & Messaging
Competitor Analysis
Social & AdvertisingPrioritization
Planning & Roadmap
Product Strategy & BI
Use Case Scenario Development
Customer/Market ResearchUsability Research
Launch PlanningRelease Management
…

13. Product Roles in Big Tech are confusingly simple …
PRODUCT
MARKETIN
G
MANAGER
PROGRA
M
MANAGER
TECH
PRODUCT
MANAGER
PRODUCT
MANAGER
(NT)
PRODUCT
MANAGER
(T)
PRODUCT
MANAGE
R
… sort of
MICROSOFT GOOGLE AMAZON FACEBOO
K

14. Day in the Life | Taking Data and AI to Market
Vision &
Strategy
Paper
Product
Plannin
g
Product
Developmen
t
Private
Previe
w
Public
Previe
w
Generall
y
Availabl
e
Analyst &
Communit
y
Reviews
Business Model
& Pricing
Strategy
Analyst &
Communit
y
Reviews
Messaging &
Positioning
Strategy
GTM &
Disclosur
e
Strategy
MEASURE & ITERATE

15. Get the Job!
Learn Prepare Target Apply
• Research job
descriptions
• Read online/books
• Discover your gaps
• NETWORK!
• Align resume with JDs
• Add skills & opportunities
• Be unique
• NETWORK!
• Induce culture in text
• Be surgical and precise
• Include company
speak
• NETWORK!
• Apply, thank, and
wait
• Update your advisors
• Don’t stop learning
• NETWORK!

16. Resources
• Product School
• Good Product Manager Bad Product Manager
• AHA
• Forbes
• Mind the Product
• Product Plan
• Huff Post
• Product Manager HQ
• Cracking the PM Interview

17. Connect + Q&A
Bryan Dsouza
http://linkedin.com/in/bbbryannn

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