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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.
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KYLE WARNECKPRODUCT MANAGER, SURVEYMONKEY
SILICON VALLEY PRODUCT CAMP 2013MARCH 23 , 2013
Getting Started in Product Management
Who are you?
Who Am I?
https://www.vizify.com/kylewarneck
https://www.vizify.com/kylewarneck
The goals of the session
In the spirit of teach what you know . . .Share the results of a surveyShare some good ideas from othersProvide a forum for others to ask good
questions
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 Consultinghttp://www.mironov.com/1st-pmjob/
The Problem: No Entry Level Job
The Problem: Showing Expertise as a Generalist
But somebody gets the job, right?
Survey Research to the Rescue
Survey of 63 Current and Former PM’sAnd a few good ideas from other placesYour mileage may vary!
In scope: How do I get a job?
WHAT IS PRODUCT MANAGEMENT?
Out of scope
Out of Scope: Required Skills
The Product Manager Getting Started Guidehttp://www.slideshare.net/mikegoos/product-manager-getting-started-guideBy Mike Goos, VP of Products, Alohar Mobile, Inc
Out of Scope: Who should be a product manager?
2012-2013 Annual Product Management and Marketing SurveyPragmatic Marketinghttp://www.pragmaticmarketing.com/resources/annual-survey.aspx
THE CONTEXT
Making the Jump to Product Management
The Importance of Context: Timing
1984
1991
1993
1995
1996
1998
1999
2000
2001
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
0%
5%
10%
15%
20%
25%
Organizational Change
11.7% of respondents made the jump as part
of an acquisition
HOW
Making the Jump to Product Management
A Few Popular Paths
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% 46.7%
25.0%
11.7% 10.0%6.7% 6.7%
Path 1: Internal Transfer
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% 46.7%
25.0%
11.7% 10.0%6.7% 6.7%
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/
Internal Hires by Previous Role
Engineering48%
Other30%
Marketing17%
UX/Design4%
Job Titles of Internal Hires
Account TechnologistAssociate Panel ManagerDirector of AnalyticsDirector of Engineering DevelopmentEditorial managerEditorial Services ManagerFirmware Design EngineerIncident managerManager of Customer RelationsManager, Software EngineeringOnline Marketing ManagerProduct AnalystProduct Engineering manager
Product Marketing ManagerProject ManagerProject Manager / DeveloperQA EngineerSenior Business AnalystSenior Customer Operations ManagerSoftware ArchitectSupport AnalystTechnical ProducerTechnical Product Marketing ManagerTechnical WriterUsability Engineer
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.”
Internal Hires are Learners!
15%
35%
19%
27%
MBA'sOther Adv. DegreeCertification (no adv. Degree)No additional train-ing
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.”
You Never Know . . .
“Journalism degree and 10 years of newspaper experience were an
excellent foundation for becoming a product manager.”
Path 2: External Hire
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% 46.7%
25.0%
11.7% 10.0%6.7% 6.7%
Educational Background
MBA Other Adv Degree0%
5%
10%
15%
20%
25%
30%
35%
40%
16%
34%
27%
7%
Internal HireExternal Hire
Functional Work Area are Similar
Engin
eerin
g
Mar
ketin
gHR
UX/D
esig
n
Oth
er0%
10%
20%
30%
40%
50%
60%
38%
23%
8%
0%
31%
48%
17%
0%4%
30%
External HireInternal Hire
Job Titles of External Hires
AnalystDirector, Product MarketingPrinciple EngineerBusiness AnalystSr. AssociateHead of ProductionEngineering ManagerProgrammer
IT Systems AnalystEcommerce Managercommunity managerCTO Co-founderBusiness Operations AnalystAssociate ConsultantProgram Manager
Path 3: Go to School
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50% 46.7%
25.0%
11.7% 10.0%6.7% 6.7%
Straight out of Grad School
MBA Other Adv Degree0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00% 83.33%
33.33%
What They Did Before
Engineering Finance HR0%
10%
20%
30%
40%
50%
60%
50%
33%
17%
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).”
Certificate Programs
Certificate Programs?
Certification/Training Respondents
AIPMM Certified Product manager 3
Certified Scrum Product Owner 3
UC Berkeley Executive Education Product Management program
2
Product Owner Agile development Certificate in Marketing from Berkeley extension
1
Pragmatic Marketing 1
New Product Development Professional Value Innovation BlackBlot Product Management
1
Path 4: Start Your Own Company
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
A Few Final Thoughts
The Start-Up of You
The Start-Up of YouBy Reid Hoffman and Ben Casnochahttp://www.thestartupofyou.com/start/
The Start-Up of You
“Be in motion and court selective randomness”.
Look for Breakout opportunities
My Two Cents
Learn ConstantlyAdvertise your interestsLook for senior sponsorsGo find a great company and do awesome
work!
QUESTIONS? CONVERSATION?
Wrapping Up
HTTPS: / /WWW.SURVEYMONKEY.COM/S/SVPCAMP
Please take my survey!
If you’d like to contact me
Kyle WarneckProduct Manager, [email protected]@KyleWarneckhttps://www.vizify.com/kylewarneck