Trailblazing Girls in Product Administration: Angela Fleming, VP Product at FreeAgent | Productside

For our subsequent installment of our Girls in Product Administration Collection, I interviewed Angela Fleming, VP Product at FreeAgent.  

Nicole:  Welcome, Angela, thanks a lot for sharing your insights and journey by the world of Product Administration.

Laura: Thanks, Nicole, for having me. It’s an actual pleasure to affix you.

I’d love to start out with how you bought into Product Administration.

I’ve been in Product Administration for over 14 years now. I started my profession considerably by probability. My path to changing into a Product Supervisor was not conventional or linear. I didn’t come from a tech background, which is extra standard. I got here from the enterprise aspect. I labored within the automotive sector within the retail area doing advertising CRM. Then I moved to an automotive tech firm the place I took on a enterprise consultancy position. I used to be a buyer of the software program, then I grew to become a guide serving to folks similar to me use the software program. I labored alongside totally different departments throughout the tech firm, giving suggestions from prospects. I left that firm to work for an automotive retailer startup firm, beginning up the enterprise from the advertising and CRM aspect. It was mainly an apprenticeship on constructing a enterprise for me, roll your sleeves up, get into all facets, do the whole lot in constructing that up. It was an actual training for me from that enterprise perspective. Whereas I used to be there, a pal reached out to say there was a Product Administration position that got here up and he felt that I used to be the best particular person for it. I didn’t know what Product Administration was, however I agreed to satisfy with the administration crew, and so they defined they needed somebody to take care of the advertising CRM software program from a Product Administration perspective. Since I had lots of expertise as a consumer and a guide, it appeared like a superb match.

I really like how so many roads can result in Product Administration. What’s it that you just actually love about Product Administration?

Once I began, I spotted that I had a ardour for understanding buyer issues. I feel that additionally got here from my consultancy roles that I had beforehand. I used to be translating the issues and insights into what may presumably clear up the issues. It allowed me to make the most of my expertise as a result of the portfolio I used to be taking care of was advertising options, for instance automation instruments, and marketing campaign administration instruments , issues that I used as a marketeer on a day-to-day foundation. Having that area data and that in-depth understanding of the position that I used to be looking for to serve was very helpful. And that’s the half I actually get pleasure from, understanding what that drawback is, actually digging into it by happening totally different routes, bringing out your assumptions, after which discovering belongings you didn’t even think about. That constructed up my expertise as a Product Supervisor, but in addition my data of the product growth course of and product technique, pondering large image, long run. That’s what began to actually excite me.

Out of your previous expertise wanting forward, what is actually inspiring you about Product Administration at this time?

Once I began, the engineering aspect was king. A whole lot of tech firms didn’t actually have Product Administration illustration. Now, the will for folks to maneuver into Product Administration is actually robust. Expertise is rising a lot, new startups on daily basis, new concepts, the alternatives are incredible. There’s a confidence—I’ve bought an thought, I see an issue, I feel I understand how to unravel it, and I’m going to place my cash the place my mouth is and pursue that. That’s very inspiring.

I really like books and listening to podcasts. One guide I at all times suggest is, “Escaping the Construct Lure”, by Melissa Perri. I discover her work very inspiring and insightful. She shares the significance of shifting focus from outputs to outcomes. That’s had a profound affect on my strategy to Product Administration, specializing in the worth we’re bringing to the issue we’re attempting to unravel. She wrote one other guide with Denise Tilles referred to as “Product Operations”, which is a brand new perform I launched into our organisation at FreeAgent initially of the 12 months. Her guide was actually insightful for our journey to maneuver into that perform as nicely.

Nice suggestions. Are you able to give us some examples of how you may have moved from outputs to outcomes?

At Free Agent, we use the Jobs-to-be-done framework, specializing in what job the consumer is attempting to realize and the way finest to serve that job. Your prospects could have quite a lot of totally different jobs, for instance core jobs which can be must-haves, and extra secondary jobs. We’re very targeted, and we use jobs-to-be-done in all facets of the way in which we work. We continually consult with it as we construct a method across the core jobs that we’re looking for to help. It’s undoubtedly a framework I like to recommend utilizing. It lets you actually concentrate on that, the duty of your consumer, your buyer, and the worth that you really want them to have from utilizing your resolution to try this specific job. It lets you concentrate on that worth.

In implementing this framework, inform me about working with different stakeholders within the firm. Many of us in Product Administration may not have authority, however they should affect different stakeholders. Are you able to share an instance of the way you and your crew are doing that?

With the jobs-to-be-done framework, you even have the ODI, or End result Pushed Innovation, that focuses on how nicely a selected job is served, the satisfaction stage versus the extent of significance. That’s one thing we launched with our consumer analysis crew prior to now 18 months. We’ve been taking a look at that ODI evaluation throughout totally different buyer channels. In addition they use jobs-to-be-done of their methods of working, however bringing in that satisfaction versus significance stage to get a scoring helps us prioritise. Our consumer analysis crew is a part of our design aspect throughout our product, design and engineering org, in order that’s an instance of us working carefully collectively to search out that info with the intention to make the fitting selections going ahead.

Let’s speak about hiring. I really like that your former colleague reached out to you figuring out you’d be good. As VP, how do you rent Product Managers in your crew? What are these attributes that rise to the highest that you just actually prefer to see while you’re evaluating candidates?

For me, it’s vital to search out people who find themselves going to be the fitting cultural match for our organisation. Questions enable us to get a bit extra perception, like what about FreeAgent appeals to you, and may you share an instance of a profitable product you’ve launched? How someone describes that offers us lots of perception into the way in which they work. I’m on the lookout for individuals who exhibit robust empathy. If they can not empathize with the shoppers they’re seeking to serve and so they can’t recognize the totally different ache factors they’ve, that’s a flag to me. Perhaps that particular person is just not proper for us at FreeAgent. However in addition they want actually good listening abilities and may tackle info and digest it. We’re very knowledge knowledgeable so having that analytical ability set is advantageous for the position as a result of we use knowledge for determination making. Being snug with utilizing knowledge is vital.

Now I wish to pivot to ladies particularly. We use this phase to encourage ladies to think about Product Administration as a profession. Do you may have recommendation particularly for ladies?

Don’t suppose you want a tech background. I’ve demonstrated that’s not needed. You study the extent of technical understanding you want for Product Administration as you’re employed with engineers. Should you’re seeking to break into Product Administration, be proactive, and search out alternatives to develop related abilities. Display empathy, convey that perception into conversations throughout the enterprise. Display openness to construct belief inside groups. Are there any product-related initiatives that you could be a part of? Work alongside folks in that position and observe.

There’s numerous incredible books. I discussed Melissa Perri. There’s additionally Marty Cagan and an amazing guide by David Pereira, “Untrapping Product Groups”. And I at all times suggest discovering a mentor. It’s good to have somebody present steerage and help and share alternatives by their networking. A mentor is a superb benefit to have as you break into Product Administration. That and networking which is significant. Join with different Product Managers by business occasions, on-line boards {and professional} teams. Networking is nice for listening to about alternatives the place you may get a advice. If someone recommends you for a job, that might provide help to break into Product Administration. Don’t be afraid to advocate for your self. Numerous views are extremely helpful in Product Administration.

I really like all of the insights and the guide suggestions. Thanks a lot for being with us and for sharing your ardour with us at this time, Angela.

Thanks for having me, Nicole, I actually loved it.