Training a sales force and designing financial incentives to encourage sales Implementing traditional ad placement in media and/or nontraditional marketing through social media campaigns

The final step in launching a product is creating and executing a marketing plan, which includes tasks including but not limited to:ĭesigning ads and collateral that highlight product features and benefits Products may be distributed directly to consumers on e-commerce sites such as Amazon. Those destinations may include physical stores and warehouses.

It moves a finished product from a central location to many locations across a widespread network.Ī product manager oversees distribution planning, ensuring that a product ships on schedule to every location while staying within budget. In some respects, distribution is the opposite of sourcing. For example, the iPhone contains parts from more than 200 suppliers in 43 countries.Ī key product management role is to identify sources for each component of a new product based on several criteria: Sourcingįor technology products, in particular, supply chains can be complex. In some ways, the role is a specialized version of a CEO’s role-in that they both connect departments that may not regularly work with one another. While overseeing the work of the teams, a product manager manages the interactions among them. Coordinating their work includes setting timelines for each team to ensure on-time product delivery.īesides setting timelines, a product manager monitors the teams to ensure that they are keeping to their timelines and to arrange assistance if a team runs into roadblocks. Redesigning a product periodically to add new features and continue driving salesĮven a seemingly simple product can have multiple teams working on various elements. Shipping a product to wholesale and retail outlets, as well as directly to consumers Manufacturing a product efficiently and cost-effectively Life CycleĪ product manager is often responsible for the entire product life cycle, which can include the following:ĭesigning a product to incorporate features that meet those needs Generalist product managers have knowledge and experience in multiple aspects of business operations that equip them to handle a wide range of responsibilities for a product. Generalist Product Management Rolesīecause many different workers and teams can be involved in new product development, a product manager is typically a generalist.

A project manager ensures that architectural plans are drawn up, materials are ordered, and specialized workers arrive at the right time.įor a product manager, the overall responsibility is also to coordinate multiple groups toward a single goal, but in regards to creating, launching, and maintaining a product instead. Any major construction project, such as an office building, requires coordinating a wide range of groups and details.

In many respects, a product manager’s job is similar to that of a project manager for a construction site. Learning about the different product management roles and responsibilities can help aspiring professionals decide what kind of career they want to pursue in the field of product management. Products come in many forms, and product managers can fill a wide variety of roles. While the occupation has grown, it has also become more diverse and specialized. The quest for blockbusters is one reason that job openings for product management roles are projected to grow by 11.6% over the next decade, which is about three times faster than that of all occupations, according to the labor data firm Lightcast™. An introduction like the Apple iPhone, Candy Crush Saga, or Lipitor can open up new markets and send a stock price soaring.īehind the scenes, the success of a new product often depends on a product manager, who guides it from conception to market. Whether they are making mobile devices, apps, or pharmaceutical drugs, many of today’s most successful businesses have something in common: a blockbuster product, defined as one which generates colossal revenues compared to a company’s existing product line. Product Management Roles and Responsibilities

Product manager role