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Research Outline
Prepared for YEVGENIY R. | Delivered December 13, 2019
Product Management Role
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Goals
Determine where product management sits in organizations.
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Early Findings
Product Management
The
product manager
position evolved from the brand manager role in CPG firms.
The role is typically in-charge of setting the "
strategy, roadmap
, and feature definition" of a product.
The role can also be responsible for the following tasks:
"marketing, forecasting
, and profit and loss (P&L)."
T
h
e
role was originally conceived as a brand manager job by an agency working for
Procter and Gamble
in 1931.
T
h
e
job entails
overseeing the entire product brand and be responsible for its success.
T
h
e
notion of
product ownership
is at the center of the current product management framework.
Over the
next fifty years
, many firms embraced the product management strategy.
The approach became known as "
consumer product management
."
Typical Product Management Titles
Chief Product Officer (CPO)
The
CPO
is typically under the CEO and is in-charge of all product-related tasks within a company.
The CPO usually formulates the
general product strategy
that is in line with the company's overall vision.
The role sometimes act as the
CMO
who is in-charge of marketing and developing the product.
Senior Vice President of Product Management (SVP of Product)
The SVP of Product is a "
senior-level product leader
" inside a company.
The role is typically under a
C-Suite personnel
, EVP, or a GM.
The person manages a
big group
of product managers.
T
h
e
SVP also collaborates with other key managers in "
engineering, sales, support
, and marketing" to enable the development of the right product that is in line with the company's objectives.
Vice President of Product Management (VP for Product)
The
VP of Product
is typically found in bigger and highly established companies.
The role is considered to be an
"executive influencer"
who is in-charge of big projects that provide the largest value to the firm.
The VP also has a place in the
executive meetings
when tackling strategy and M&A concerns.
T
h
e
role extends its influence
beyond the group that they are in-charge of.
Director of Product Management
This role is typically under the
VP for Product
in enterprise-size companies.
Sometimes, it is
under the CEO
or a business unit head in smaller firms.
This is a
senior leader role
that needs leadership experience and the skill to work with other leaders.
The person should be able to
communicate a solid vision
for the product, deal with customers, and should focus on prioritizing the product attributes that will bring the most business value.
Group Product Manager (GPM)
The
GPM is in-charge
of managing and setting the direction of the team that is tasked for a specific set of products.
The role is the
most critical
non-executive job.
The
GPM
typically leads other product managers.
T
h
e
role is also in-charge of "
research, strategy, product development,
" and executing strategies from upper management.
Product Manager
The Product Manager is usually referred to as the "
visionary of the product
" and the client-facing employee who is responsible for deciding what product to develop and the reason for creating the product.
The role
entails collaborating
with cross-functional groups.
The Product Manager can also work on tasks involving "
marketing, forecasting
, and profit and loss (P&L)."
T
h
e
role also
evaluates the market
and the competitive landscape to formulate a distinct product vision that can provide a one-of-a-kind value to the business.
T
h
e
role's responsibilities include multiple types of tasks that range from "
strategic to tactical
."
T
h
e
Product Manager can act as the cross-functional leader and can also fill in organizational gaps among other functional teams such as "
engineering, marketing, sales, and support.
"
Proprietary Database Search Results
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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