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2008 Annual Product Management and Marketing Survey
Each year Pragmatic Marketing conducts a survey of product managers and marketing professionals.
Over 1,100 responded to the survey, which was conducted from November 3 through November 26, 2008 using Vovici’s EFM Feedback.
Note: When making decisions, remember this report describes typical practices, not best practices. For best practices in product management and marketing, attend a Pragmatic Marketing seminar.
Additional analysis is at the end of this summary.
Profile of a product manager
Average age is 37
Responsible for 3 products
89% claim to be "somewhat" or "very" technical
34% are female, 66% are male
95% have completed college and 44% have completed a masters program (see Does a masters degree make a difference?)
"How has your job changed over the last 2 years?"
Organization
The typical product manager reports to a director in the product management department.
- 45% report to a director
- 29% report to a vice president
- 17% report to a manager
- 9% to CxO
Reporting Department
- 23% report directly to the CEO or COO
- 22% are in the Product Management department
- 19% are in the Marketing department
- 11% are in Development/Engineering
- 7% are in Sales
- 4% are in the Product Marketing department
"If you could say one thing to your company president.."
Over 650 responded to this question! Read some of the highlights.
Impacts on productivity
Product managers receive 50 e-mails a day and send 25.
Product managers spend roughly two days a week in internal meetings (15 meetings/week). But 55% are going to 15 meetings or more each week, and 35% attend 20 or more meetings!
Product managers typically work 50 hours per week.
Ratios within the company
How are product managers allocated relative to other departments?
For each Product Manager, we find:
- 0.6 product marketing managers
- 0.75 marketing communications
- 7.2 salespeople
- 3.5 sales engineers (pre-sales support)
- 0.72 development leads
- 5.5 developers
- 1.0 product architects and designers
Other ratios
- 3.6 developers per QA manager
- 3.6 salespeople per sales engineer
Responsible for product profit & loss
Responsible for go-to-market strategies
Software Development Methods
Activities (based on the Pragmatic Marketing Framework)
Percentage of respondents indicating they conduct the activity
Comparison of roles
Percentage of product managers and product marketers indicating they conduct each activity
Compensation
Average US product management compensation is $100,341 salary plus $12,467 annual bonus. 79% of product managers get a bonus (multiple responses were permitted):
- 64% based on company profit
- 24% based on product revenue
- 36% based on quarterly objectives (MBOs)
29% say bonus does not motivate at all and 16% say bonus motivates a lot.
Geographical impact on compensation
(US $)| Maximum Salary |
Bonus |
Average Salary |
Bonus |
Minimum Salary |
Bonus |
|
| Australia |
90,000 |
20,000 |
78,571 |
10,400 |
65,000 |
2,000 |
| Canada |
145,000 |
85,000 |
88,719 |
14,792 |
50,000 |
1,000 |
| Europe |
182,000 | 30,000 | 90,429 |
10,704 |
18,000 | 2,000 |
| USA | 180,000 | 70,000 | 100,341 | 12,467 |
40,000 |
1,000 |
US regional impact on compensation
(US $)| Maximum Salary |
Bonus |
Average Salary |
Bonus |
Minimum Salary |
Bonus |
|
| Midwest | 170,000 | 30,000 |
90,944 |
10,453 |
50,000 |
1,000 |
| Northeast | 175,000 | 55,000 |
105,178 |
12,933 |
40,000 |
1,000 |
| Pacific | 180,000 | 70,000 |
107,105 |
14,026 |
41,000 |
1,000 |
| Southeast | 150,000 | 25,000 |
96,038 |
10,787 |
50,000 |
1,000 |
| South | 145,000 | 27,000 |
105,789 |
13,933 |
58,000 |
2,000 |
| West |
165,000 |
39,000 |
94,152 |
12,833 |
40,000 |
2,000 |
Midwest (IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI)
Northeast (CT, DE, MA, ME, NH, NJ, NY, PA, RI, VT)
Pacific (AK. CA, HI, OR, WA)
Southeast (AL, FL, GA, KY, MD, MS, NC, SC, TN, VA, WV)
South (AR, LA, OK, TX)
West (AZ, CO, ID, MT, NM, NV, UT, WY)
Gender comparison in compensation vs. experience
(US $)
Additional Analysis
comparison
Re: Comparison
Percentages for PM responsible for P/L
Is it possible to get the percentages for PMs responsible for Product P/L?
Thanks,
Dan
Update to Charts
company size?
Definition of a product?
real and right
I suspect that most product managers consider a product to be anything they have to write requirements for. Does that help?
Who gets counted as a developer
Where would you count the User Experiance Designers, Quality Assurance Engineers, and Documentation writers? Are these functions included in the developer count or are they seperate? If seperate what is the ratio of PM to each?
counts for other roles
1 PM to .4 User Experience Designers and
1 PM to 1.5 Quality Assurance Engineers.
We didn't ask about documentation writers.
Remember, this was a product management survey so we focused on common practices for development teams as they relate to product management.
PM/Developer ratio year over year
2007 an anomoly?
What is the ratio of developers to testers?
This is helpful information. I'm curious about your definition of QA manager; is your QA manager essentially a development lead counterpart for test?
As a follow up, do you have information regarding the ratio of developers to testers?
Thanks for any guidance you can provide,
-Jeff
Product Manager vs Marketing/Brand Manager