If you are a manufacturing company, or have a range of products you source or make that has a degree of complexity, chances are you need a Product Management function.

What is Product Management?

What is Product Management? And how is it different from Product Marketing? Well the definition depends on what industry you are in.

In companies that manufacture a technical product, Product Management is heavily involved with product development and engineering. Other companies incorporate a lot of marketing functions in Product Management – how to communicate the benefits of the product to market and generate opportunities.

For the purpose of this discussion, we will define Product Management as all planning and activities which revolves around delivering a product which meets a specific need in the market, which also meets the company objectives, and is aligned with market demands.

Is Product Management the same as Product Marketing?

Yes and no. Product Marketing involves “outbound” planning and activities, which are customer and market facing. Product Management generally involves “inbound” planning and activities which involves ensuring the product is made to meet market demands.

Generally, Product Management listens to the market; Product Marketing speaks to the market.

Product Management focuses on putting the product “on the shelf”, ready to be sold; Product Marketing focuses on getting the product “off the shelf” and into consumers’ hands.

Both disciplines share the responsibilities of pricing, market research, product packaging, go-to-market planning.

product management & product marketing

product management & product marketing

Company's Objectives & Market Demands

Product Management incorporates the company’s and objectives, and ensures that the products delivered are aligned with them and with the market.

Product Management focuses on the relevance of the product in terms of the company’s objectives and market demands:

  • What is the business value of the product in terms of the overall business objectives?
  • Is the product aligned with what the company is aiming to achieve?
  • Is the product fit for purpose? Is it fit for the purpose we communicate and is it fit for the purpose it is perceived to have?
  • What need does it fill?
  • What is the market feedback on the product?
  • Are you improving the product with the feedback?

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