What do Directors and VPS of Product Management Do?
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The document outlines the roles and responsibilities of product managers, directors, and VPs in product management, emphasizing the differences at each level and the competencies necessary for advancement. It discusses the importance of strategic thinking, communication, and cross-functional cooperation within product management. The document also highlights career progression in the field and the necessity for product managers to demonstrate skills beyond their current positions.
What do Directors and VPS of Product Management Do?
- 1. CLICK TO EDIT MASTE R TITLE What do Directors and VPS of Product Management Do? Rich Mironov
- 2. • Veteran product manager/exec/strategist • Business models, pricing, agile • Organizing product organizations • 6 startups, including as CEO/founder • “The Art of Product Management” • Organized first Product Camp ABOUT RICH
- 3. CLICK TO EDIT MASTE R TITLE market information, priorities, requirements, roadmaps, epics, user stories, backlogs, personas, MRDs… product bits strategy, forecasts, commitments, roadmaps, competitive intelligence budgets, staff, targets Field input, Market feedback Segmentation, messages, benefits/features, pricing, qualification, demos… Markets & CustomersDevelopment Marketing & Sales Executives Product Management WHAT DOES A PRODUCT MANAGER DO? W W W . M I R O N O V . C O M
- 4. • PM role is different from Director PM and VP PM • The promotion funnel is narrow • Not an entitlement • Not (just) by being the best at your current job • Do you want that next job? • Can you demonstrate skills/scope beyond your current role? ROLES AND PROMOTIONS
- 5. MYTHICAL PM ORGANIZATION Dir PM Dir PM Pricing Analyst Sr PM PM/PO Sr PM Competitive Analyst Sr PM PM PM/PMM Product Owner Channel/Part ner PM VP Products
- 6. • Knows more about product, market, roadmap, competition, use cases, personas, trade-offs than anyone else • Talks benefits with customers; talks tech with engineers; talks strategy with execs • Relentless communicator of the truth • Timeline: Next 2-4 quarters • Gets great (individual) products out the door PM AS INDIVIDUAL CONTRIBUTOR
- 7. • Focus on processes, resources and teams • Cross-functional cooperation and priorities • PLM-level trends and market input • Standardization and simplification • Mentor your replacement • Scope • Next 6 quarters • Broad product strategy and budget • Keeps the trains running DIRECTOR OF PRODUCT MANAGEMENT
- 8. CLICK TO EDIT MASTE R TITLE Name a few ways that a line Product Manager can show off her Director skills
- 9. CLICK TO EDIT MASTE R TITLE Director-level roles in other functions or organiztions?
- 10. • Focus on aligning strategy, organization and products • Is the company succeeding? Is PM succeeding? • Company-wide issues and disconnects • Market success (= revenue!) • Scope • 3 year trends • Thoughtful member of exec team • How do we build organizational support to do the right things? VP PRODUCTS
- 11. • Organizational levels have different roles • Decide what you want • Demonstrate skills one level up TAKE-AWAYS 11W W W . M I R O N O V . C O M
- 12. CLICK TO EDIT MASTE R TITLE CONTACT Rich Mironov, CEO Mironov Consulting 233 Franklin St, Suite #308 San Francisco, CA 94102 RichMironov @RichMironov Rich@Mironov.com
Editor's Notes
- #8: Strategy Making product line succeed within portfolio and channels Competing product suites, adjacent products People and Organization Encouraging cross-functional cooperation, helping peers identify talent Market Sensing How do we educate Sales and learn what’s working? 1-3 year technical and PL market trends Processes Advocacy for process improvements (waterfall agile) Delegate, avoid settling individual issues Agility Re-allocating PMs, focusing attention, shifting roadmaps