2008 Annual Product Management and Marketing Survey

By Pragmatic Institute June 21, 2009

Each year Pragmatic Institute 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 Institute 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


Profit & Loss



Responsible for go-to-market strategies


Go-to-Market



Software Development Methods

Development Methods


Activities (based on the Pragmatic Institute Framework)

Percentage of respondents indicating they conduct the activity


Activities


Comparison of roles

Percentage of product managers and product marketers indicating they conduct each activity

Product Manager vs Product Marketer


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 $)

Gender Comparison

 


Additional Analysis


More on compensation

A look at Agile product management

Gender bias

Pragmatic Institute

Pragmatic Institute

Pragmatic Institute (formerly Pragmatic Marketing) has continuously delivered thought leadership in technology product management and marketing since it was founded in 1993. Today, we provide training and present at industry events around the world, conduct the industry’s largest annual survey and produce respected publications that are read by more than 100,000 product management and marketing professionals. Our thought-leadership portfolio includes the Pragmatic  Framework, eBooks, blogs, webinars, podcasts, newsletters, The Pragmatic magazine and the bestseller “Tuned In.”

 

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