The software industry is changing and the role of the Software Product Manager is evolving with it. In the 90’s and early 2000’s, Product Managers spent most of their time buried in pitches, documentation, planning, and strategy work. 3 year roadmaps and 1-2 releases a year were the norm. Today, we live in a much more dynamic world and the role is less clear cut.
What has changed in Software Product Management?
- Smaller companies dominate the software industry, shortening the time to market and decision-making processes
- Teams are primarily remote, creating new methods of communications and team building
- Product metrics are focused on shorter-term results
- The online availability of market data has reduced the time to gather quantitative information
- Executive compensation and metrics are less focused on long-term growth
- Private investors (PE, VC, etc.) have a much larger influence on plan decisions
How does a Software Product Manager adjust to this new paradigm and remain strategic?
- Prioritize collecting qualitative market data – buyers and users can provide greater insights than a Google search
- Although backlog management and meetings consume a great deal of time, creatively find time to research market trends and the competition
- Regularly communicate market and strategy information to the Team – explaining the “why” we are building “what” we are building
- Encourage “process,” but supplement the term with “repeatable” and “understood” to get greater Team buy-in
- Leaders: Hold teams accountable for the vision and roadmap beyond the next sprint or release – define what winning looks like
Companies and product professionals must adapt to this new paradigm. Roles have blurred a bit, but the fundamental marketing and business concepts have not really changed. Having a strategy behind the product plan will help build a stronger overall offering and improve team focus and communications. We developed ProductStart (www.productstart.io) as a way for teams to communicate their strategy and plans in an agile way. We now offer a 30-day free trial – give it a try.
