2004 Canadian Responses
Each year Pragmatic Institute conducts a survey of product managers and marketing professionals. Our objective is to provide Pragmatic Institute clients with industry information about compensation as well as the most common responsibilities for product managers and other marketing professionals.
50 product management and marketing professionals responded to the survey from Ontario and British Columbia. 74% of the companies are based in Canada; 18% in the US, and the rest in UK or Europe.
The survey was conducted during the period of March 1-8, 2005 using WebSurveyor.
Profile of a product manager in Canada
The average Product Manager is 35 years old;
94% claim to be 'somewhat' or 'very' technical;
85% have completed college, 39% have some MBA classes,
and 32% have completed a masters program;
15% are female, 85% are male.
The typical product manager has responsibility for three products.
- 47% report to a director
- 35% to VP
- 30% report directly to the CEO
- 30% are in either Marketing or Sales & Marketing
- 20% are in the Product Management department
- 9% are in Development or Engineering
Impacts on Productivity
Product managers receive 55 emails a day and send about 25.
Product managers spend roughly two days a week in internal meetings (12 meetings/week).
But 49% are going to 15 meetings or more each week, and 24% attend 19 or more meetings!
Working with requirements
The majority of product managers are researching market needs, writing requirements, and monitoring development projects.
- 68% researching market needs
- 51% preparing business case
- 23% performing win/loss analysis
- 80% monitoring development projects
- 79% writing requirements
- 48% writing specifications
Working with marketing communications and sales
Product managers also spend time providing technical content for marcom and sales.
57% writing promotional copy
48% approving promotional materials
18% working with press and analysts
53% training sales people
55% going on sales calls
Average product management compensation (in Canadian $) is
plus $12,130 annual bonus
(84% of product managers get a bonus)
Our bonuses are based on:
- 49% company profit
- 26% product revenue
- 37% quarterly objectives (MBOs)
Over 37% say the bonus does not motivate at all and only 5% say the bonus motivates a lot.
Regional impact on compensation
| ||Female|| || ||Male|| || ||Overall|| |
(1) compensation only calculated when survey received 7 or more responses
Product Management ratios within the company
How are product managers allocated relative to other departments?
For each Product Manager (PM), we find:
- 3.5 Products
- 1.11 development leads or managers
- 10.00 developers
- 0.67 product architects
- 0.35 user interaction designers (fewer than 50% of companies have any UI designers)
- 2.67 sales people
- 1.11 sales engineers/pre-sales support (2.4 per sales person)
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