It seems like the definition of Product Management (PM) is kind of nebulous across different companies. But here is what it is not:
- Spending lots of times on sales calls.
- Doing lots of project management.
- Constantly writing new data sheets and collateral.
- Constantly being in crisis mode
Let me address each one;
- PM is not spending lots of time with sales. Spending some time with initial sales calls is good since you are training the sales team. Spending all the time with sales means your product sucks and you have not done your job. A good product is unique and has high value making it easy sell. You don't see the iPhone product managers manning Apple stores do you? Also do not confuse discovering customer needs with selling the product. The approach is totally different.
- PM is not project management. Many companies confuse this role. Hire a project manager for this role to get it done right. PMs do help define the critical milestones and help with getting resources to get the job done. But a dedicated project manager is more suited for this role.
- PM is not about writing compelling collateral. Some companies confuse the role of Product Marketing and Product Management. Product Marketing and PR should be responsible for all outbound collateral. PM should initiate the core positioning and pricing and should build the product so it is easy to use Web 2.0 type marketing. PM should define customer segmentation and work with the Product Marketing Manager and PR to get the right message to the right audience.
- PM should not be in a constant crisis mode. Occasional crisis and being paranoid that your product is successful is good. Constant crisis and not finding time to do your job means either your product sucks or you do not know how to delegate. Think strategic and delegate.
Now you might say Moin you have never worked in a start up. Sometimes due to lack of cash you have to shoulder the load of multiple responsibilities. Trust me I know since I have made all the mistakes outlined above. If you cannot delegate or outsource some of the above for a long time, you are headed for failure. The real job of the product manager is to spend time on product discovery, validation, design and taking action on customer feedback. You are ultimately responsible for the success or failure of the product. Don't blow it.
