Product Management vs Product Marketing

This is one among the frequently asked questions in a company “who owns what in an organization with Product Management and  Product Marketing:”

Typically the title “product manager” is used to signify people who listen to the market and articulate the market problems in the form of requirements. And the title “product marketing manager” is usually assigned to those who take the resulting product to the market by defining a product marketing strategy.

 “A product manager is a member of either the marketing organization or the development organization who is responsible for ensuring that a product gets created, tested, and shipped on schedule and meets specifications. It is a highly internally focused job, bridging the marketing and development organizations, and requiring a high degree of technical competence and project management experience.”

 “A product marketing manager is always a member of the marketing organization, never of the development group, and is responsible for bringing the product to the market place and to the distribution organization… it is a highly externally focused job.”

The survey results show product managers are more inclined to research the market and write requirements while product marketers typically plan go-to-market strategy and write collateral.