Expertise in product management: beyond the tactical role © 2013 Under 10 Templates LLC
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<p>expertise in product management
beyond
the
tac
t
ica
l
ro
le
by Steve Johnson, the tech industry’s product management storyteller
Expertise in product management: beyond the tactical
role
© 2013 Under 10 Templates LLC
Please feel free to post this e-book on your blog or email it to
whomever you believe would benefit from reading it.
Licensed under Creative Commons Attribution.
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Chapter 1
Product managers are overwhelmed with too
many responsibilities that require too many
areas of expertise. How do product leaders
organize product management for the best
results?
Beyond the
tactical role
Source: http://www.flickr.com/photos/philgerb/532663899/
Some say that product management is a
business function while others say it ’s
primarily technical.
Wikipedia defines product management as “the
combination of product development and product
marketing.” The agile community says product
management represents the business and the market
to the product team. Some teams use product
management and product marketing to mean the same
thing; others say they’re very different.
At a consumer software company, the marketing team
contacted the product manager, asking for screen
images of the current release. (Remember, this is a
consumer product.) The product manager suggested
the marketing team take their own damn screen shots,
thank you very much, but the marketers complained,
“Oh, we don’t know how to use the product.”
(Really? The marketing team doesn’t know the
product? The product was designed for consumers. In
fact, the majority of users are school-age consumers.
Yet the marketing folks can’t use it? Sounds to me like
they need to hire some new marketers.)
At another software company,
the product manager was
writing product specifications,
running beta programs, and
acting as project manager.
She was too busy with the
development team to spend
any time with the rest of the
company. So new product
releases were announced to the company like this:
“The new build goes li