india's first annual product management and marketing benchmar launched at nasscom
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India's first Annual Product Management and Marketing Benchmar launched at NASSCOMTRANSCRIPT
INDIA’S FIRST ANNUAL PRODUCT MANAGEMENT
SURVEY
Pinkesh Shah, CEO Adaptive Marketing
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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
A little about Adaptive Marketing
2
India’s firstAnnual Product Management Benchmark
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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.
Data collection: Anonymous, n=182
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What does a Product Manager look like?
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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)
Most PMs in India come from an engineering background
97.1% “somewhat” or “very” technical
Profile of a Product Manager
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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)
What are they called?
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Product Manager Requirements Analyst, Business
Analyst, Business Development Manager, Product Line Manager(PLM) are some of the popular titles
PMs hold many titles in India, “lazy” isnt one of them!
Work > 50 hours/weekHave 11 meetings/week (8.7 internal, 2.7 external) and Process 209 emails/week
Customer
Marketing
DevSales
CxO
What are they doing?
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Spending only 10% on Market Analysis
Most of the time spent in Product Planning (30%):: Requirements Management (71%)
PMs spending time in selling (21%) might not be sustainable
PMs role is to “enable” sales with the right positioning, sales tools. Time spent in tactical selling is time lost in strategy and scaling
Market Analysis
10%
Strategic Planning
21%
Product Planning
37%
GoTo Market
5%
Sale
s En
ab
lem
ent
9%
Sales 21%
Build because you “should” not because you “could”
Understanding and Prioritizing which market problems to solve is key before you build
Its all about money, honey!
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On an average PMs have been for 4.0 years in their current job
Average Salary (Cost to Company) is 18.1 Lakhs per annum
47.6% of them have a variable pay which was paid at greater than 100%
PM's in companies with revenues >$250M felt most appreciated (n=80/138)
13.817.8 18.5
22.9 24
0
10
20
30
0-2 2-3 3-5 5-10 >10
Salary with PM Exp
Variable Pay has “mixed” feelings
About 63% of the PMs get variable pay, of which only 56% of them feel that it motivates for accelerated performance
Yes56%
No44%
Variable pay motivates?
PMs are Product CEOs
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68% believe in the sentiment, yet- 35% of them are responsible for P&L 10.5% of their time spent is in “Go To
Market”
PMs aspire to -
Be an entrepreneur/CEOLearn more about business models/strategy (24%)Create new product lines (25%) Work on SEO/social media (combined 27%)
“Do you believe it?”
20%
68%
12%
Disagree somewhatStrongly
Whats on your mind?
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If you “search” their minds.. You will find
Not sure if Google participated in the survey
Pursue your passion and understand the role
Highest salary reported 42LakhIncrements are around 23%
“Ideal Place to work?”
35%
11%7%15%
32%
Google Apple MSFT
My own Others
