Since joining Divvy in early 2019, Hogge has had the opportunity to experiment with making PMs more like GMs, something that he’s been toying with for a long time. We wanted to dig in more to learn how this approach came about, how it has worked in practice and ways other product leaders could think about leveraging these same ideas within their own product orgs. It’s certainly not how every product team is run - which is why it prompted all sorts of “But how does this actually work?” follow-up questions in Hogge’s replies on Twitter. PMs lead product reviews every two weeks, which are treated as a board meeting with the exec team and other key stakeholders. PMs have goals for the number of new customers that sign up, as well as the rate that new customers are onboarded successfully. Product jointly with revenue owns the onboarding and signup for all new companies and exclusively owns the signup and onboarding for all customers 0-20 employees (so sales can focus on larger deals). PMs sell - they join sales calls, give demos, and often travel to onsite client visits. sales, revenue, ramp rate, contribution margin, CAC). Product managers have a variable compensation incentive tied to business outcomes (e.g. PMs own actual revenue number for products - sometimes jointly with the revenue team - which means revenue and product teams are much more tightly aligned. It’s not that controversial of an idea - but the way we’ve implemented it at Divvy might be.” “We’ve chosen to do many things to reinforce it across every facet of the role, and that’s what prompted the tweets I shared last year. Other people might agree with that statement, but very few actually put it into practice,” he says. “The main goal for a product manager is not simply to ship software - it’s to deliver business outcomes. But for Hogge, it’s an important starting point. Now, that’s not a new concept in product circles. The bedrock of his philosophy is that PMs are the GMs of their product. In his thread, Hogge outlined how he’s “doing things a little differently” as VP of Product and Strategy at Divvy. Late last year, Tyler Hogge fired off a series of tweets that caught our eye.
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