Product management is a critical function in many technology and consumer product companies. But what exactly does a product manager do? This in-depth guide will provide an overview on what is product management, the key responsibilities, and the skills required to succeed in this fast-paced role.
Product management guides a product from conception to launch and beyond. Product managers act as the voice of the customer and ensure that products meet customer needs.
As Steve Jobs once said, “It doesn’t make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do.” Product managers are those smart people. They identify market opportunities, define requirements, and work closely with engineering, sales, and marketing to bring successful products to market.
Product management sits at the intersection between business, technology, and user experience. Due to this cross-functional nature, product managers must be skilled at collaboration, communication, and influencing without authority.
So, what does a product manager actually do day-to-day? Here are some of the key responsibilities:
Product managers set the strategic vision for their product. It includes conducting market research, developing product roadmaps, defining goals and metrics, and working closely with executives to align priorities.
Product managers are responsible for detailing product requirements, writing functional specifications, and outlining technical needs for engineers. This documentation ensures everyone understands what to build.
To build products that truly solve customer problems, product managers must understand who their users are. It means conducting user interviews, creating user personas, and mapping customer journeys.
Most technology teams today use agile methodologies like Scrum or Kanban. Product managers prioritize features, write user stories, groom product backlogs, and work in sprints to deliver value iteratively.
Product managers analyze data from various sources – user analytics, sales funnels, cohort analyses, etc. – using evidence vs. opinions to inform decisions.
Product managers work closely with engineering, design, marketing, and sales departments to execute the product vision. This collaboration ensures everyone is aligned.
Product managers manage up, down, and across the organization to secure buy-in, influence roadmaps, and negotiate priorities. Strong, soft skills are crucial.
Product managers develop pricing strategies, create marketing plans, and craft sales messaging to launch products to customers successfully.
As you can see, the product manager role is diverse and fast-paced. The fundamentals remain centred on the customer, but the day-to-day varies significantly depending on company structure and industry.
Succeeding as a product manager requires a diverse skill set. Here are some of the key skills and qualifications to look for:
Great product managers have an unwavering focus on the customer. They immerse themselves in customer feedback and let it guide their decisions.
While not expected to be engineers, product managers should have technical literacy to understand tradeoffs and communicate with developers.
Strong data analysis skills allow product managers to draw insights that inform strategic product decisions.
Product managers thrive on working cross-functionally, requiring stellar communication, influence, and relationship-building skills.
Strong critical thinking and problem-solving allow product managers to identify opportunities and craft innovative solutions.
While vision is important, product managers must be action-oriented and tenacious to drive initiatives to completion.
Product managers must lead without authority. Strong leadership skills enable rallying and motivating teams to achieve a shared vision.
The best product managers have a balance of strategic skills and tactical execution abilities. They blend technical depth with business acumen and soft skills. LinkedIn’s 2020 Emerging Jobs Report shows that product management grew 56% year-over-year as organizations recognized the value.
When hiring product managers, companies look for various educational backgrounds and experiences. Here are some of the most common:
Computer Science or Engineering Degrees
However, education is just one part of the equation. According to many hiring managers, relevant work experience, strong analytical skills, and product sense matter significantly more. Passion for technology and building great products is a must.
Many product managers transition from other functions like engineering, consulting, analytics, or marketing. Domain expertise in a specific industry is highly valued as well.
The roles of product manager and product marketing manager are closely aligned but have distinct focuses. Here is an overview:
The roles are highly complementary. Product managers focus on building the right product. Product marketers focus on reaching the right markets. Strong collaboration between the two is key to product success.
Product management is a complex but rewarding role focused on strategizing, solving problems, and delivering product experiences that improve people’s lives.
Great product managers blend empathy, technical skills, business savvy, and leadership capabilities into a cross-functional, customer-focused powerhouse. While challenging, product careers offer immense growth, learning, and impact opportunities.
Product management may be an excellent career path if you’re passionate about technology and thrive at the intersection of business and user experience. Just be prepared to wear many hats!
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
