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The role of a Product Manager

In this article, we’ll cover what a Product Manager is, the skills they need, and the responsibilities they have. This post explains what a Product Manager does, what their role is, and how they can become a valuable asset to a company.

Product Management is one of the most demanding roles in the world right now. It’s a job with a lot of responsibility but is also very rewarding. If you’re interested in the learning of more about what a Product Manager does, then read on.

The role of a product manager

The role of a product Manager is to ensure the success of a product; to use strategy, market and consumer behaviour to build a product that solves a market need and ultimately achieve product/market-fit.

Product Management is a job that is all about creating and managing products. Product managers are in charge of all things related to their product, including its design, development, marketing, pricing, and delivery. They are the people who manage the project from start to finish.

Product Managers are responsible for planning, developing, launching, and maintaining new products and working with Marketing, Sales, and Operations teams to ensure that those products meet the needs of customers. In other words, these Product Managers work closely with Marketing, Sales, and Operations teams to ensure that products are launched on time, meet customer expectations, and grow revenue.

They help define the product strategy and work closely with stakeholders to understand their needs, priorities, and requirements. 

Product Managers are charged with creating a roadmap that will guide development teams through a series of well-defined steps. Product Managers often collaborate with other members of the marketing, sales, and engineering departments to create an integrated product strategy.

What is the role of a product manager?

It is the responsibility of product managers to create products that people use daily. A product manager is tasked with a variety of duties. For this reason, they must ensure that consumer needs and company profits are met. Selecting the best features, price, and marketing tactics falls under this category.

A product manager can respond to questions regarding the goods they are responsible for. The product manager should describe how and why a feature was added when a customer inquires about a feature.

The product manager’s responsibilities span the entire product lifecycle, from customer discovery to delivery. The product manager understands the market, the product, and the customer.

A good product manager is a customer advocate, a product visionary, a team builder, and a strategist.

Their strategic focus and multidisciplinary role make product managers “mini-CEOs.”

The role of product management is to help companies build, launch and sell products. They are involved in all aspects of product development, from defining the market opportunity to defining the product strategy to making sure the product meets customer needs to make sure the company sells the product. 

Some of the product manager’s duties include:

  • Find out what users need by conducting user and market research. Market research and forecasting product demand early: Your company will be well-positioned for success if you conduct market research and forecast product demand early. Review and survey data collection are valuable methods for developing and assessing product success.
  • Defining the product’s long-term strategy. To ensure product strategy alignment, support the team, partners, and external stakeholders.
  • Organize the team around a product roadmap. It is essential to have a product strategy, priorities, and progress outlined in a product roadmap so that we can set priorities for deliverables.
  • Managing the product release backlog Changes, new features, and development issues are recorded in a product backlog. You can document and communicate any inconsistencies when you release a new version.

Product management is a very critical function in any business. In a sense, every business has a product, and they all need a product management team to make that product successful. The product manager can be found in all functional areas, so when you are building your management team, you need to think about who is going to do what.

Product Manager job description

Product managers are responsible for everything a product touches — including design, development, pricing, marketing, and operations. A product manager might be involved in every step of the process and will often be involved in making strategic decisions and overseeing the implementation of those decisions.

Product managers work with the product team to ensure that the product they are working on is both feasible and usable. They also ensure that the product is built in the right way and that it works well for users. This means product managers have to be technically savvy and be able to explain technical issues to non-technical people.

What does a product manager do?

A product manager’s day will vary depending on their employer and the stage of their career. Most companies will have a structured process for how a product manager works. 

1. Understand the business model

Understanding the business model is essential to being a successful product manager. This includes understanding the market, competition, and what makes the company unique. It also means knowing the financial aspects of running a business, such as revenue streams, costs, and profit margins.

Read more about identifying and quantifying business opportunities

2. Create a vision for the future

As a product manager, you should be able to articulate the vision for the future of your company. You need to understand how the company will make money and what its value proposition is. You must also understand the competitive landscape and what differentiates your company from competitors.

Read how to create a compelling product vision.

3. Develop a strategy for the product

Once you have an understanding of your business model, you need to develop a strategy for the product itself. This includes defining the features and functions of the product as well as determining who the target market is. It’s important to think about how the product will fit into the larger picture of the company’s goals.

The strategy is how to get to the vision.

4. Manage the team

As a product manager, you should manage the team that develops the product. You should ensure that everyone involved understands what the product is supposed to do and why it’s needed. You should also make sure that the team has the necessary skills to complete the project successfully.

This is how you can use agile to manage your team

5. Communicate with stakeholders.

It’s important to communicate clearly with your stakeholders so that they understand exactly what you need them to do. This will help you avoid misunderstandings and delays.

Read more about stakeholder analysis

Skills of product manager

There are a number of ways to be successful at product management. Here are some of the skills needed:

  • Understanding customer needs: They have ability to empathize with the needs of the customer
  • Ability to see problems with the current product
  • Ability to be objective 
  • Ability to think outside the box
  • Ability to look for ways to create value
  • Ability to motivate others to work towards a common goal

Product managers are the main people in charge of their products, from defining features to creating the user experience. They must keep in mind their users’ needs and expectations as they create new products, iterate existing ones, or improve those in the market.

Product Manager vs Product Owner

Read more about Product Manager vs Product Owner.

Different mindsets

The role of the product manager is to find what users want, prioritize what to build next, and organize the team around a product roadmap. Creating and organizing a product backlog that maximizes the end-user experience is the product owner’s responsibility.

Many factors influence how these roles work properly from one business to business. A few examples are product maturity, organization size, departmental structures, Scrum and agile adoption, and company philosophy.

It’s hard to differentiate between the roles because they all share the same goal. Product owner and product manager roles overlap, but the product management process assigns distinct responsibilities.

In conclusion a Product Manager is a strategic employee who oversees the product vision and market. In contrast, a Product Owner is more systematic and will translate strategy into actionable tasks. Product Owners are common in Agile teams due to the term’s origins in Scrum. A product owner is effective within a Scrum process, whereas a project manager can exist outside of Scrum.

What does it take to become a great product manager?

Without a doubt, a product manager must be able to be a leader, a problem solver, and a great communicator.

Being a product manager requires a lot of responsibility, so the product manager must be able to deal with pressure and stress. The product managers must be able to think creatively and effectively and must be able to lead and motivate a team.

For a product manager to be successful, he or she must know how to think and communicate clearly, build and manage a team, and effectively deliver results. 

Consider taking some of our product manager courses to level-up your skills

Career path for product manager

As a product manager, you work with stakeholders, who are usually business people, to build out a product strategy. You help define users’ needs and then develop solutions that solve those problems. That means making sure your team has the resources they need and is motivated. You work with stakeholders to define user needs. And you work with engineering to ensure that the product is built to be as intuitive as possible.

Hire a freelance consulting product manager

If you’re a business owner, you’re probably looking for ways to grow your company and make more money. There’s no other better way to do this than hiring a freelance product manager. Product managers are the key to any successful business—they make sure that everything is running smoothly so that your good team can focus on what they do best. Product managers also work closely with the marketing department to ensure that your products are well-marketed and have the best chance of making money. 

A freelance consultant is someone who is hired on a temporary basis to solve a specific problem or to provide a certain service. Product managers are hired by companies or individuals who want them to do specific work for them. When a company hires a freelance consultant, they are paying for a set amount of time, and the consultant is paid a set hourly rate. Freelance consultant product managers can be hired for any type of job, and they usually have the flexibility to choose when they work and how long they work for each client.

Consulting and interim Product Managers

Hire a freelance product manager


In conclusion, Product Managers are the brains behind your company’s product vision and roadmap. They ensure that your product development process is aligned with your business goals, and they drive the execution of the roadmap to achieve those goals. 

Indeed, a product manager is a key role in any company. They are responsible for planning, launching, and managing a product from idea to launch and through scale up..

Frequently asked questions about being a product manager

What is a Product Manager?

In short, the product manager decides what to build next. Product managers work in teams and are responsible for their own products. They are more often the primary point of contact for the customers, and they are expected to be able to communicate effectively and solve problems. Product managers work closely with business analysts, engineers, marketers and salespeople. They can also work with other product managers and executives, and stakeholders at the company.

What does a product manager do exactly?

Product managers work in teams and are responsible for their own products. They are more often the primary point of contact for the customers, and they are expected to be able to communicate effectively and solve problems.

Product managers work closely with business analysts, engineers, marketers and salespeople. They can also work with other product managers and executives, and stakeholders at the company.What is required to be a product manager?

What is required to be a product manager?

If you want to be a product manager, you need to have a passion for creating great products and a strong desire to be successful in your career. You also need to have excellent analytical and communication skills and an ability to work well under pressure.

The best way to get into product management is to start in another role within the company and then transfer to product management. Another way is to find a product manager who is looking to hire someone. You can also apply directly to a any type of company that has a product manager position available.

What does a product manager do everyday?

Product managers work in teams and are responsible for their own products. They are more often the primary point of contact for the customers, and they are expected to be able to communicate effectively and solve problems. Product managers work closely with business analysts, engineers, marketers and salespeople. They can also work with other product managers and executives, and stakeholders at the company.

Product manager vs project manager

A project has a beginning and and end, a product does not. Project managers facilitate and lead the planning, ongoing control and the delivery of projects. They are ultimately responsible for delivering the project on time, on budget and within scope.

Read more about the differences between Product Manager vs. Project Manager

Product manager vs Scrum Master

Scrum master is a role in scrum responsible for the process and ensures the team is happy while performing. They remove impediments, Product managers focus on understanding a business’s “product” whereas Scrum Masters focus on the “process.”

Sebastian Krumhausen
Sebastian Krumhausen
Sebastian is a product management coach experienced in agile product and new business development. Since 2010, Sebastian has helped companies define their digital strategies and deliver data-informed experiences by crystallising their value proposition, business model and executed their go-to-market strategy. He has previously founded two eCommerce-startups and worked with clients such as IKEA, LEGO, BEC, Coor and Ørsted.