This is the keynote presentation that I gave at ProductCamp Minnesota in Oct 2013. "All the responsibility, but no authority" has become a mantra for those of us in Product Management and Product Marketing. It's such a great phrase as it allows us to commiserate with each other about the unique challenges and frustrations of being a PM. But if we want to be taken seriously and really succeed in the PM role, we must cast aside this excuse and establish ourselves as leaders in our organizations. While it is true that we don't have "given authority", we must learn how to develop "earned authority", which enables us to succeed through influence, trust and respect. In this keynote address, Tom Evans of CompellingPM will present five keys to help you earn authority and establish yourself as a Product Management/Product Marketing leader in your organization.

1. All The Responsibility But No
Authority. Get Over It And
Lead!
Tom Evans
@compellingpm
Copyright 2013. The Lûcrum Group, Inc.

2. Challenge
Responsibility for products success, but no
authority over those that help us achieve that.
• We can’t hire & fire
• Limited budget authority
Copyright 2013. The Lûcrum Group, Inc.

3. Types of Authority
• Given Authority
– Based upon title or position
• Earned Authority
– Based upon establishing respect &
credibility
– Based upon what we do and say
– Enables us to use influence
Copyright 2013. The Lûcrum Group, Inc.

4. Who Would You Prefer to Work With?
A. Someone with given authority, but not
earned authority?
B. Someone that has established earned
authority, but has not given authority?
Copyright 2013. The Lûcrum Group, Inc.

5. PM as the Quarterback
• Leads through trust of the team (Earned)
• Good decision making
• Calls the plays
Copyright 2013. The Lûcrum Group, Inc.

6. Poll Question
1. How many think their executive team
understands the role of Product
Management/Product Marketing?
2. How many of you have been through formal
Product Management/Product Marketing
training?
Copyright 2013. The Lûcrum Group, Inc.

7. HOW DO WE DEVELOP
EARNED AUTHORITY?
Copyright 2013. The Lûcrum Group, Inc.

8. Developing Earned Authority
1.
2.
3.
4.
5.
Be a student of the game
Game preparation (Market Expertise)
Create great relationships
Know the dynamics of the business
Discover points of real influence
Copyright 2013. The Lûcrum Group, Inc.

9. Be a Student of the Game
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11. How to Be a Student of the Game
•
•
•
•
Develop your core knowledge &skills
Continual learning
Coaching/Mentoring
Validate your skills/knowledge
Copyright 2013. The Lûcrum Group, Inc.

12. How to Be a Student of the Game
•
•
•
•
•
•
Formal training
Read books
Attend webinars
Learn from others
Share your knowledge
PM/PMM Certifications
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13. Game Preparation
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15. Game Preparation
The best PMs are market experts!
Copyright 2013. The Lûcrum Group, Inc.

16. Who Cares?
•
•
•
•
•
Engineering
Sales Team
Marketing
Management
Customers
Copyright 2013. The Lûcrum Group, Inc.

17. How to Develop Market Expertise
• Time with the market
– Customer visits
– Online communities
– Win/loss
– Advisory committees, user groups
– Occasional sales call
• Speak more with the market than anyone
else!
Copyright 2013. The Lûcrum Group, Inc.

18. More Market Expertise
•
•
•
•
•
Speak with partners
Market facing personnel
Industry news
Network in the industry
Competitive Analysis
Copyright 2013. The Lûcrum Group, Inc.

19. Share the Vision!
• Based upon market evidence!
Copyright 2013. The Lûcrum Group, Inc.

20. Great Relationships
Copyright 2013. The Lûcrum Group, Inc.

21. Great Working Relationships

22. Key Constituents
It's not just about how they can help you
succeed, but how you can help them
succeed and do their job better.
Copyright 2013. The Lûcrum Group, Inc.

23. Professionalism
Unreliability - #1 career-limiting habit.
• Be prepared and on-time
• Keep your commitments
• Communicate - clearly
Copyright 2013. The Lûcrum Group, Inc.

24. Respect
• Understand and respect other’s jobs
• Don’t tell others how to do their jobs
Copyright 2013. The Lûcrum Group, Inc.

25. Dynamics of the Business
Copyright 2013. The Lûcrum Group, Inc.

26. Address Real Business Issues
•
•
•
•
•
Business strategy
Business objectives
Key drivers of profitability & growth
Core competencies
Impact on other parts of organization
Copyright 2013. The Lûcrum Group, Inc.

27. Points of Influence
Copyright 2013. The Lûcrum Group, Inc.

28. Circles of Influence- Internal
•
•
•
•
•
Who influences what decisions?
Who is invited to make decisions?
Who has finger on pulse of company?
Get their insights
How do you become valuable to them?
Copyright 2013. The Lûcrum Group, Inc.

29. Circles of Influence - Market
•
•
•
•
•
Key customers
Industry though leaders
Industry connectors
Get their insights
Provide value to them
Copyright 2013. The Lûcrum Group, Inc.

30. Developing Earned Authority
1.
2.
3.
4.
5.
Be a student of the game
Game preparation (Market Expertise)
Create great relationships
Know the dynamics of the business
Discover points of real influence
Copyright 2013. The Lûcrum Group, Inc.

31. Questions?

32. Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2013. The Lûcrum Group, Inc.
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