1. Product Management Careers 2013-2014 280 Group LLC.www.280group.com 1Special Report: Five Critical Strategies for RapidSuccess in Your Product Management Career

2. Why We Commissioned the Product Management Careers StudyWorked with thousands of Product ManagersNo comprehensive study or dataFurther professionHelp others be successful 2013-2014 280 Group LLC.www.280group.com 2 3. About the Product Management Careers Study>25 research studies and reportsMillions of dollars of researchHundreds of hours 2013-2014 280 Group LLC.3We are pleased to share thisinformative study with you!www.280group.com 4. Get Social With Us 2013-2014 280 Group LLC.4Hashtags:#280group#prodmgmt280 LinkedIn ProductManagement Group:32k memberswww.linkedin.com/groups/280-Group-Product-Management-Product-2193Twitter:@the280group@brianlawleywww.facebook.com/the280groupwww.280group.com 5. Product Management Careers: Areas CoveredAbout Brian & the 280 GroupRise of Product ManagementFive sins that cause miserable failureFive critical strategies for massive successCreating your own custom plan 2013-2014 280 Group LLC.www.280group.com 5 6. Brian Lawley: CEO & Founder 2013-2014 280 Group LLC.6Thought Leadership in ProductManagement Awardwww.280group.com 7. The 280 Group: Silicon Valley Innovation 2013-2014 280 Group LLC.www.280group.com 7 8. Mission 2013-2014 280 Group LLC.8We transform organizations andindividuals to perform highlyeffective Product Managementbased on our innovative and easilyadopted Optimal Product Processframework.www.280group.com 9. Optimal Product Process>200 years experienceAny development methodologyFlexible & customizableStrategic/TacticalAll companiesAny industry 2013-2014 280 Group LLC.9Optimal Product Process (OPP)Business Case DocumentMarket Needs DocumentOptimizing Product ManagementProduct Description DocumentRoadmap DocumentApproval to fundbusiness planningApproval to funddevelopmentProduct readyfor field testingMarketing Launch Plan Plan End of Life PlanProduct andorganization readyOn-goingmarketing readyNew version orretire completelyBeta PlanMarket Strategy DocumentConceive Plan QualifyPM + Engineering (Agile, Hybrid,Waterfall)Run Beta/PilotprogramWrite launchplanRelease product,gather feedbackWrite marketingplanDiscoveropportunitiesDevelop Launch MaximizeValidate product/market fitCreate roadmapand strategySolidify businessplansSolidifydevelop plansWrite beta plan Support salesRetireCommunicateEOLPlan sunsetor replacementPerformpost mortemDeliver finaldocumentsPlan EOL andnext releaseDevelop preliminarydocumentsPerform postmortemTest messagingand positioningFinalfeature listRun/monitormarketingProductManagementProductMarketingExit CriteriaPhases andActivitiesSTRATEGY EXECUTIONThe OPP framework is completely customizable andflexible, making it easily adopted by any companyregardless of size, maturity, or development methodology.Development Agile, Hybrid,WaterfallDocumentation None, Lightweight, FormalMaturity Startup, Small/Medium, EnterpriseOptimal Product Process Methodology 280 Group, 2011-2014Source: Conceive to Retire from AIPMM Product Management Body of Knowledge (ProdBOK) 10. Product Management Careers: Solutions 2013-2014 280 Group LLC.10Complete solutionsto make you a greatProduct Managerand advance yourcareer in everyphase 11. One: The Rise of Product Management 2013-2014 280 Group LLC.www.280group.com 11 12. Product Management is Now Mandatory1931 1980s and 1990s 2013-2014 280 Group LLC.12Todaywww.280group.com 13. Fourth MOST Important in Corporate America1. CEO2. Senior Executives3. General Manager4. Product Manager 2013-2014 280 Group LLC.Source: CBS News 2013 poll of corporate executives 2013-2014 280 Group LLC. www.280group.com 13 14. Critical For Time to MarketCompanies that empower productmanagers are 50% faster to market!Source: 2009, Aegis Resources Inc. 2013-2014 280 Group LLC. www.280group.com14 15. Executives Highly InfluencedSource: 2012 Team Performance Survey, Actuation58% of PMs work directly withCEO, CMO, CFO and VP Sales 2013-2014 280 Group LLC. www.280group.com 15 16. CEOs Demand PM Report Directly30% of CEOs have Product ManagementOrganizations reporting directly to themSource: 2012 Pragmatic Marketing Survey 2013-2014 280 Group LLC. www.280group.com 16 17. Product Management Careers: Present in All Company SizesSource: Salary.com 2013 Product Management By Company Size18%24%15%15%18%5%5%5 Years ExperienceSource: Salary.com 2013 2013-2014 280 Group LLC.www.280group.com19 20. Product Management Careers: Competition is Well-EducatedSource: Salary.com 20131%3%4%1%52% 39%No diplomaHigh SchoolAssociate's/CertificateBachelor'sMaster'sDoctorate>50% of PMs have Masters Degrees 2013-2014 280 Group LLC.www.280group.com20 21. Product Management Careers: PaysWell up to $210k 2013-2014 280 Group LLC.Source: Salary.com 2013 www.280group.com 21 22. Product Management Careers: Top 10 Jobs 2013-2014 280 Group LLC.Source: Money Magazine www.280group.com 22 23. PM Well-Positioned To Become Executives 2013-2014 280 Group LLC.23SalesPress/AnalystsPMCustomersSupportChannelOperationsExecutivesPartnersMarketingEngineeringwww.280group.com 24. Product Management Careers to CEO 2013-2014 280 Group LLC.24Steve Ballmer: Microsoftwww.280group.com 25. Product Management Careers to CEO 2013-2014 280 Group LLC.25Marissa Mayer: Google/Yahoowww.280group.com 26. Product Management Careers to CEO 2013-2014 280 Group LLC.Scott Cook: Intuitwww.280group.com26 27. Apple and Product Management 2013-2014 280 Group LLC.27Apple: Steve2www.280group.com 28. Mike Markkula: The ORIGINAL Apple PM 2013-2014 280 Group LLC.www.280group.com 28 29. Proctor & Gamble Requires PMSource: Gale GroupThe last seven CEOs havebeen former product managers 2013-2014 280 Group LLC. www.280group.com 29 30. Huge Opportunity Massive Job OpeningsLinkedIn Job Openings: 4k Product Managers 5.5k Directors 1k Vice Presidents >10k! 2013-2014 280 Group LLC.Source: LinkedIn 2013www.280group.com 30 31. Can be a VERY Rewarding Job66% of Product Managers motivated by DeliveringGreat Products and Driving a VisionSource: 280 Group Poll 30k members 2013 2013-2014 280 Group LLC. www.280group.com 31 32. PM Rising: What You Have Learned Product Management Careers is rising More important than ever Great career path Huge opportunity 2013-2014 280 Group LLC.www.280group.com 32 33. What stops people from rising inProduct Management quickly? 2013-2014 280 Group LLC.www.280group.com 33 34. Two: 5 Deadly Sins That Will Kill Your Career 2013-2014 280 Group LLC.www.280group.com 34 35. Sin #1: No One Understands What You DoVaries dramatically in each companyOverlap/confusion with other rolesResult: PMs perceived value lower 2013-2014 280 Group LLC.www.280group.com 35 36. 75% of Companies Dont Understand PMSource: 280 Group 2013 survey www.280group.com 2013-2014 280 Group LLC. 36 37. 2013-2014 280 Group LLC.Source: Pragmatic Marketing 2012 surveyOver 100 Different Titles for PMSurveys show over 100 differentjob titles used for jobs with ProductManagement responsibilitieswww.280group.com 37 38. Almost Half Of Companies Poorly-Defined PMSource: Team Performance Survey, Actuation48%!Well-defined Not well-defined or no PM 2013-2014 280 Group LLC. www.280group.com 38 39. The Result?You dont get rewarded for allof your excellent hard work! 2013-2014 280 Group LLC.39 X www.280group.com 40. Sin #2: PMs Not As Effective As They Could BeLearning occurs on the jobAverage PM overloadedLack of tools & infrastructureNo coaching/mentoring 2013-2014 280 Group LLC.www.280group.com 40 41. Most PMs Have To Learn On The JobFew companies with in-house training programsVaried backgrounds and no training = varied resultsIf lucky you have a coach or Mentor 2013-2014 280 Group LLC.www.280group.com 41 42. Average PM Overloaded>50% asked to do more with less# products managed up to 3.378% work weekends (6 hours avg.) 2013-2014 280 Group LLC.Sources; 2010 Bakbone Product Management Survey, Quantum whisper 2009 PM survey www.280group.com 42 43. Lack Of PM Tools & InfrastructurePoor or no process (30% dont know)Companies have not optimized PM departmentNo standardized document templatesLack of access to dataNo knowledge base 2013-2014 280 Group LLC.Source: Quantum Whisper 2009 PM surveywww.280group.com 43 44. 2013-2014 280 Group LLC.Source: Marketing SherpaFew PM Mentors & CoachesFew, if lucky, will be mentored73% have no coachEven lower for Product Managerswww.280group.com 44 45. Sin #3: Tactical, Not strategicMost Product Managers underwaterToo overwhelmed/busy to be a strategic leaderWhat suffers:- Effectiveness- Career advancement- Job satisfaction 2013-2014 280 Group LLC.www.280group.com 45 46. Few Leaders Both Strategic And TacticalSource: Chet Holmes