What Is a Product Manager? Role and Responsibilities

October 2, 2023

Eric Pitt

6 min read

marketing-titles

TL;DR: Product managers define product vision from conception to launch, coordinating cross-functional teams including engineers, designers, and marketers. Key characteristics of successful PMs:

Customer-centric: Gather and analyze feedback to inform decisions
Strategic & Data-driven: Develop vision using market trends and user behavior data
Technically savvy & Collaborative: Work effectively with technical stakeholders
Decisive & Resilient: Make quick decisions and learn from setbacks

Hire when your product underperforms, team struggles with prioritization, lacks clear vision, or you need competitive advantage. Salaries range $80,000-$150,000 annually. Consider part-time or contract PMs for budget-constrained startups before committing to full-time hires.

Product managers are the unsung heroes of the tech industry. They are the ones who are responsible for bringing products to market, but they often get overlooked in favor of the engineers and designers who build the products. However, product managers are essential to the success of any product, and they play a critical role in the product development process.

In this blog post, we will define what a product manager is and discuss the responsibilities of a product manager. We’ll also discuss why every company needs a product manager and provide some tips on how to hire a great product manager.

So whether you are a founder looking to build your first product or a CEO looking to take your product to the next level, this blog post is for you.

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What is a Product Manager?

Product managers play a critical role in any organization that develops and sells products. Product managers define the vision and success of a product from conception to launch and beyond. They work with a variety of stakeholders, including engineers, designers, and marketers, to bring a product to market that meets the needs of customers and achieves the company’s business goals.

Essentially, product managers must understand user needs, identify opportunities, and direct the creation and optimization of products. To do this, they must:

Coordinate cross-functional teams to ensure that all team members are on the same page and working towards the same goals.
Be a decision-maker using strategic thinking and guidance from the product team.
Work with product, engineering, customer support, and sales teams to ensure a strong product launch and ongoing success.

Product managers typically sit at the intersection of the technical and business teams. Their positions can vary in seniority, but they are generally considered to be mid-level to senior positions. Within a technical team’s hierarchy, product managers typically report to a vice President of Product or a Director of Product.

Characteristics of a Product Manager

To be successful, product managers need a deep understanding of the product development process, the market, and the customer. They also need to be able to gather and analyze customer feedback, collaborate effectively with engineers and designers, and communicate effectively with stakeholders.

Successful product managers are:

Customer-centric: Passionate about understanding and meeting the needs of their customers. They should be able to gather and analyze customer feedback to inform product decisions.
Strategic: Be able to think strategically about the product and the market to develop the product vision that meets the needs of users and the company’s business goals.
Technically savvy: Have a strong understanding of technology to communicate effectively with engineers and other technical stakeholders.
Collaborative: Work effectively with a variety of stakeholders, including engineers, designers, marketers, and sales reps to build consensus and get everyone on the same page.
Decisive: Be able to weigh the pros and cons of different options, and make quick and effective decisions that are in the best interests of the product and the business.
Data-driven: Collect and analyze data on user behavior, market trends, and competitor activity to inform decisions.
Resilient: Need to be able to deal with setbacks and learn from mistakes.

By no means a requirement, but there are a few product manager certifications to be aware of when assessing qualified product managers.

Exceptional product managers are a dynamic blend of skills, qualities, and attributes that can be as diverse as the companies, industries, and products they serve.

When Should You Hire a Product Manager?

The best time to hire a product manager depends on several factors, including the size and complexity of the product, budget, and experience of the team. In general, it is a good idea to hire a product manager as soon as the product starts to take shape. This will help to ensure that the product is developed in a way that meets the needs of customers and achieves the company’s business goals.

How can you determine when you need a product manager’s expertise? To get a clearer picture of your timeline, consider the following triggers:

You might want to consider hiring a product manager if:
Your product isn’t performing well in the market. Poor sales, lackluster customer feedback, or low adoption rates could indicate a need for professional product management to improve your product’s quality and market fit.
You’re experiencing difficulties in coordinating and prioritizing product development. Your team needs help to streamline the development process and allocate resources.
Your team lacks a clear product vision, strategy, and roadmap necessary to guide product development.
You’re looking to gain a competitive advantage in the marketplace and outperform your market alternatives.

Also, keep in mind that not every company necessarily needs to bring a product manager on board right away. Hiring a product manager can be a significant financial commitment for smaller startups. The salary for a qualified product manager can vary but typically ranges from $80,000 to $150,000 per year, depending on experience and location. If you’re not financially prepared to hire a full-time staff member, you might want to consider starting with a part-time or contract product manager to meet your immediate needs. You might be able to have someone within your existing product development team to serve as an interim solution.

Looking to Hire a Product Manager?

Hiring a great product manager is an investment that is well worth making. Product managers play a critical role in any organization that develops products. When hiring a product manager, look for candidates who have a strong track record of success, and a deep understanding of the product development process, the market, and the customer.

If you think it’s time to hire a full time product manager or curious about the market, check out DevRel Careers. By hiring a great product manager, you can give your company a competitive advantage and increase your chances of success in the marketplace.

Frequently Asked Questions

What does a product manager actually do?

Product managers define product vision and success from conception to launch and beyond. They coordinate cross-functional teams including engineers, designers, and marketers to bring products to market. Key responsibilities include understanding user needs, identifying opportunities, making strategic decisions, gathering customer feedback, and ensuring successful product launches while achieving business goals.

What skills do product managers need to be successful?

Successful product managers must be customer-centric, strategic thinkers, technically savvy, collaborative, decisive, data-driven, and resilient. They need deep understanding of product development processes, markets, and customers. They must effectively communicate with technical stakeholders, analyze user behavior data and market trends, build consensus across teams, and make quick decisions in the product's best interests.

When should a startup hire its first product manager?

Hire a product manager as soon as the product starts taking shape to ensure development meets customer needs and business goals. Consider hiring when your product underperforms in the market, your team struggles coordinating development priorities, you lack clear product vision and roadmap, or you need competitive advantage. Budget-constrained startups can start with part-time or contract PMs before full-time hires.

How much does it cost to hire a product manager?

Product manager salaries typically range from $80,000 to $150,000 per year, depending on experience and location. This represents a significant financial commitment for smaller startups. Companies not prepared for full-time salaries should consider part-time or contract product managers as interim solutions, or designate someone from existing product development teams temporarily.

What is the difference between a product manager and a project manager?

Product managers define what to build and why, focusing on product vision, strategy, market fit, and customer needs. They own the product roadmap and make strategic decisions about features and priorities. Project managers focus on how to build it and when, managing timelines, resources, and execution. Product managers are strategic while project managers are tactical.

Do product managers need technical backgrounds?

While not always required, product managers should be technically savvy with strong understanding of technology to communicate effectively with engineers and technical stakeholders. They sit at the intersection of technical and business teams. Technical backgrounds help PMs make informed decisions about feasibility, trade-offs, and technical architecture, though domain expertise and customer understanding are equally important.

What certifications should product managers have?

While not requirements, notable certifications include Certified Product Manager by AIPMM, Product Manager Certification by Product School, Professional Scrum Master Certification by Scrum.org, and Product Management Certification by Pragmatic Institute. However, track record of success, product sense, and demonstrated skills matter more than certifications for most hiring decisions.