1. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
Podcast:
http://bit.ly/Qef5rS
Links:
http://bit.ly/KKIJW3
Hakan says, "The Global Product Management talk is exactly what our profession
needs, the sharing of valuable life experiences with thought leaders providing real, in
the trenches information on product management. I'm very happy to be involved in
that community and share some of my experiences at Ryma and in product
management over the last decade."
Hakan Kilic, Senior Product Manager, discussed what every executive should know about organizational
structures in product management at the weekly Global Product Management Talk on Monday, July 16, 2012
using the hashtag #ProdMgmtTalk on Twitter.
INTRO
How do we better align our product teams with our business and development units to drive growth? It’s a
tough challenge, and one that executives try to address by deciding on whether the product management
team reports to an enterprise management team, or an individual General Manager/Business Unit leader. On
one hand, you can drive a corporate wide strategy and optimize development investments across your entire
portfolio. On the other hand, you can get deep vertical expertise to drive change that really moves the needle
for a specific business.
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1
3. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
QUESTIONS DISCUSSED
PreQ: Please introduce yourself, where you are tweeting from & your involvement with #prodmgmt
Q1 Hakin, can you define for our audience what you mean by centralized and decentralized product
management?
Q2 Does company size factor into how product management is organized? Does one approach work
better than others at the various stages of growth?
Q3 In your opinion, what are the factors that lead to an organization initially selecting one approach
over the other? Is it a conscious decision or does it just happen organically?
Q4 What are the triggers that cause a company to switch from centralized and de-centralized
product management or vice versa?
Q5 Are there benefits to a product manager reporting directly into a general manager or business
unit leader?
Q6 How is that different than reporting into a functional leader such as a vice president of product
management?
Q7 Hakin, I know you recently changed positions. As you think about your current or past position is
there one challenge that comes to mind that could have been overcome by implementing either of
these organizational approaches?
Q8 Do either of these approaches increase the likelihood of successful new product development?
Q9 Any lessons learned that that we haven't discussed Hakin?
TWEET CHRONOLOGY
ProdMgmtTalk What is #ProdMgmtTalk? http://t.co/WxgEfwFp#prodmgmt #twitter -2:35 PM Jul
16th, 2012
AgileVal Join us at http://t.co/LQeL1ZWC automatically appends hashtag in 20 minutes
for #Prodmgmttalk w/@HakanKilic -2:38 PM Jul 16th,
ProdMgmtTalk #Prodmgmttalk Our format: we post questions Q1, Q2, Q3 Please answer
using A1, A2, A3 -2:38 PM Jul 16th, 2012
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 3
4. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
aipmm Today's #ProdMgmtTalk background resources: http://t.co/mvDaZdTZ -2:39 PM Jul 16th,
2012
cindyfsolomon #ProdMgmtTalk live on the air w/ @HakanKilic @GregGeracie
@CindyFSolomon Listen now athttp://t.co/G3hm8Hai #BlogTalkRadio -2:39 PM Jul 16th, 2012
ProdMgmtTalk @HakanKilic (pronounced Hawkin) &@GregGeracie to discuss Centralized vs.
Decentralized#Prodmgmt http://t.co/LgrbAeL5 #prodmgmttalk -2:55 PM Jul 16th, 2012
HakanKilic Starting my chat on centralized vs de centralized product management
on #ProdMgmtTalk, welcome on! Will be answering twitter -3:01 PM Jul 16th, 2012
Ycnt_ibdonlyjen RT @HakanKilic: Starting my chat on centralized vs de centralized product
management on#ProdMgmtTalk, welcome on! Will be answering twitter -3:07 PM Jul 16th, 2012
ProdMgmtTalk Welcome @HakanKilic giving intro to centralized vs.
decentralized #prodmgmt defining the terms#prodmgmttalk -3:07 PM Jul 16th, 2012
ProdMgmtTalk #Prodmgmt team working across the organization is centralized.
Decentralized pm reports into a functional group i.e. engineers #prodmgmttalk -3:07 PM Jul 16th,
2012
ProdMgmtTalk Welcome @Ycnt_ibdonlyjen Nice to see you today! #prodmgmttalk -3:08 PM Jul
16th, 2012
ProdMgmtTalk Welcome also to our co-host @GregGeracie#prodmgmttalk -3:08 PM Jul 16th, 2012
ProdMgmtTalk @GregGeracie asking does company size factor into centralized vs.
decentralized #prodmgmt? #prodmgmttalk-3:08 PM Jul 16th, 2012
ProdMgmtTalk Live on the air w/ @HakanKilic @GregGeracie@CindyFSolomon Listen now
at http://t.co/LgrbAeL5 #BlogTalkRadio #prodmgmttalk -3:09 PM Jul 16th, 2012
product_anon RT @cindyfsolomon: #ProdMgmtTalk live on the air w/ @HakanKilic
@GregGeracie @CindyFSolomon Listen now at http://t.co/BiB58o5N #BlogTalkRadio -3:09 PM
Jul 16th, 2012
ProdMgmtTalk @HakanKilic was most recently with @Rymatech#prodmgmttalk -3:09 PM Jul 16th,
2012
ProdMgmtTalk Today's background resources: http://t.co/cGhrEnCv #prodmgmttalk -3:10 PM
Jul 16th, 2012
ProdMgmtTalk Welcome @product_anon Thanks for RT!#prodmgmttalk -3:10 PM Jul 16th, 2012
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 4
5. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
ProdMgmtTalk Please thank this week’s sponsor @AIPMM visit http://www.aipmm.com
#prodmgmttalk -3:10 PM Jul 16th, 2012
ProdMgmtTalk PreQ: Please introduce yourself, where you are tweeting from & your
involvement with #prodmgmt#prodmgmttalk -3:10 PM Jul 16th, 2012
ProdMgmtTalk @HakanKilic talking about how #prodmgmt is organized in startup:
validating biz deals, startup w/ tech biz founder #prodmgmttalk -3:11 PM Jul 16th, 2012
ProdMgmtTalk As you grow 1. become >productized focus on make sure entire
company #prodmgmt across board 2. verticalization, portfolios #prodmgmttalk -3:12 PM Jul 16th,
2012
ProdMgmtTalk Centralized #prodmgmt mandate comprehensive strategy...
#prodmgmttalk -3:12 PM Jul 16th, 2012
ProdMgmtTalk Q1 Why do some companies switch between centralized and de-centralized
product management?#prodmgmttalk -3:12 PM Jul 16th, 2012
ProdMgmtTalk People don't actually call it "centralized" or "decentralized" - depends on
company approach - how it grows, generates revenue #prodmgmttalk -3:13 PM Jul 16th, 2012
ProdMgmtTalk supply chain, channel partner - hire partner manager, mfg supply chain
expert - grow roles then think about productization #prodmgmttalk -3:14 PM Jul 16th, 2012
ProdMgmtTalk Companies want to increase revenue, high margin software products 80-
90% margins - then decide what works for #prodmgmt #prodmgmttalk -3:14 PM Jul 16th, 2012
ProdMgmtTalk A1 Biz make a conscious decision based on biz model about how to
organize #prodmgmt sales driven is a stage at beginning #prodmgmttalk -3:15 PM Jul 16th, 2012
ProdMgmtTalk #Prodmgmt is 1 tree with 2 branches says@GregGeracie 1. tech &
services #prodmgmt influence 2. consumer B2C w/full P&L resp #prodmgmttalk -3:16 PM Jul
16th, 2012
ProdMgmtTalk Please visit our sponsor @AIPMM for upcoming webinars, trainings, news &
certification http://t.co/ehPeS4Vk#prodmgmttalk -3:17 PM Jul 16th, 2012
ProdMgmtTalk Consumer package goods have decentralized#prodmgmt called brand mgr,
prod strategist, biz analysts#prodmgmttalk -3:18 PM Jul 16th, 2012
ProdMgmtTalk Today is an education in what centralized vs. decentralized #prodmgmt
means and the implications for biz w/ @HakanKilic #prodmgmttalk -3:19 PM Jul 16th, 2012
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 5
6. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
cindyfsolomon #ProdMgmtTalk live on the air w/ @HakanKilic @GregGeracie
@CindyFSolomon Listen now athttp://t.co/l4lfapmS #BlogTalkRadio -3:19 PM Jul 16th, 2012
ProdMgmtTalk @HakanKilic Suggested book: The World is Flat http://amzn.to/Pdhgcc
#prodmgmt #prodmgmttalk -3:21 PM Jul 16th, 2012
ProdMgmtTalk Q: What triggers company to switch from centralized to decentralized
#prodmgmt structure? #prodmgmttalk -3:23 PM Jul 16th, 2012
KellyMarsh_ RT @HakanKilic: Starting my chat on centralized vs de centralized product
management on #ProdMgmtTalk, welcome on! Will be answering twitter -3:23 PM Jul 16th, 2012
ProdMgmtTalk A: @HakanKilic is intrigued by psychology of#prodmgmt teams and
orgs #prodmgmttalk -3:24 PM Jul 16th, 2012
ProdMgmtTalk Welcome @KellyMarsh_ Listen here http://t.co/LgrbAeL5 #blogtalkradio
#prodmgmttalk -3:24 PM Jul 16th, 2012
product_anon RT @ProdMgmtTalk: Today's background resources: http://t.co/53fAbTIV
#prodmgmttalk -3:25 PM Jul 16th, 2012
ProdMgmtTalk @HakanKilic says how #prodmgmt is organized is based on VP #ProdMgmt
changes in Exec and M&A activity (mergers & acquisitions) #prodmgmttalk -3:25 PM Jul 16th, 2012
ProdMgmtTalk Culture of company will define how #prodmgmtis organized based on how
product generates revenue, channels, partners, compet #prodmgmttalk -3:27 PM Jul 16th, 2012
ProdMgmtTalk A third trigger for what causes how #prodmgmtis organized - understand
your exit strategy - IPO, purchased, 3-5 yr plan #prodmgmttalk -3:28 PM Jul 16th, 2012
ProdMgmtTalk Exit strategy triggered discussion of centralized or decentralized: focus on
processes to shift to SAAS offering#prodmgmttalk -3:29 PM Jul 16th, 2012
ProdMgmtTalk Change of execs, control, market challenges, financial issues all trigger re-
evaluating #prodmgmt org structure... #prodmgmttalk -3:29 PM Jul 16th, 2012
ProdMgmtTalk Centralized #prodmgmt easiest to learn#prodmgmt - enables collaborative
learning, mentoring across functions & horizontal #prodmgmttalk -3:32 PM Jul 16th, 2012
ProdMgmtTalk #ProdMgmt can know too much - get disconnected from other functions w/in
org, hate sales & devs, get cynical & insular #prodmgmttalk -3:33 PM Jul 16th, 2012
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 6
7. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
ProdMgmtTalk Decentralized #prodmgmt harder to learn to be#prodmgr - find more senior
people in role, get efficient vertical understanding #prodmgmttalk -3:34 PM Jul 16th, 2012
ProdMgmtTalk If you're in decentralized #prodmgmt - have to go outside & up to learn
about being a #prodmgr#prodmgmttalk -3:35 PM Jul 16th, 2012
ProdMgmtTalk From @HakanKilic blog http://t.co/vtvHbec8What every executive should
know about organizational structures in #prodmgmt #prodmgmttalk -3:36 PM Jul 16th, 2012
ProdMgmtTalk Centralized #prodmgmt feel more empowered from biz & mrktg perspective
- surrounded by peers w/similar problems x-functions #prodmgmttalk -3:37 PM Jul 16th, 2012
ProdMgmtTalk Make that DE-centralized work across functions with peers in other areas &
feel more connected to biz & mrktg views #prodmgmttalk -3:38 PM Jul 16th, 2012
ProdMgmtTalk Note - all these tweets are happening during the Global Product Management
Talk http://t.co/89not0Kw Join us weekly #prodmgmttalk -3:39 PM Jul 16th, 2012
ProdMgmtTalk Don't give up "WOW" factor in product just to save costs says @HakanKilic
#prodmgmttalk -3:39 PM Jul 16th, 2012
KellyMarsh_ RT @ProdMgmtTalk: Don't give up "WOW" factor in product just to save costs
says @HakanKilic #prodmgmttalk-3:40 PM Jul 16th, 2012
ProdMgmtTalk Best to have a mentor to get coached within#prodmgmt - mentorship most
effective at creating excellence #prodmgmttalk -3:40 PM Jul 16th, 2012
ProdMgmtTalk Centralized #prodmgmt - more aligned w/corp strategy, easier access to
senior Execs at corp level #prodmgmttalk -3:41 PM Jul 16th, 2012
ProdMgmtTalk Google culture provides access to execs - centralization supports that - will
identify problems across multiple products #prodmgmttalk -3:43 PM Jul 16th, 2012
ProdMgmtTalk Centralized #prodmgmt enables excellent, cohesive #UI and one voice of
the customer & one view to the customer #prodmgmttalk -3:44 PM Jul 16th, 2012
ProdMgmtTalk Career pathing - centralized #prodmgmt teams give broader level of
engagement w/seniors in the org#prodmgmttalk -3:45 PM Jul 16th, 2012
ProdMgmtTalk If you're in engineering org as #prodmgmt & want to get into strategy,
mrktg - can't get there easily in decentralized org #prodmgmttalk -3:46 PM Jul 16th, 2012
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 7
8. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
ProdMgmtTalk #Prodmgmt should be cognizant of how the org they're entering is organized
for their career growth & learning#prodmgmttalk -3:47 PM Jul 16th, 2012
ProdMgmtTalk Tech #prodmgmt can get stuck - centralized situations allow going up the
chain to VP level - but might never leave #prodmgmttalk -3:48 PM Jul 16th, 2012
ProdMgmtTalk Decentralized #prodmgmt can get very rounded or too specialized
depending on where you report into#prodmgmttalk -3:48 PM Jul 16th, 2012
ProdMgmtTalk Question about Ryma to @HakanKilic - single challenge that may have been
overcome by implementing either of these approaches? #prodmgmttalk -3:49 PM Jul 16th, 2012
ProdMgmtTalk @HakanKilic managed packaged product - if had allowed decentralized
#prodmgmt would have enabled more success w/in channel #prodmgmttalk -3:49 PM Jul 16th,
2012
ProdMgmtTalk What's corporat objective? What's business objective? Need to know to
determine centralized vs. decentralized #prodmgmt #prodmgmttalk -3:52 PM Jul 16th, 2012
ProdMgmtTalk @HakanKilic loved @RymaTech & Featureplan product - ate their own
dogfood...explosion of #prodmgmt tools in market w/ @OneDesk #prodmgmttalk -3:53 PM Jul
16th, 2012
ProdMgmtTalk @HakanKilic says Less is more - #prodmgmthave to face so much - tools vs.
specialized tools - these events help define needs #prodmgmttalk -3:54 PM Jul 16th, 2012
ProdMgmtTalk Do either approach increase likelihood of successful new product
development? Decentralized#prodmgmt enables innovation #prodmgmttalk -3:55 PM Jul 16th,
2012
ProdMgmtTalk @HakanKilics new position understands marktg & engineering need to work
together - past the tipping point to enable centralize #prodmgmttalk -3:56 PM Jul 16th, 2012
ProdMgmtTalk Thank you to our sponsor @AIPMM #prodmgmttalk -3:56 PM Jul 16th, 2012
ProdMgmtTalk Listen iTunes http://t.co/j02TOPNR Android App http://t.co/4owrgJup Follow
Blogtalkradio for reminders http://t.co/rgViu7aT #prodmgmttalk -3:56 PM Jul 16th, 2012
ProdMgmtTalk Join us next week for Innovation: The Result of the Intersection of Invention
and Value w/ Jose Briones, PhD@brioneja #prodmgmttalk -3:56 PM Jul 16th, 2012
ProdMgmtTalk Thank you to our speaker @HakanKilic and co-host @GregGeracie
#prodmgmttalk -3:57 PM Jul 16th, 2012
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 8
9. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
ProdMgmtTalk Like Us on Facebook http://t.co/ppUBptJB Join Us on LinkedIn
http://t.co/2SwVjB0o #prodmgmttalk -3:57 PM Jul 16th, 2012
schmediad The reality is that there's a bit of both these days: decentralised to collaborate,
centralised for discipline#ProdMgmtTalk - so agree! -3:57 PM Jul 16th, 2012
schmediad Also suspect that decentralised structures reduces agility/speed to market of
products - WDYT? #prodmgmttalk-3:58 PM Jul 16th, 2012
ProdMgmtTalk @schmediad Thanks for joining the discussion - the live broadcast just
ended your tweet comments will be in transcript #prodmgmttalk -4:04 PM Jul 16th, 2012
ProdMgmtTalk Awesome tweeps! @crowdsummit @agileval @aipmm @kellymarsh_
@product_anon @schmediad @hakankilic @ycnt_ibdonlyjen @greggeracie
@cindyfsolomon #prodmgmttalk -4:06 PM Jul 16th, 2012
ProdMgmtTalk Listen iTunes http://t.co/j02TOPNR Android App http://t.co/4owrgJup Follow Blogtalkradio
for reminders http://t.co/rgViu7aT #prodmgmttalk
Today's twitter stats: 106 tweets generated 191,980 impressions, reaching an
audience of 24,091 followers
Thank you tweeters: @crowdsummit @agileval @aipmm @kellymarsh_ @product_anon
@schmediad @hakankilic @ycnt_ibdonlyjen @greggeracie @cindyfsolomon
Thank you @HakanKilic & co-host @GregGeracie for an informative talk today! Everyone's
participation appreciated!
Thank you to our sponsor @AIPMM Subscribe to the AIPMM News & Views newsletter:
http://conta.cc/MFxKMe
Please Join #ProdMgmtTalk next week for Innovation: The Result of the
Intersection of Invention and Value w/ Jose Briones, PhD @brioneja
http://bit.ly/MGEZQZ
Follow for reminders: http://www.blogtalkradio.com/prodmgmttalk
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 9
10. Transcript from July 16, 2012: Global Product Management Talk
@HakanKilic, Senior Product Manager
Centralized vs. Decentralized Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr
Global Product Management TalkTM is a weekly mini-product camp Socratic
discussion of pre-posted questions with live audio of thought leader and co-hosts
commenting.
Converse with us #prodmgmttalk http://bit.ly/i4EihK
Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr
Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx
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Reach a global audience http://t.co/XTteZ8AW
Follow for Reminders! http://bit.ly/nbw9Yr
Crowdsourced content of live product, tech, startup & SF events
http://bit.ly/JQoUpT
For Product Managers that don’t get a chance to leave their desk and participate in Product
Talks in person, we’ve brought Product Talks to you via podcast and twitter @prodmgmttalk
Join us monthly in San Francisco for Startup Product Talks!
_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com
Sponsor us http://bit.ly/gF0Tt3 Thank you.
@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 10