In the digital era, marketers are the heroes who are required to steer innovation that meets customer expectations while product managers become key decision-makers that adapt product and product cycles to create the perfect customer experience. Product managers connect engineers, marketers, designers, salespeople, and customer success managers while managing every aspect of the product from conception through launch. Now more then ever, product managers are responsible for setting the stage for a seamless user experience within the product and optimizing the customer journey. Digital transformation requires companies to concentrate their focus on customer experience and therefore, product design, user onboarding and customer support become essential elements that determine the success of a product. Product managers of the digital era need to be able to meet these new expectations and consider CX as their first priority and goal. But that’s not all. Here’s a list of characteristics that define successful product managers in a customer-centric market.

1. KEY REQUISITES FOR SAAS
PRODUCT MANAGERS IN A CX-
CENTRIC WORLD
A list of indispensable characteristics of successful Product
Managers in the digital era
P R O D U C T M A N A G E M E N T

2. OWNERSHIP AND LEADERSHIP
Product Managers need to be fast decision-makers in key strategic
areas that define successful operations.
Why?
As CEOs of their product, they coordinate critical activities spread
through different departments to guarantee an alignment of
company vision.

3. MANAGE AND MAKE SENSE OF
BIG DATA
In addition to being focused on who, why, how
and when of their product they now need to
take responsibility for every step that users
take within their solution
SaaS companies are required to deploy
technology that allows them to collect data and
analytics.
Product Managers need to manage,
visualize & interpret this information.

4. THEY DEAL WITH TRADE-OFFS IN A FAST-
PACED WORLD
Product managers of the digital era know how to
combine speed of implementation and execution
with data-driven accuracy and purpose.

5. THEY VALUE MEASURED
FLEXIBILIY
Product managers know how much freedom
of customization they can plan and also how
fast they need to adapt the product to meet
floating demand and expectations.
THEY MASTER KEY
KETRICS
Product managers know all the tactics that
boost customer retention , activation, and
reduce churn.

6. RESEARCH AND ABSORB RELEVANT
IMFORMATIONOWNERSHIP AND
LEADERSHIP
They’re familiar with their competitors and the key features of
their application
They know everything about changes in technology and customer
preferences.
They avidly consume tear-downs, trials and demos together with
product reviews and researching new solutions that could be
integrated at different stages of the customer journey.

7. THEY COMBINE BIG PICTURE
WITH MANAGEMENT
Effective cross-functional cooperation relies
on the fact that product managers can
create short-term plans for feature releases
while communicating long-term goals
throughout the entire product road map.
THEY SHOW TECHNICAL
COMPETENCE
The ability to discern between essential,
important and good-to-have features needs to
be combined with the awareness of the
processes and limitations that are inherent to
engineering and development.

8. EXPANDING THEIR VISION BEYOND THE
BORDERS OF THEIR PRODUCT
Product managers need to look way past the
border of their product and envision all the
possible ramifications and integrations within
intricate ecosystems.
APIs become essential components that need
to be managed alongside the product itself

9. THEY WORK WITH THE RIGHT
TOOLS AT THE RIGHT TIME
Great product managers of the digital era
know several tools that can streamline and
facilitate planning and execution.
THEY DEAL WITH
COMPLEXITY AND
MODULARITY
Product managers need to maintain an
overview of all the expectations of different
customer personas and create bundles of
features that can be packaged together for
different tiers.

10. PUTTING ‘WHY’ AND ‘WHY NOW’ BEFORE
‘WHAT’
In order to prioritize and finalize a product road map, modern product
managers must challenge themselves with questions.
The starting point of every decision is wondering ‘why’ and iterating
this very same question multiple times until the root purpose of each UI
change or new feature is reached.

11. CHOOSING THE RIGHT TALENT
POOL
Successful Product Managers can spot
the most suitable talents that will support
their product strategy.
product managers now need to work a task
force that involves developers, designers,
product marketers, data analysts and operation
managers

12. A product management strategy takes into account every step of the
customer journey.
One of the most important stages along the journey is the onboarding
phase, the very first time users get in touch with your product.
T H E F U T U R E O F P R O D U C T
M A N A G E M E N T

13. Would you like to eliminate churn and
boost user activation?
Learning how to eliminate frustration
and confusion during the onboarding
phase dramatically reduces churn
and is the first step toward customer
success.
HOW CAN YOU PREPARE
YOURSELF?

14. BOOST ACTIVATION AND ELIMINATE
CHURN
by automating and optimizing User Onboarding
SEE HOW