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• Product Manager role is different from Director, VP• Not everyone product manager wants to be (or
should be) a Director• Can you demonstrate interest/skills/scope
ahead of Director role?
Product Roles
Mythical Product Organization
DirPM DirPM PricingAnalyst
SrPM
PM/PO
SrPM
CompetitiveAnalyst
SrPM
PM
PM/PMM
ProductOwner
Channel/PartnerPM
VPProducts
• Champions individual products• Knows more about product, market, roadmap, competition, use cases,
personas, trade-offs than anyone else• Talks benefits with customers; talks tech and benefits with engineers;
talks strategy with execs• Relentless communicator of the truth
• Ships great (individual) products• Timeline: Next 2-4 quarters
Product Manager (Individual Contributor)
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
ProductManagement
What Does A Product Manager Do?
W W W . M I R O N O V . C O M
• Focus on processes, resources and teams• Cross-functional cooperation and priorities• Role/tools standardization and simplification • PLM-level trends and market input• Mentor your replacement
• Keep the trains running• Scope
• Next 6 quarters• Broad product strategy and budget
Director of Product Management
• Focus on aligning strategy, organization and products• Is the company succeeding? Is Product succeeding?• Company-wide issues and disconnects• Market success (= revenue!)
• Build cross-functional organizations that do the right things
• Scope• 3 year trends• Unbiased member of executive team
VP Products / CPO
• Be appreciative• Never go behind your current manager’s back• Never talk trash about your current manager• Avoid accidental ultimatums• Understand situation and incentives
The Conversation…
• Organizational levels have different roles
• Decide what you want
• Demonstrate skills one level up
TAKE-AWAYS
10W W W . M I R O N O V . C O M
CONTACTRich Mironov, CEOMironov Consulting233 Franklin St, Suite #308San Francisco, CA 94102
RichMironov
@RichMironov