1. WANT TO BECOME A PM BUT
DON’T KNOW WHERE TO
START?
Pinkesh Shah
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2. Who is this PM?
 Talk about customers and their
problems as opposed to
company and their products
 Business leader that
“orchestrates” all other
functions of the organization
 Finds compelling solutions to
market problems and works
with the team to deliver delight
to customers

3. Where do they come from?
Customer facing product/service
professionals
 Sales Engineers
 QA Managers
 Solution Architects
 Program Managers/Project
Managers
 Engineering Managers
 Business Development
 Business Analyst/Research Analyst
 Fresh MBAs
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4. Where does they reside?
 PM org can reside in one PM reporting
of many places –
 Engineering CxO
32%
 Marketing Engg.
 Exec Management (CEO) 47%
 Sales Mark
eting
 Role might be influenced Sales
5% 16%
by org structure but the
goal should not! Adaptive’s Annual India PM/PMM survey 2010
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5. What are they called?
 Role: product manager PM Titles
 Title: Requirements Product Manager TPM
Analyst, product Project Manager Program Manager
manager PM), product
marketing 15%
manager(PMM), Techni
45%
cal product manager 10%
(TPM), brand
manager, product line 30%
manager
(PLM), Research
Manager, customer Adaptive’s Annual India PM/PMM survey 2010
manager…
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6. Who do they work with?
 Internal  External
 Steering teams  Customers
 Executives  Prospects
 Engineering  Partners
 Marketing  Analysts
 Sales  Thought leaders
 Solution Architects  Channel Sales
 Project Managers  Agencies
 Support And more..
 SEs
And more..
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7. What is a product?
A good or service offered by an
organization which affords a bundle of
benefits both objective (physical) and
subjective (image) to a user
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8. Value – what does this mean to you?
Value is the worth in monetary terms of the benefits
(economic, technical, service and social) in excess
of the costs incurred to realize those benefits
Marketing Management is the art and science of choosing target
markets and getting, keeping and growing customers through
creating, delivering and communicating superior customer value
Marketing Management, Philip Kotler
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9. Value Management = Product
Management
Communicating
Creating Value
Value
• Customer • Value • Value
Value • Define based • Positioning Channels
Modeling products Pricing Value Network
Prop
Understanding
Capturing Value Delivering Value
Value
Market Strategic Product Go To Sales
Analysis Planning Planning Market Enablement
Choosing to Building Building it Marketing it Selling
Build Profitably right right effectively
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10. Our Approach

11. Anatomy of a PM
• Leadership
Soft skills • Passion
• Communication..
• Market Research
• Competitive Analysis
Functional
• Requirements
Skills
• Positioning…..
• Online, B2C
Domain
• Telco
Expertise
• Security..
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12. The Backbone of a Good PM
Market Research, The Backbone of a Good PM

13. We consult with companies and enable
professionals to productize
Training Practice Areas
Train and certify product professionals for accelerated Product Management
career growth User Exerpeience
Consulting Agile
Helping companies launch new product lines and grow Product Marketing
existing ones throughout the product lifecycle with
predictable success.
Execution
Integrate with client’s management team and help set
and execute product strategy
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