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How critical is the role of product manager? 

The product manager is responsible for product success and often considered as CEO of the product. What does a role involve and can it be part-time or outsourced?

Success is just a never ending process of getting better and better at whatever you are trying to achieve.

– John Traver, Co-founder and CTO, Frame.io

Let us try to look product management across three aspects.

1. What does the role involve, and what does it take to be successful there – as this may help someone in making the all-important career shift or start a new one; or for that matter help you evaluate the suitable candidate.

2. What is its role in Agile Development – because of the critical role a product manager can play here

3. Can product management be outsourced – since this decision can impact time-to-market / quality / competitiveness / profitability like no other.

What does the role of product management involve?

Laurence Bradford writes in Forbes’ article – 8 Tips For Landing Your First Product Manager Role, writes,

 “The role sits at the intersection of business, technology, and design, combining strategy, marketing, leadership, and other skills with the end goal of launching an amazing product.”

One thing is given – the importance and comprehensiveness of the product manager’s role. Today’s complexity of the business and technology landscape, as well as the constant churn in an organization’s product portfolio, requires a more active role for the product manager. The bare minimums of the role include:

1. Understand the vision of the product and communicate it effectively to design, development, testing, and marketing teams (in their own languages).

2. Conduct market research, technology research and an analysis of the company’s own business model to validate the product idea, determine its feature-set, and the development roadmap.

3. Drive the development of the product through its various stages – working with multiple teams – to meet client requirements, timelines and quality & security standards.

4. Establish an environment of seamless collaboration among the different teams to meet, as Bradford says, the end of launching an amazing product.

Depending on the character of the organization and the way an organization defines its scope, the role may lean more towards Technology or Marketing. While that’s a moot point, the requirement for the product manager to know and speak the language of both Marketing and Technology is a given.

From a skills perspective, whether you come from a management or engineering background, to be a successful product manager in today’s development scenario you should have: (a) strong understanding of programming with an ability to code yourself, (b) expertise in UX design, and (c) analytical thinking & problem solving skills – besides the more generic management skills like negotiation, communication, documentation, time management, delegation, stakeholder management and leadership.

The role of product manager in Agile Development

product management
product management

The product manager’s role becomes even more exciting and challenging in an agile environment. Yes, we are calling it an environment, because organizations are increasingly adopting ‘agile’ as a culture not just as a strategy for a particular product or project. In this setting, the features of a product or even the product itself are in perpetually in a dynamic state. Unlike traditional product management, which moves through a linear roadmap with critical paths, in an agile environment product management takes an iterative approach to development with regular feedback intervals. And these iterations should let the user to interact with the product during development.

Though the most popular system of agile development, Scrum, creates a new role –products owner, some organizations have fused product owner and product manager roles in one role and some have used these two names interchangeably. But the fact of the matter is that product manager’s role has become more intense – both on the side of development (sustainable development – where the sponsors, developers, and users should be able to maintain a constant pace indefinitely; along with continuous attention to technical excellence and good design) and marketing (value creation – where the timing, features, and roadmap are tested and calibrated based on customer feedback and research).

Writing about How Product Management Must Change to Enable the Agile Enterprise, as early as in 2009, Catherine Conner had these four pieces of practical advice for adapting product management to agile needs –

1. Stop doing work that does not deliver real customer value, directly or indirectly, and communicate what you will stop doing.

2. Favor live interaction over lengthy documentation, whether it is describing a business case to executives or documenting requirements.

3. Practice ruthless ranking, Whether it is prioritizing requirements, business goals or your daily activities, assign true priority numbers.

4. Embrace change as an opportunity rather than a threat.

Can Product Management be outsourced?

There is a strong argument against outsourcing of product management — saying that the function is too strategic and integral to leave to experts outside your control. It does have its merits. But, as Roman Pavlyuk, rightly describes in his blog on SalesForce – there are five compelling reasons to outsource any technology service, which hold good for product management too.

1. Reduce operating costs

2. Improve corporate focus

3. Gain access to world-class capabilities

4. Free internal resources for other purposes

5. Tap resources that are not available internally

The question is the not ‘Can product management be outsourced?’ Rather it is more about ‘Whether to outsource product management; and if yes, how?’

This is a YourStory community post, written by one of our readers.The images and content in this post belong to their respective owners. If you feel that any content posted here is a violation of your copyright, please write to us at mystory@yourstory.com and we will take it down. There has been no commercial exchange by YourStory for the publication of this article.
A Technology leader with over 13 years of experience, Nandha is the visionary and the anchor of hakuna matata solutions (www.hakunamatata.in), app design & development agency. His deep technical knowledge, experience across diverse technology stacks, and ability to spot opportunities and solutions in challenging situations and tasks make him the pillar of strength for the team.

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