2. Outline
1. What is Product Management?
2. The role of Product Management
3. Product Marketing
4. Product Development
5. What do Product Managers do?
6. How to become a good Product Manager?
3. What is Product Management?
Product management is an organizational lifecycle
function within a company dealing with the
planning, forecasting, or marketing of a product or
products at all stages of the product lifecycle.
4. The Role of Product Management
The role of Product Management is to define,
develop, deploy and maintain products and
services that:
Provide more value than the competition.
Help build a sustainable competitive
advantage
Deliver measurable benefit to the business
5. The Role of Product Management
Product Management
Product Marketing Product Development
6. Product Marketing
Product Life Cycle considerations
Product differentiation
Product naming and branding
Product positioning and outbound messaging
Promoting the product externally with press, customers and partners
Conducting customer feedback and enabling (pre-production, beta
software)
Launching new products to market
Monitoring the competition
7. Product Development
Testing
Identifying new product candidates
Gathering the voice of customers
Defining product requirements
Determining business-case and feasibility
Scoping and defining new products at high level
Evangelizing new products within the company
Building product roadmaps
Developing all products on schedule, working to a critical path
Ensuring products are within optimal price margins and up to
specifications
8. Solve problems.
Understand customers needs and wants.
Develop solutions to satisfy needs & wants.
Have a duty to deliver and maintain financial benefits to
the business.
What do Product Managers do?
9. True
Being the heart, mind, and voice
of the user
Facilitating cross-functional
teamwork
Meeting an end-goal with fixed
time and resources
Leading people along a product
journey
Being positive and practical
False
Being the most important
voice
Being the only idea-generator
Being a designer
Being a programmer
Optimizing websites
Writing marketing collateral
10. Good Product Management is about delivering products that
customers love.
Product Managers use logic, insight and a degree of
creativity, developing, deploying and maintaining these
products.
They must guide and collaborate with other parts of the
business and external stakeholders.
Product Managers have a duty to deliver measurable
benefits to their organisation.
How to become a good Product
Manager?