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Product Management Roles Explained
Product Management
Is A Broad
Organisational
Function
It Stands to Reason …
There Is More Than 1 Role
In Product Management
But 2 Roles Standout
Product Manager
Product Marketer
I focus on
the user I focus on
the buyer
Product Manager
Product Marketer
I get excited
about solving
problems
I get excited
about selling
products
Product Manager
Product Marketer
I work closely
with
Development
I work closely
with Sales /
Marcomms
Product Manager
Product Marketer
I read up on
the latest
technology
trends
I read about
sales
optimisation
Product Manager
Product Marketer
My KPI is
cost My KPI is
revenue
Product Manager
Product Marketer
Together we are responsible for
Gross Margin
Product Manager
Product Marketer
Framing
What We Do
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.
As You Can See…
We Do A Lot!
Don’t Make Us Do More
More About The
Product Manager
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
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
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
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
Product Manager Responsibilities:
Launch
Internal Training Contributor
More About The
Product Marketer
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
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
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
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
But There Are
Other Product
Management
Roles As Well
Especially In Larger
Organisations Requiring
More Specialisation
1. Product Strategist
2. Product Analyst
3. Product Owner
4. Product Development
5. Product Designer
6. Producer
These Roles Share
SOME Of The
Responsibilities Of The
Product Manager And
Product Marketer
Its Important to
Stay Focused
So….
Don’t Manage
Project
Deliverables
and Timeline
Refrain
From
Fighting
Fires…
I stay
focused on
the user
I stay
focused on
the buyer
Product Manager
Product Marketer
Connect with Brainmates
35
Brainmates Group @Brainmates
#prodmgmt
Facebook.com/Brainmates
www.brainmates.com.au info@brainmates.com.au + 61 2 9923 8147

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Product Management Roles - Briefly Explained

  • 2. Product Management Is A Broad Organisational Function
  • 3. It Stands to Reason … There Is More Than 1 Role In Product Management
  • 4. But 2 Roles Standout
  • 6. I focus on the user I focus on the buyer Product Manager Product Marketer
  • 7. I get excited about solving problems I get excited about selling products Product Manager Product Marketer
  • 8. I work closely with Development I work closely with Sales / Marcomms Product Manager Product Marketer
  • 9. I read up on the latest technology trends I read about sales optimisation Product Manager Product Marketer
  • 10. My KPI is cost My KPI is revenue Product Manager Product Marketer
  • 11. Together we are responsible for Gross Margin Product Manager Product Marketer
  • 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. As You Can See… We Do A Lot!
  • 15. Don’t Make Us Do More
  • 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. 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. 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. 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
  • 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. 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. 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. 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. But There Are Other Product Management Roles As Well
  • 28. Especially In Larger Organisations Requiring More Specialisation
  • 29. 1. Product Strategist 2. Product Analyst 3. Product Owner 4. Product Development 5. Product Designer 6. Producer
  • 30. These Roles Share SOME Of The Responsibilities Of The Product Manager And Product Marketer
  • 34. I stay focused on the user I stay focused on the buyer Product Manager Product Marketer
  • 35. Connect with Brainmates 35 Brainmates Group @Brainmates #prodmgmt Facebook.com/Brainmates www.brainmates.com.au info@brainmates.com.au + 61 2 9923 8147

Editor's Notes

  1. Version 1.2