{"id":1007,"date":"2019-12-05T20:22:26","date_gmt":"2019-12-06T02:22:26","guid":{"rendered":"https:\/\/lindagorchels.com\/blogs\/?p=1007"},"modified":"2019-12-04T20:25:58","modified_gmt":"2019-12-05T02:25:58","slug":"what-type-of-product-manager-are-you","status":"publish","type":"post","link":"https:\/\/lindagorchels.com\/blogs\/what-type-of-product-manager-are-you\/","title":{"rendered":"What Type of Product Manager are You?"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lindagorchels.com\/blogs\/wp-content\/uploads\/2019\/12\/question-thinking-Photo-by-Jonathan-Andrew-from-Pexels-180x300.jpeg\" alt=\"Photo by Jonathan Andrew from Pexels\" class=\"wp-image-1008\" width=\"135\" height=\"225\" srcset=\"https:\/\/lindagorchels.com\/blogs\/wp-content\/uploads\/2019\/12\/question-thinking-Photo-by-Jonathan-Andrew-from-Pexels-180x300.jpeg 180w, https:\/\/lindagorchels.com\/blogs\/wp-content\/uploads\/2019\/12\/question-thinking-Photo-by-Jonathan-Andrew-from-Pexels-768x1280.jpeg 768w, https:\/\/lindagorchels.com\/blogs\/wp-content\/uploads\/2019\/12\/question-thinking-Photo-by-Jonathan-Andrew-from-Pexels-614x1024.jpeg 614w, https:\/\/lindagorchels.com\/blogs\/wp-content\/uploads\/2019\/12\/question-thinking-Photo-by-Jonathan-Andrew-from-Pexels.jpeg 780w\" sizes=\"auto, (max-width: 135px) 100vw, 135px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">I saw a recent<a href=\"https:\/\/www.quora.com\/What-are-all-the-different-types-of-product-managers\"> Quora <\/a>question that asked: \u201cWhat are all the different types of product managers?\u201d ALL of them? I\u2019ve never seen a legitimate list. So, I created one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are a bunch of categories (acknowledging some overlap\nbetween them). And I guarantee I didn\u2019t list ALL of them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>By product\/industry sector<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Online articles about product management might lead you to believe that all positions are now digital. It\u2019s true that technology is increasingly affecting the product landscape from AI to IoT. Yet not every job requires coding. Other knowledge and experience are more relevant for different products in diverse industries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My client interactions are just the tip of the iceberg, but\nI have worked with product managers handling:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; medical devices,\nequipment, consumables<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; slurry pumps<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; engines <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; commercial equipment<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; HVAC<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; financial services<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; consumer packaged\ngoods<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; automotive parts and\naccessories<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; pharmaceuticals<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; agricultural products<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; technology<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; games &amp;\nrecreational offerings<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this is just a partial list. The categories could be\nendless since any company in any industry could have a product management\nstructure. While there is significant overlap on the business side of their\nresponsibilities, there are also significant differences in required industry\nknowledge. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>By customer type<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Product managers may sell to consumers for household or personal use, or to businesses for commercial use. <em>B2C product managers<\/em> must understand the emotional purchase drivers of target buyer archetypes. <em>B2B product managers<\/em> must understand the more rational purchase drivers of profit contribution, efficacy, and\/or engineering fit. Sure, both consumers and business buyers use some combination of thinking and feeling in purchase decisions. But there are differences. That\u2019s why B2B and B2C product managers require subtly different skill sets.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>By function and process jurisdiction<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Product managers handle new products, existing products, or some combination of the two. Others deal less with the product, and more with  marketing, promotion, and sales support.<em> Strategic or upstream product managers<\/em> direct new product strategy and launch. <em>Tactical or downstream product managers<\/em> maintain the life-cycles of existing products. <em>Full-stream product managers<\/em> handle everything from beginning to end. The final functional type is <em>product marketing managers<\/em>. They\u00a0have jurisdiction over customer interface and sales support processes more than actual product responsibilities.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>By level<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the size of the company and the experience level of the individual, there may be other considerations. Entry-level positions such as <em>assistant, associate, or junior product managers<\/em> offer on-the-job practice. For an experienced person, the prefix <em>Senior <\/em>recognizes merit, a higher level on the career ladder, higher status in the firm, and\/or supervision of other product managers. <em>Platform product managers <\/em>govern a group of products with a unified strategy. For firms with many product managers, there may be a\u00a0<em>manager, director, or vice president of product management. <\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>By other characteristics<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is the infamous \u201cmiscellaneous\u201d category. There are a\nfew&nbsp;types that don\u2019t fall into any of the above categories, or are just\nemerging (and rare).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Multinational corporations with international products sometimes separate the responsibilities for corporate development and local adaptation. <em>Global product managers <\/em>work on the base product. <em>Domestic product managers<\/em> address the downstream marketing, and may or may not adapt the actual product to local conditions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And there are a few emerging models that companies have mentioned to me. One I\u2019ll call the <em>blue-sky product manager<\/em>. This is an individual the company has selected to focus on breakthrough innovations outside the mainstream business. A second product manager type that is cropping up has the responsibility to design eco-friendly, sustainable offerings.\u00a0 I\u2019ll call that type the <em>regenerative product manager<\/em>. And\u00a0as artificial intelligence and the internet-of-things invade more categories, I think there will be a need for <em>integrative product managers <\/em>who can assess\u00a0the connections between the manufactured product and the related technology. None of these last three models are trends yet, but they have future potential. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>SUMMARY<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Product managers conceive, create, and commercialize goods\nand services. They establish the business case for unique, profitable\nofferings, and then execute their plans through others. But the knowledge,\nskill sets, and areas of emphasis vary, resulting in different \u201ctypes\u201d of\npositions. The partial list of product manager types I\u2019ve provided above\ninclude:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; industry-specific <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; b2b <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; b2c <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; strategic (or\nupstream)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; tactical (or\ndownstream)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; product marketing\nmanager<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\nassistant\/associate\/junior<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; senior<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; platform <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; group head (manager,\ndirector, or vice president)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; global versus domestic<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; blue-sky<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; regenerative<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00b7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; integrative<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p> For more information, refer to <a href=\"https:\/\/www.amazon.com\/Product-Management-101-ShortRead\/dp\/1520509995\/ref=sr_1_2?keywords=gorchels&amp;qid=1575510555&amp;sr=8-2\">Product Management 101<\/a>, the first book in my ShortRead Series. <\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>I saw a recent Quora question that asked: \u201cWhat are all the different types of product managers?\u201d ALL of them? I\u2019ve never seen a legitimate list. So, I created one. Here are a bunch of categories (acknowledging some overlap between&hellip; <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1007","post","type-post","status-publish","format-standard","hentry","category-product-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Type of Product Manager are You? - Linda Gorchels blogs<\/title>\n<meta name=\"description\" content=\"The role of a product manager varies depending on industry sector, customer type, experience level, and a host of other factors. 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