DSW 2017 - Michelle Baird & Katie Holden, "Breaking Down Product Management: Startups vs. Enterprise"

773a137d6fc051556c6a8df81fbfa315?s=47 Jay Zeschin
September 29, 2017
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DSW 2017 - Michelle Baird & Katie Holden, "Breaking Down Product Management: Startups vs. Enterprise"

773a137d6fc051556c6a8df81fbfa315?s=128

Jay Zeschin

September 29, 2017
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  1. Breaking Down Product Management: Startups vs. Enterprise Michelle Baird &

    Katie Holden
  2. Title Sponsors Track Sponsors

  3. Headline Sponsors Partner Sponsors Member Sponsors Baker Hostetler Bradford, LTD

    Capital One Coastal Cloud Colorado Impact Fund Connect For Health Colorado Cooley Corus360 EKS & H Event Integrity Full Contact Gary Community Investments General Assembly Groundfloor Media / CenterTable Guiceworks ImageSeller Ink Monstr Intelivideo Luna Gourmet Coffee & Tea Nanno Office of Economic Development Pass Gas Denver Slalom Wazee Digital Accenture Bridgepoint Education Butler Snow Delta Tables Hogan Lovells Meyer Law Name.com Slifer Smith & Frampton SoGnar Sounddown Swiftpage The Denver Foundation Zipcar
  4. Special Thanks

  5. Introductions: Michelle • Studied: Computer Science • Developer turned product

    manager, 3 years in product management @micbaird /in/micbaird
  6. Introductions: Katie @katiecholden /in/katherinecholden • Studied: Electrical & Computer Engineering

    • 1.5 years software dev; 7 years of product management
  7. Breaking Down Product Management • Applying & Interviewing • Ramping

    Up • Product Development • Go to Market & Launch
  8. Applying & Interviewing Image

  9. Applying & Interviewing at Startups • Strong generalists preferred over

    specialists • Experience building a product from scratch • Can do lightweight / scrappy processes on zero budget • Adaptable
  10. Applying & Interviewing at Enterprises • Expertise (of some variety)

    matters ◦ Functional domain, technical, product area, customer engagement • Experience navigating an existing product • Long-term fit & outlook on career • Resumes are screened automatically & through recruiters
  11. Startup • Strong generalists preferred over specialists • Experience building

    a product from scratch • Can do lightweight / scrappy processes on zero budget • Adaptable • Expertise of some variety • Experience navigating complexity of existing product • Focus on keywords in resume • Focus on long-term growth within company Enterprise
  12. Ramping Up

  13. Ramping Up at Startups • Get to know everyone and

    their roles ◦ Be prepared to fill in for these roles sometimes • Meet loyal / core users every week • Develop specific knowledge on user needs • Evangelise early / be face of the company
  14. Ramping Up at Enterprises • Go deep with other PMs,

    designers and developers • Question unnecessary process; do only what’s actually required • Find and build relationships with key influencers or decision makers • Absorb the history, but keep your optimism
  15. Startup • Knowledge of all roles & critical to success

    • Meet loyal/core users every week • Deeper & focused knowledge of product area • Be scrappy & adaptable • Ramp w/ other PMs, designers & developers • ‘Required’ vs ‘suggested’ process • Relationships w/ key influencers/decision makers • Stay optimistic Enterprise
  16. Product Development Image

  17. Product Development at Startups • Evolving 10,000ft vision & strategy

    • Evolving quarterly roadmaps • Small, fast releases • Very high leverage role on defining strategy, roadmap, quality, velocity, etc. • Autonomous teams
  18. Product Development at Enterprises • 10,000ft vision & strategy •

    Longer roadmaps ◦ It takes a village • Bigger impact on releases • Quality rules!
  19. Startup • Evolving 10,000ft vision & strategy • Evolving quarterly

    roadmaps • Small, fast releases with high risk tradeoffs • Very high leverage role • Autonomous teams • 10,000ft vision & strategy • 6mo roadmaps • Less leverage • Bigger impact releases • Focus on quality Enterprise
  20. Go to Market & Launch

  21. GTM & Launch at Startups • Quick & frequent releases

    • MVP & iterate • Quicker to turnaround from mistakes • Less impact on releases; lower consequences • Less formality, fill in the gaps
  22. GTM & Launch at Enterprises • Customer relationships & references

    matter • Cost of being wrong is high (higher quality bar required at launch) • Launch is not just software readiness, it’s ecosystem readiness
  23. Startup • Quick, frequent releases • MVP & iterate •

    Quicker turnaround from mistakes • Fewer consequences • Fill in the gaps to get out the door • Customer relationships & references matter • Cost of being wrong is high (higher quality bar required at launch) • Launch is not just software readiness, it’s ecosystem readiness Enterprise
  24. Questions? (yes, we’re hiring!) workday.com/careers Breaking Down Product Management: Startup

    vs. Enterprise • Applying & Interviewing • Ramping Up • Product Development • Go to Market & Launch
  25. BREAKING DOWN PRODUCT MANAGEMENT: STARTUPS VS. ENTERPRISE Michelle Baird &

    Katie Holden