Product Manager vs. Marketing Manager

Most people may assume that product management and marketing management are the same, right? There is not a different person handling each, is there? Well that depends, smaller companies may need to use a well-rounded professional that could manage both. However, product mangers and marketing managers should work together but typically they are separate people and for good reason. Let’s review the essentials of Product Management.

“Product management is the entrepreneurial management of a piece of business (product, product line, service, brand, segment, etc.) as a “virtual” company, with a goal of long-term customer satisfaction and competitive advantage. “(Product Manager's Field Guide. McGraw-Hill Create p. 6). 

Now that we understand what product management means, we can assess the five assets of product management and how that differs from the essentials of marketing management. The five assets include drive business results, ensuring market-driven direction, deliver results through people, and guide product fit and function. Product managers (PM) are usually experienced in the field of the particular product. They understand the market based on their experience with the product. PMs identify the problems, communicate the information, analyze risks, and think five steps ahead of the market.

Marketing managers will focus on the 4 P’s of the marketing mix, place, promotion, price and product. They promote the product, the brand and the company but those things are not market-driven. Listening to what the customer needs and then adjusting the products to meet those needs is more market focused. Marketing departments often adopt sales terms and it is easy to get the two confused, i.e. leads, campaigns, etc.

Product Management equals market-driven and marketing management equals awareness, branding, placement, etc. Although, some would say that the base of marketing started in product management but over time it has evolved to mean different things. 


Resources
www.pragmaticmarketing.com
Product Manager's Field Guide. McGraw-Hill Create