The role of a product manager has become increasingly important in companies of all sizes and industries.

According to McKinsey the US consulting company; it says "The role of the product manager is expanding due to the growing importance of data in decision-making, an increased customer and design focus, and the evolution of software-development methodologies". (source: Product managers for the digital world)

Every day, successful product launches are driven by the efforts of a responsible product manager.

A manager who is responsible for the success of a product or product line, and plays a critical role in creating products that meet the needs of the target market and achieve the company's goals and objectives.

So, what does the product manager do?

The role of product management may differ from a company to another but there are core responsbilities that are shared in between:

• Defining product vision and strategy.

• Conducting market research.

• Identifying customer needs.

• Creating product roadmap.

• Collaboration with cross-functional teams.

• Launching and promoting the products.

• Measuring and analyzing product performance.

Product Vision

One of the key responsibilities of a product manager is to define the product vision and strategy. This involves creating a clear and compelling vision for the product and outlining the strategy for achieving the vision. The product manager must also conduct market research and identify customer needs in order to create a product that meets the needs of the target market.

Once the product vision and customer needs have been identified, the product manager must create a product roadmap and prioritize features. This involves working closely with cross-functional teams to ensure that the product meets the needs of the target market and achieves the company's goals and objectives.

Working with cross-functional teams

Collaboration with cross-functional teams is an important aspect of the product manager's role. The product manager must work closely with teams such as design, engineering, and marketing to ensure that the product is effectively developed, launched, and promoted to the target market.

Launching products

Launching and promoting the product is another key responsibility of the product manager. This involves creating a launch plan and marketing strategy, and ensuring that the product is effectively promoted to the target market.

Monitoring products performance

The product manager is responsible for measuring and analyzing product performance. This involves defining key performance indicators (KPIs) to measure success, and using product analytics to understand user behavior and improve the product.

But there are some challenges that product managers commonly face:

• Balancing competing priorities: Product managers must balance competing priorities, such as customer needs, business goals, and technical feasibility. They must make trade-offs and prioritize features and initiatives to ensure that the product meets the needs of the target market and achieves the company's goals and objectives.

• Managing stakeholder expectations: Product managers must manage the expectations of stakeholders, including customers, internal teams, and investors. They must effectively communicate the product vision and strategy, and ensure that everyone is aligned around a common goal.

• Dealing with uncertainty: Product managers must navigate uncertainty and ambiguity in the product development process. They must be able to adapt to changing market conditions, customer needs, and technological advancements, and make informed decisions based on data and insights.