Original survey research presented by Kyle Warneck at Silicon Valley Product Camp 2013 highlighting the most common career paths for those looking to break into product management.
3. Who Am I?
https://www.vizify.com/kylewarneck
https://www.vizify.com/kylewarneck
4. The goals of the session
In the spirit of teach what you know . . .
Share the results of a survey
Share some good ideas from others
Provide a forum for others to ask good questions
5. The Problem: Need Experience
First, remember that hiring managers strongly prefer candidates
who are already product managers. Unfair? Sure. What you
want to hear? Probably not. But that’s the cold, hard
reality. Would you want to hire a newbie ?
“Getting Your First Product Management Job”
Rich Mironov, Mironov Consulting
http://www.mironov.com/1st-pmjob/
12. Out of Scope: Required Skills
The Product Manager Getting Started Guide
http://www.slideshare.net/mikegoos/product-manager-getting-started-guide
By Mike Goos, VP of Products, Alohar Mobile, Inc
13. Out of Scope: Who should be a product manager?
2012-2013 Annual Product Management and Marketing Survey
Pragmatic Marketing
http://www.pragmaticmarketing.com/resources/annual-survey.aspx
18. A Few Popular Paths
50% 46.7%
45%
40%
35%
30%
25.0%
25%
20%
15% 11.7%
10.0%
10% 6.7% 6.7%
5%
0%
Internal Transfer
External Hire
Company AcquiredGrad School Undergrad Company
From From Started
19. Path 1: Internal Transfer
50% 46.7%
45%
40%
35%
30%
25.0%
25%
20%
15% 11.7%
10.0%
10% 6.7% 6.7%
5%
0%
Internal Transfer
External Hire
Company AcquiredGrad School Undergrad Company
From From Started
20. Where Orgs Look for Talent
From What Color is YourParachute
Quoted in “How Employers Prefer to Find Job Candidates”
http://blog.whyhire.me/how-employers-prefer-to-find-job-candidates/
21. Internal Hires by Previous Role
UX/Design
4%
Marketing
17%
Engineering
48%
Other
31%
22. Job Titles of Internal Hires
Account Technologist Product Marketing Manager
Associate Panel Manager Project Manager
Director of Analytics Project Manager / Developer
Director of Engineering QA Engineer
Development Senior Business Analyst
Editorial manager Senior Customer Operations
Editorial Services Manager Manager
Firmware Design Engineer Software Architect
Incident manager Support Analyst
Manager of Customer Relations Technical Producer
Manager, Software Engineering Technical Product Marketing
Online Marketing Manager Manager
Product Analyst Technical Writer
Product Engineering manager Usability Engineer
23. Subject Matter Experts
“I was in Software project management before
getting into product management. Essentially what
happened was that I became a product subject
matter expert after wrapping up a project and there
was no one to take management over the product so
I did.”
24. Internal Hires are Learners!
15%
27% MBA's
Other Adv. Degree
Certification (no adv.
Degree)
35% No additional training
19%
25. Stepping Stone Jobs – Specialist First
“Anyone trying to get started as a product manager
in a software company should first understand the
difference between Technical Product Manager and
Product Marketing Manager roles . . . entry-level
ones are typically cast in one direction or the other.”
26. You Never Know . . .
“Journalism degree and 10 years of
newspaper experience were an excellent
foundation for becoming a product manager.”
27. Path 2: External Hire
50% 46.7%
45%
40%
35%
30%
25.0%
25%
20%
15% 11.7%
10.0%
10% 6.7% 6.7%
5%
0%
Internal Transfer
External Hire
Company AcquiredGrad School Undergrad Company
From From Started
28. Educational Background
40%
35% 34%
30%
27%
25%
20% Internal Hire
16%
15% External Hire
10% 7%
5%
0%
MBA Other Adv Degree
29. Functional Work Area are Similar
60%
50% 48%
40% 38%
31%
30%
30%
23%
20% 17% External Hire
Internal Hire
10% 8%
4%
0% 0%
0%
30. Job Titles of External Hires
Analyst IT Systems Analyst
Director, Product Ecommerce Manager
Marketing community manager
Principle Engineer CTO Co-founder
Business Analyst Business Operations
Sr. Associate Analyst
Head of Production Associate Consultant
Engineering Manager Program Manager
Programmer
31. Path 3: Go to School
50% 46.7%
45%
40%
35%
30%
25.0%
25%
20%
15% 11.7%
10.0%
10% 6.7% 6.7%
5%
0%
Internal Transfer
External Hire
Company AcquiredGrad School Undergrad Company
From From Started
32. Straight out of Grad School
90.00% 83.33%
80.00%
70.00%
60.00%
50.00%
40.00% 33.33%
30.00%
20.00%
10.00%
0.00%
MBA Other Adv Degree
33. What They Did Before
60%
50%
50%
40%
33%
30%
20% 17%
10%
0%
Engineering Finance HR
34. What They Say . . .
“I have product manager intern experiences in a Tech
firm”
“I got my MBA after I started in prod mgmt, but it was
totally worth it because it opened doors to companies
that wouldn't have looked twice at my resume (even
with Sr Prd Mgr on it).”
36. Certificate Programs?
Certification/Training Respondents
AIPMM Certified Product manager 3
Certified Scrum Product Owner 3
UC Berkeley Executive Education Product
2
Management program
Product Owner Agile development
Certificate in Marketing from Berkeley 1
extension
Pragmatic Marketing 1
New Product Development Professional
Value Innovation BlackBlot Product 1
Management
37. Path 4: Start Your Own Company
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Internal Transfer
External Hire
Company AcquiredGrad School Undergrad Company
From From Started
43. Please take my survey!
HTTPS://WWW.SURVEYMONKEY.COM/S/SVPCAMP
44. If you’d like to
contact me
Kyle Warneck
Product Manager, SurveyMonkey
KyleW@SurveyMonkey.com
@KyleWarneck
https://www.vizify.com/kylewarneck
Notes de l'éditeur
Poll of the roomCurrent/Former PM’sAspiring PM’sFunctional Work Area?EngineersMarketingFulltime StudentsSomething else?
Visualize.me
In the spirit of share what you knowI’m new at this, but I can tell you how I got hereWhat do once you become a pm . . Should probably ask some one elseHoping for lots of room for conversation
A bad PM can do a lot of damage.
End of Lateral Career Path
End of Lateral Career Path
1 product manager for every 7 devs and 1:1 with Dev MgrsRise of product Managers in senior rolesHow did you get the job
Surveyed 63 current and former PMsSmall Sample SizesSkewed by my friends and coworkers (lots of Monkeys & SurveyMonkeys)Not so much who gets the job or why get this job?Skewed by the Monkey (and my friends)YMMVAlso surveyed prospective pm’s, but not enough to report onA few good ideas from other places
Crazy paths into 3 Company foundersStraight from MBAsCame up through the organizationIfthis is not you, it’s ok to leave
Tough question and worthy of a session on it’s ownRefers more to where you sit in the organization more than your day to day jobBy nature cross functional and the job changes by day and by roleMarketing copy and a db diagram (don’t necessarily need to write either one)SurveyMonkey 13 folks – marketing focussedvs feature focussedYelp has 15 – two groups (advertisers and reviewers)Exec’s provide the why, You provide the what, the engineers provide the how
13th annual1,500 people
Some general observations from the survey
Why Does the organization need a product manager
Lots and lots of “Other”
Vs 50% in general populationAttending product camp.Or speaking at a conference . . .Not generally
I wasn’t hired for my mediocre CSS skills
Idiosyncratic
Nearly twice as likely to have MBA as internal transfers (27% vs 15%)Less likely to have some other degree (7% vs 35%) Similar mix of previous functional work areas
Slightly Fewer EngineersMore MBA Analyst Types
More Senior?More Analysis
This works, but usually combined with internships and a good previous work experience
Small Numbers
Rich Mironov doesn’t use themAne neither do IBut I liked the reading list
Two reasons to do a start upMoney and opportunity1/3 of the PM’s on the Product Manager Team at the Monkey
Manage your career like a businessDifferentiateBe Entrepeneurial
Think about what’s your differentiatorSacrifice earnings for learnings- like a startup in pre-profit mode