Product Management


Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, or marketing of a product or products at all stages of the product lifecycle. The role consists of product development and product marketing, which are different efforts, with the objective of maximizing sales revenues, market share, and profit margins. The product manager is often responsible for analyzing market conditions and defining features or functions of a product. The role of product management spans many activities from strategic to tactical and varies based on the organizational structure of the company.


While involved with the entire product lifecycle, the product management's main focus is on driving new product development. PM’s are in charge of the marketing and sales strategies of a particular product or portfolio of products. The role of a PM is usually Head Office based and depending on the company will involve a certain amount of travel out and about in the field.


Product Managers work to develop marketing materials that adhere to all regulatory guidelines while at the same time ensuring they are of maximum benefit to the sales force that have to use the materials. They will also work closely with Sales Managers to develop sales strategies as a primary concern of the Product Manager is to maintain and increase market share, as well as forecast for the future. PM also work with Key Opinion Leaders to help them to understand the product, this is particularly important during a product launch.


As Product Manager you will oversee all the marketing for your particular range of products and be involved with the planning of the marketing campaign and the training of the sales force on how to use and how to sell the product.








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