Product marketing and product management are two distinct roles that often get people so confused.
From starting raging debates, to mixing up roles and asking “Who’s job is this?”
Some organizations have done a great job in differentiating the job duties and reducing friction between both job titles.
Let’s clarify the roles
Product marketing is focused on the current products while working on the next products. Think of it as a building mindset – product marketers are either trying to figure out how to sell more of what’s available in the portfolio of current products, or planning to launch new products into the market. This paints the true picture of job responsibility for the product marketer.
Product management is focused on developing new products and future products. They work together with product marketing to plan and launch products. They are also researching and keeping up with trends on what the future will bring. This also paints the big picture of responsibility for the product manager.
Product managers focuses on tomorrow. They create and deliver the idea behind future products.
Product marketers focuses on achieving the business goals for current products and give guidance for launching next products.
Pros of product marketers
- One of the primary advantages of product marketing is that you can focus on what the consumer needs.
- The products you produce are very likely to be what your business is passionate about.
- Product marketers can focus on making the best product at the best possible price and and consumers will be literally happy.
- Another advantage of this is that product marketers can develop a solid reputation for providing quality products in the marketplace.
- As product markers launch and promote new products, they can create loyalty among customers because of the high quality of the product.
Cons of product marketers
- One of the disadvantages of product marketing is that your customers can feel alienated – When product markers focus only on the product and do not pay attention to the customer, they can leave some customers behind.
- Not only do product marketers need to create quality products, they also need to match it up to a target market.
- Product marketers who do not spend time catering to their target market, will be leaving sales on the table.
Pros of product managers
- One of the best things about being a product manager is that you get to exercise your creativity and stay ahead of competitors with content and value.
- As a product manager, you get to align your unique personality with your team to execute a common goal.
- Here, you will understand difficult customer problems and create the perfect solutions to these problems.
- Product managers enjoy driving product strategies and marketing specifications.
- Enjoy the process of balancing new, practical and profitable ideas.
Cons of product managers
- Overcoming the limitations on budget is one of the worse things about being a product manager.
- As a product manager, learning soft skills to work with everyone requires a lot of time. Learning the art of communication comes with the role.
- One aspect you’ll certainly not enjoy is the expectations that product managers are also technical and shouldn’t just focus on the bigger picture and market needs, but the product alone.
- Accountability – product managers need to get used to being accountable for things out of their control.
In summary, let us be mindful that product marketing isn’t the same as product management and vice versa.