Product Management or Product Manager or Product Marketer

1. Product Management Roles 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

5. Product Manager
Product Marketer

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

12. Framing
What We Do

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

16. More About The
Product Manager

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.
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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

21. Product Manager Responsibilities:
Launch
Internal Training Contributor

22. More About The
Product Marketer

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

31. Its Important to
Stay Focused

32. So….
Don’t Manage
Project
Deliverables
and Timeline

33. Refrain
From
Fighting
Fires…

34. I stay
focused on
the user
I stay
focused on
the buyer
Product Manager
Product Marketer

35. Connect with Brainmates
35
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#prodmgmt
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