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

Transcript

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