The Role of Product Management vs. Product Marketing

Posted on January 16, 2008
Filed Under Gregg Gallagher, Management, Marketing |

Art Petty, in his blog “Art Petty on Management” recently wrote on the importance of the product management function in determining overall organizational performance.

I urge you to jump over there and read his excellent post, as it touches on a number of subjects that align with our own thinking here at Quantum Leaders, particularly the central role that product management can and should play in realizing customer value via innovation.

Art points out that in many organizations, the product management function is bifurcated from the product marketing function, where the former is primarily inward focused (specifications, feature/functionality, development, etc.), where the latter is more externally-oriented (positioning, pricing, promotion, etc..) He defers the discussion of the pros/cons of this organizational approach to some future posting.

I have observed and participated in both organizational models, and have seen both models succeed as well as produce non-optimal results. The “all-in-one” model requires a broad skill set in the product manager that can be difficult to find. On the other hand, when such skills are available in one, well-rounded and high performing individual, the results can be extraordinary.

When separate, while there may be a higher likelihood of having stronger overall skill sets available in both domains, there is also a danger that the product could suffer from a lack of a cohesive strategy (e.g., the feature/functionality doesn’t map to market needs or the pricing/positioning is not in alignment with the product design.)

I prefer a hybrid model, where the PM is responsible for overall product success, with the marketing communications functions fulfilled by a separate individual who is part of the product team but may not necessarily reside within the product management organization.

What are your thoughts and experiences in this area?

Gregg Gallagher
Director, Strategic Marketing & Innovation Practice
Quantum Leaders, Inc.

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