India's first Annual Product Management and Marketing Benchmar launched at NASSCOM

1. INDIA’S FIRST ANNUAL
PRODUCT MANAGEMENT
SURVEY
Pinkesh Shah, CEO Adaptive Marketing
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2. A little about Adaptive Marketing
We help “productize” innovation.
Our goal is to create 2012 Product
Managers by 2012 in India who can
predictably create value by conceiving
and launching new products from India
www.adaptivemarketing.in
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3. India’s first
Annual Product Management Benchmark
Objective: Understand the state of
Product Managers (PM) and
Product Marketing Manager (PMM)
in India
Approach: Open invite. Online survey
to product professionals in India
announced over PM events like
Product Manager’s Conclave at IIM
Bangalore, pcamps and online
channels.
Incentives: Monthly lucky draw for
finished surveys.
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Data collection: Anonymous, n=182

4. What does a Product Manager look like?
Most PMs in India come from an engineering background
97.1% “somewhat” or “very” technical
 Age: 32
 PM Experience: 3.4, Total Exp: 9.5
 68% have Masters degree, 55%
MBA
 9 out of 10 are males
Product Management – a more recognized discipline in the West
53% work for a product company with revenues > 1B$ (MNC India centers)
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5. Profile of a Product Manager
 PM in India
 Age: 32
 PM Experience: 3.4, Total Exp: 9.5
 68% have Masters degree, 55% MBA
 9 out of 10 are males
 97.1% “somewhat” or “very”
technical
Product Management – a more recognized discipline in the West
53% work for a product company with revenues > 1B$ (MNC India centers)
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6. What are they called?
 Product Manager Custo
mer
 Requirements Analyst, Business
Analyst, Business Development CxO
Marke
ting
Manager, Product Line
Manager(PLM) are some of
the popular titles
Sales Dev
PMs hold many titles in India, “lazy” isnt one of them!
Work > 50 hours/week
Have 11 meetings/week (8.7 internal, 2.7 external) and
6 Process 209 emails/week

7. What are they doing?
Market
Analysis
 Spending only 10% on Market 10%
Analysis
Enablement
Sales
21%
Sales
Most of the time spent in Product
9%

Strategic
Planning (30%):: Requirements Planning
21%
Management (71%) GoTo
Market
5% Product
Planning
37%
Build because you “should” not because you “could”
Understanding and Prioritizing which market problems to solve is key before you build
PMs spending time in selling (21%) might not be sustainable
PMs role is to “enable” sales with the right positioning, sales tools.
7 Time spent in tactical selling is time lost in strategy and scaling

8. Its all about money, honey!
Salary with PM Exp
 On an average PMs have been for 4.0 30
years in their current job
20 22.9 24
 Average Salary (Cost to Company) is 18.5
17.8
18.1 Lakhs per annum 10 13.8
 47.6% of them have a variable pay
which was paid at greater than 100% 0
0-2 2-3 3-5 5-10 >10
 PM's in companies with revenues
>$250M felt most appreciated
(n=80/138)
Variable Pay has “mixed” feelings Variable pay motivates?
About 63% of the PMs get variable pay, of which only No
44% Yes
56% of them feel that it motivates for accelerated
56%
performance
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9. PMs are Product CEOs
“Do you believe it?”
 68% believe in the sentiment,
Disagree somewhat
yet- Strongly
 35% of them are responsible for P&L
12% 20%
 10.5% of their time spent is in “Go To
Market” 68%
PMs aspire to -
Be an entrepreneur/CEO
Learn more about business models/strategy (24%)
Create new product lines (25%)
Work on SEO/social media (combined 27%)
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10. Whats on your mind?
“Ideal Place to work?”
 If you “search” their minds..
 You will find 32% 35%
 Not sure if Google 15%
7% 11%
participated in the survey
Google Apple MSFT
My own Others
Pursue your passion and understand the role
Highest salary reported 42Lakh
Increments are around 23%
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11. Questions? Suggestions?
For more details reach out to us at
engage@adaptivemarketing.in
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