Upgrade to Pro — share decks privately, control downloads, hide ads and more …

apidays Paris 2022 - Lessons from the evolution of API product management over the last 10 years, Claire Barrett, APIsFirst

apidays
January 07, 2023

apidays Paris 2022 - Lessons from the evolution of API product management over the last 10 years, Claire Barrett, APIsFirst

apidays Paris 2022 - APIs the next 10 years: Software, Society, Sovereignty, Sustainability
December 14, 15 & 16, 2022

Lessons from the evolution of API product management over the last 10 years: what they could mean from here
Claire Barrett, Director at APIsFirst
------

Check out our conferences at https://www.apidays.global/

Do you want to sponsor or talk at one of our conferences?
https://apidays.typeform.com/to/ILJeAaV8

Learn more on APIscene, the global media made by the community for the community:
https://www.apiscene.io

Explore the API ecosystem with the API Landscape:
https://apilandscape.apiscene.io/

Deep dive into the API industry with our reports:
https://www.apidays.global/industry-reports/

Subscribe to our global newsletter:
https://apidays.typeform.com/to/i1MPEW

apidays

January 07, 2023
Tweet

More Decks by apidays

Other Decks in Programming

Transcript

  1. Lessons from the evolution of
    API product management
    What it could mean from here
    Claire Barrett
    December 2022

    View full-size slide

  2. Consultant and technology leader
    API-enabled change accelerator
    Thought leader
    Inclusivity champion
    Director, APIsFirst
    www.linkedin.com/in/claire-global
    Co-founder, The API Collective
    www.theapicollective.com
    Global lead for Women In APIs
    apidays.global/initiatives-women-in-apis

    View full-size slide

  3. 2023 SERIES OF EVENT
    New York
    May 16&17
    Australia
    October 11&12
    Singapore
    April 12&13
    Helsinki & North
    June 5&6
    Paris
    SEPTEMBER
    London
    November
    15&16
    June 28-30
    SILICON VALLEY
    March 14&15
    Dubai & Middle East
    February 22&23

    View full-size slide

  4. Lessons from the evolution of
    API product management
    ● The story so far…
    ● How it’s playing out…
    ● What it might look like from here…

    View full-size slide

  5. Why is this important?
    Good API products
    rely on good API
    product managers
    Business success
    …relies on API
    success
    …which relies on
    API products
    Being clear on
    the role of the
    API product
    manager means
    they’re set up for
    success

    View full-size slide

  6. What we are taking as “given”
    APIs matter
    API products are important
    Organisations are continuing to invest in APIs
    APIs will continue to evolve

    View full-size slide

  7. We’re digging deeper into
    The API Product Manager
    Why the role matters
    Why the role will keep evolving
    What we think it might evolve to

    View full-size slide

  8. The importance
    Source: “Canadian CIOs: Focus on In-Demand IT Roles” - Gartner 2018
    “Governs the
    evolution of
    connections in the
    ecosystem and
    determines how
    they are designed
    and monetized.”
    © APIsFirst Ltd 2022

    View full-size slide

  9. Gartner “The State of the API Industry”
    Top ranked factor (across 3 x choices)
    1. Missing key roles, such as API
    product manager
    ● 59% of respondents voted in
    top three
    ● 29% as #1 / top ranked
    2. Lack of API standards (49%)
    3. Lack of skills (43%)
    Source: Gartner, Mark O’Neill, apidays Paris December 2022
    © APIsFirst Ltd 2022

    View full-size slide

  10. How are we seeing this play out in job
    descriptions?
    “product strategy
    and roadmap”
    “revenue and customer
    satisfaction goals”
    “Recommendations…
    product base and vision”

    View full-size slide

  11. Let’s review some key
    themes from API history…
    …from the perspective of the roles
    supporting it

    View full-size slide

  12. © APIsFirst Ltd
    DX era
    Connectivity era
    The technology backdrop for APIs as products
    Mobile era
    2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022
    Cloud era
    Social media era
    eCommerce
    era.
    Internal APIs

    View full-size slide

  13. Meanwhile, the discipline of
    product management has
    been evolving…

    View full-size slide

  14. What’s the genealogy of API product management?
    © APIsFirst Ltd 2022

    View full-size slide

  15. Product management evolution from the 1930s
    ...through to the 2000s
    Services
    Process &
    automation
    Structural
    engineering
    Projects
    Manufacturing
    Lean &
    features
    FMCG &
    Marketing Products &
    brand Customer,
    data & UX
    Tech
    products
    Technology
    Agile & s/w
    engineering
    Platforms &
    ecosystems
    Digitisation
    API
    products
    © APIsFirst Ltd 2022

    View full-size slide

  16. Let’s go back a step
    API
    products
    Tech
    products

    View full-size slide

  17. Sources: Will Lawrence https://productlife.to/p/-the-four-pm-archetypes 2021
    Sachin Rekhi https://www.sachinrekhi.com/finding-product-culture-fit 2020
    Engineering-driven Data-driven Design-driven
    Sales-driven
    © APIsFirst Ltd 2022

    View full-size slide

  18. Applying tech
    knowledge for
    highest impact
    Defining
    success,
    uncovering
    opportunities,
    leading fast
    execution
    Understanding
    user problems,
    partnering for
    right solution
    Ensuring
    product
    success in
    market
    Engineering-driven Data-driven Design-driven Sales-driven
    Engineering-driven Data-driven Design-driven Sales-driven
    Sources: Will Lawrence https://productlife.to/p/-the-four-pm-archetypes 2021
    Sachin Rekhi https://www.sachinrekhi.com/finding-product-culture-fit 2020 © APIsFirst Ltd 2022

    View full-size slide

  19. Sales-driven

    View full-size slide

  20. What more sales-driven looks like
    © APIsFirst Ltd 2022

    View full-size slide

  21. Sales-driven
    Can be mistaken for :
    ● API-ifying current products
    ● Responding to customer / partner / market forces
    ● Expanding existing APIs’ use
    © APIsFirst Ltd 2022

    View full-size slide

  22. Focuses on :
    ● Unlocking value from data via APIs
    ● API pricing and consumption
    ● Marketing angle of API portal as
    sales channel
    Relies on :
    ● Commercial skills
    ● Ability to influence beyond
    traditional organisational boundaries
    Photograph from unsplash.com
    Sales-driven
    © APIsFirst Ltd 2022

    View full-size slide

  23. Engineering-driven

    View full-size slide

  24. Can be mistaken for :
    ● Leading tech simplification
    ● Championing API reuse
    ● Looking after API governance
    Engineering-driven
    © APIsFirst Ltd 2022

    View full-size slide

  25. What more engineering-driven looks like
    A large, mature organisation that is:
    ● Realising value from digital transformation
    ● Simplifying technology
    ● Insourcing more and growing engineering talent
    © APIsFirst Ltd 2022

    View full-size slide

  26. Focuses on :
    ● API reliability, security and performance
    over best API design
    ● Engineering practices and processes
    ● High-tech answers to API product problems
    Relies on :
    ● Technical depth and credibility
    ● Communication skills with engineers and
    architects
    Engineering-driven
    Photograph from unsplash.com
    © APIsFirst Ltd 2022

    View full-size slide

  27. Data-driven
    Can be mistaken for:
    ● Owning API data products
    ● Unlocking value from data as APIs
    ● Leveraging AI/ML strengths and investment via APIs
    © APIsFirst Ltd 2022

    View full-size slide

  28. What more data-driven looks like
    © APIsFirst Ltd 2022

    View full-size slide

  29. Data-driven
    Focuses on :
    ● Monitoring and synthesising today
    ● Understanding consumer
    onboarding and usage
    ● Planning “what next?” with APIs
    Relies on :
    ● Statistical and analytical skills
    ● Communication with data
    Photograph from unsplash.com
    © APIsFirst Ltd 2022

    View full-size slide

  30. Design-driven

    View full-size slide

  31. Can be mistaken for :
    ● Incubating embedded business models
    ● Monetising APIs either directly or indirectly
    ● Creating new API-enabled customer experiences
    Design-driven
    © APIsFirst Ltd 2022

    View full-size slide

  32. What more design-driven looks like
    © APIsFirst Ltd 2022

    View full-size slide

  33. Focuses on :
    ● Getting API consumer future
    wants and needs
    ● Consumer endpoint designs
    ● Design thinking and digital product
    design practices
    Relies on :
    ● External community participation
    ● Story-telling and influence
    Design-driven
    Photograph from unsplash.com
    © APIsFirst Ltd 2022

    View full-size slide

  34. So what does the future look like for the
    API product manager role?
    Photograph from unsplash.com

    View full-size slide

  35. Prediction #1
    API product manager roles will
    continue to specialise into subspecies

    View full-size slide

  36. Prediction #2
    The organisations that set up
    API product management well for success
    will be advantaged.

    View full-size slide

  37. Prediction #3
    API product managers will be
    grown rather than hired

    View full-size slide

  38. © APIsFirst Ltd
    THANK YOU
    Want to know more?
    linkedin.com/in/claire-global
    contact@apisfirst.com
    www.theapicollective.com

    View full-size slide