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Strategic role of Product Management


I was pretty much amazed with the whole concept of Pragmatic approach to Product Management. Visit http://www.pragmaticmarketing.com/ for more information.
The role definition of “Product Management” is misunderstood in the technology companies. In today’s world most of the Product managers think in “Tactical” terms than putting on some effort thinking in “Strategic” terms. Why is this happening? One reason might be that Product Managers are too much occupied replying to emails, calls, demos, meetings etc. They hardly get time to think in strategic terms. And other reasons might be that most of the time Product Managers are reactive or busy doing the work of other departments.
Now question arises, what is that that comes under Tactical activities and what is that that comes under Strategic activities?

Tactical talks about- Channel Support, Sales Readiness, Program Strategy

Strategic talks about- Market analysis, Quantitative analysis, Product Strategy

Ideally,
” The aim of product management is to know and understand the customer so well that the product or service fits him and sells itself”
The above statement opens questions, such as
  • Where does the Product Manager fit in an organization?
  • Should he be working closely with Development team or Marketing Team or Sales Team?
We see in few organziations Product Manager working closely with only Development team, they do lot of development related work such as prioritization of tasks, weekly demos, development status etc. In this scenario Product Managers are dumb when asked questions such as what would be their next release… reason being that – since they’ve no coordination with marketing team they have no idea about what market problems/needs are.
In few organizations they are close to Sales team, organizations as such claim themselves as customer centric ignoring whole of the development work. In this scenario Product Manager don’t know what is happening in the development front. They obviously face problems while giving demos. Similarly problem when Product Manager is close to Marketing team.
Ideally, for the success of the product delivery, a Product Manager should work closely with Marketing, Development and Sales team.
Coming back to Pragmatic approach, as previously said most of the product managers tend to work on tactical tasks ignoring strategic tasks. But reality is, you would’ve done better job in tactical tasks had you’ve spent time on strategic tasks. It’s important to do tactical side of pragmatic marketing framework, but we are not qualified to do it until we do the strategic side of the framework.
Golden Principle here is that – Time spent on the strategic reduces the time wasted on the tactical.
More information on pragmatic marketing framework can be found at http://www.pragmaticmarketing.com/
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  1. October 14, 2014 at 4:47 AM

    Heya! I’m at work browsing your blog from my new iphone!
    Just wanted to say I love reading through your blog and look forward to
    all your posts! Carry on the superb work!

    Like

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