Functions of a Good Product Manager
Astute product management requires the product managers involvement at every phase of the product lifecycle. Starting with the initial conceptualization and coordination with the different departments, including liaising with finance, legal and other teams, and finally, driving the product to launch and after sales service by interacting with the sales and marketing functions.
To take each of these phases and analyze the functions of a good product manager, the following points need to be underscored:
Of course, this does not mean that the product manager has to be a jack of all trades. The point here is that the product manager (in small companies) and the product management (in big companies) has the responsibility of being the point of contact or the go to person as far as overall responsibility of the product is concerned. Hence, without putting a finger in each pie, the product manager nonetheless should not lose sight of the big picture nor the attention to detail that separates effective product management from pedestrian product management.
The important thing to note is that the product manager must establish credibility with the different teams and the customers. In a way, the product management function is both external facing (customer centric) as well as internal facing (satisfaction of the internal stakeholders). So, a product manager must essentially be customer focused and at the same time must be cognizant of the needs of the internal stakeholders.
In conclusion, it is all about finding the right balance between the needs of the marketplace and the capabilities of the company. Only by matching these two and balancing the restraining and driving forces can there exist equilibrium in the organization in its internal and external dealings as far as product launches are concerned. So, product management is like a soap opera where the product manager is the conductor and the different teams the players or the members of the orchestra. Unless a product manager directs all the stakeholders to act in unison can there be music. Otherwise, there would be noise.
- Product Management - Introduction
- The Need for Product Management
- Value of a Product Manager
- Product vs Brand Management
- Innovation and Product Management
Authorship/Referencing - About the Author(s)
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