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Product Management Roles - Briefly Explained

  1. 1. Product Management Roles Explained
  2. 2. Product Management Is A Broad Organisational Function
  3. 3. It Stands to Reason … There Is More Than 1 Role In Product Management
  4. 4. But 2 Roles Standout
  5. 5. Product Manager Product Marketer
  6. 6. I focus on the user I focus on the buyer Product Manager Product Marketer
  7. 7. I get excited about solving problems I get excited about selling products Product Manager Product Marketer
  8. 8. I work closely with Development I work closely with Sales / Marcomms Product Manager Product Marketer
  9. 9. I read up on the latest technology trends I read about sales optimisation Product Manager Product Marketer
  10. 10. My KPI is cost My KPI is revenue Product Manager Product Marketer
  11. 11. Together we are responsible for Gross Margin Product Manager Product Marketer
  12. 12. Framing What We Do
  13. 13. In A Nutshell…This Is What We Do….. Generate, source, rank a wide variety of ideas and business problems. Select and validate ideas that have value in the market place and will survive against external market conditions. Turn the idea into a concept and evaluate the internal factors that may affect the concept. Engage deeply with customers to deliver an effective solution that solves the target market’s problem. Analyse, define and design the product and consider alternate solutions. Plan external messaging about the value of the product to the market, and articulate product differentiation. Plan and implement the launch process, activities and event. Work closely with the development team to check that the build outcomes meet the market’s requirements.
  14. 14. As You Can See… We Do A Lot!
  15. 15. Don’t Make Us Do More
  16. 16. More About The Product Manager
  17. 17. Product Manager Job Description The Product Manager: Leads the product through its entire lifecycle, from conception to retirement, Making intelligent, informed product decisions at each intersection, That deliver on the business strategy. 17
  18. 18. Product Manager Job Description The Product Manager has: An external perspective: The Product Manager is the ‘user’ expert. He understands the ‘user’ and the user’s environments intimately so that he may create a product that solves the user’s problem better than any other solution in the market. Internal responsibilities: The Product Manager works and communicates effectively with other functions (Development, Customer Service, Finance, Sales and Marketing) in the business to create and deliver an exceptional experience. 18
  19. 19. Product Manager Responsibilities: Ideate Capture & Prioritise Ideas / Features Responsible Explore Market Analysis (Competitors, Trends, Supplier Information etc) Shared Responsibilty Market Strategy Contributor External Customer Research Contributor Opportunity Assessment Responsible Focus Business Case / Investment Justification Responsible
  20. 20. Product Manager Responsibilities: Immerse User Insights Responsible Persona Development Responsible Market Requirements / Customer Stories Responsible Business Requirements Contributor Design Product Requirements Responsible / Contributor Prototype Development Contributor Build Supplier Engagement Contributor Managing Project Contributor Subject Matter Expertise Responsible Testing Contributor
  21. 21. Product Manager Responsibilities: Launch Internal Training Contributor
  22. 22. More About The Product Marketer
  23. 23. Product Marketer Job Description The Product Marketer: Articulates and communicates the value of the product to the market. To deliver measurable benefits to the business. 23
  24. 24. Product Marketer Job Description The Product Marketer has: An external perspective: The Product Marketer is the ‘buyer’ expert. She understands the intricacies of the market which includes the buyer, competitors, the competitive environment and suppliers so that she may create messaging that may affect the sale of the product. Internal responsibilities: The Product Marketer prepares all the necessary collateral and programs to support the sale of the product. 24
  25. 25. Product Marketer Responsibilities: Ideate Capture & Prioritise Ideas / Features Contributor Explore Market Analysis (Competitors, Trends, Supplier Information etc) Shared Responsibility Market Strategy Responsible External Customer Research Responsible Opportunity Assessment Contributor
  26. 26. Product Marketer Responsibilities: Prepare Marketing Plan Responsible Sales Collateral Responsible External Marketing Communications Responsible Launch Launch Plan Responsible Day to Day Product Management Pricing Responsible Acquisition & Retention Programs Responsible Sales and Channel Support Responsible Reporting Responsible Ongoing Customer Sentiment Responsible
  27. 27. But There Are Other Product Management Roles As Well
  28. 28. Especially In Larger Organisations Requiring More Specialisation
  29. 29. 1. Product Strategist 2. Product Analyst 3. Product Owner 4. Product Development 5. Product Designer 6. Producer
  30. 30. These Roles Share SOME Of The Responsibilities Of The Product Manager And Product Marketer
  31. 31. Its Important to Stay Focused
  32. 32. So…. Don’t Manage Project Deliverables and Timeline
  33. 33. Refrain From Fighting Fires…
  34. 34. I stay focused on the user I stay focused on the buyer Product Manager Product Marketer
  35. 35. Connect with Brainmates 35 Brainmates Group @Brainmates #prodmgmt + 61 2 9923 8147

Editor's Notes

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