Product Manager: The role and best practices for beginners

She is a former Google Tech Entrepreneur and she holds an MSc in International Marketing from Edinburgh Napier University. Continue the job description with a clear explanation of why you are hiring for this position. This is a good place to reveal if this is a new position you have created so that candidates come with the right frame of mind. If you’d like to learn more about how to break into the field, we’ve put together a step-by-step guide on how to become a product manager. The most important step is to develop the essential product management skills. Start with plenty of background reading and topic exploration through blogs, books, and podcasts.

• In a general manner, aspiring product managers can expect to be involved in decisions involving the products’ “when”, “what”, and “how”.
• You need to be able to clearly articulate the business case of a given initiative or feature and then connect back to your product vision and goals.
• To create a product that responds to user needs, product managers conduct extensive market research and analysis.
• This lack of self-awareness could derail more-important priorities or damage the PM’s relationship with engineers, who may lose confidence in their PM when the feature isn’t readily adopted by users.
• Allow yourself the time you need to become the go-to product expert at your organization.

As we’ve seen, the role of the product manager is a varied one, spanning multiple disciplines. The best product managers are excellent communicators, relationship-builders, and problem-solvers. They have some technical know-how, are familiar with user experience principles, and are comfortable working with data. Product management is above all else a business function, focused on maximizing business value from a product. Product managers are crucial to the success of a product and the overall success of a company.

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You need to prioritize which features your team will work on in upcoming sprints. Because every product has a different constellation of customers, businesses, and developers, that every product manager is inherently different, because the type of white space that they’ll occupy is different. They contemplate how users first learn about a product’s existence and their path to purchase. The road to purchase includes marketing awareness and education about a product’s value proposition.

Product managers are also often asked to play the role of project manager and facilitator. “As a PM, my main function was communicating cross-functionally between business and engineering teams, making sure that expectations were clear and that we had a consistent way of measuring progress via KPIs. PMs are also responsible for connecting different departments and driving a culture of cross-functional collaboration. They communicate delivery updates and changes in the roadmap to stakeholders across the organization and make a case for why more time or resources may be needed.

Justify product strategy

Good product managers pump the brakes and start by asking questions. If you’re just starting a product management job, take the first couple of months to talk to as many customers as you can. To be effective product managers, they must project soft power to achieve their goals and secure success for their products. So everyone involved understands why decisions have been made and are on board with them.

There’s value in setting aside enough time all year long to take care of the tasks likely to fall by the wayside once they get into the thick of it all. When product managers understand user needs, they can better articulate and advocate for user needs within the organization. PMs also need to drive alignment within the product team by listening to the team’s feedback and ensuring all team members understand and are on board with the why behind the product vision.

Importance of Product Managers

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Typically, you’ll need at least a bachelor’s degree in business, marketing, finance, or a related field. While it is not required, employers often like to see this as a minimum education level. I know a junior product manager that is nearly universally respected by her team even though initially many of its members would have traded her in for a more seasoned leader given the choice. She took each person on the 30-person team out for coffee and listened to them. That said, there are a handful of skills and practices that any good product manager will need to develop. With end of support for our Server products fast approaching, create a winning plan for your Cloud migration with the Atlassian Migration Program.

What does a product manager do?

A product manager focuses on product strategy to create, distribute, sell, and obtain feedback on a specific product or service. Read more to see if a career in product management may be right for you. Just as there isn’t only one kind of team, one of the most exciting aspects of the product manager role is that there isn’t only one way to do it.

A product manager considers numerous factors such as the intended customer or user of a product, the products offered by the competition, and how well the product fits with the company’s business model. The scope of a product manager varies greatly, some may manage one or more product lines and others (especially in large companies) may manage small components or features of a product. Product management influencer and author Josh Fechter listed data analysis, SQL, A/B testing, and basic coding as technical skills worth adding to the product manager’s tool belt.

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One way product managers can fully understand how their products fit into the lives of their customers is by creating a journey map. That’s why it’s an excellent exercise for a product manager new on the job. Unfortunately, the reality is that there are plenty of times when people don’t cooperate.