Product Management

Product management is the lifeblood of a company's business strategy, setting the tone for growth, technological advancement and revenue generation.

Overview

Product management is the function within the company that guides every step of a product’s lifecycle. Product managers focus on developing and improving a company's product offering based on user feedback, data and expertise. At all levels of product management, listening to the customer’s voice, working cross functionally and incorporating user feedback are key components of success. 

Product management is a strategic function. As a product manager, you will define a user pain point, then translate that issue into a coherent problem statement with the goal of finding the best solution. The next step is to quantify the opportunity by addressing the market, evaluating the level of severity of the problem, and collaborating with stakeholders within your company to incorporate any partner requirements. After validating a particular solution’s appeal and viability, you will partner with engineers to build a working version of the product—and after launching a new product or feature, you will begin the cycle again, incorporating user feedback to hone the delivered solution. 

Outlook for Growth Marketing

The outlook for product management jobs is strong. A survey completed by Product School found that over 43% of companies are planning to hire more PMs in 2022. 

Top Books for Growth Marketers

  • Product Leadership: How Top Product Managers Launch Awesome Products and Build Successful Teams by Richard Banfield, Martin Eriksson, and Nate Walkingshaw
  • Inspired: How to Create Tech Products Customers Love by Marty Cagan
  • Escaping the Build Trap: How Effective Product Management Creates Real Value by Melissa Perri 
  • The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback by Dan Olsen 
  • The Product Mindset: Succeed in the Digital Economy by Changing the Way Your Organization Thinks by David H. DeWolf and Jessica S. Hall

The Growth Marketer’s Playbook: A Strategic Guide to Growing a Business in Today’s Digital World

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The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders

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The Growth Hacker’s Guide to the Galaxy: 100 Proven Growth Hacks for the Digital Marketer

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Secrets of a Digital Marketing Ninja: A Marketer’s Guide to Sustainable Growth

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The Growth Marketer’s Playbook: A Strategic Guide to Growing a Business in Today’s Digital World 1

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The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders 1

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The Growth Hacker’s Guide to the Galaxy: 100 Proven Growth Hacks for the Digital Marketer 1

Buy On Amazon

Secrets of a Digital Marketing Ninja: A Marketer’s Guide to Sustainable Growth 1

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* Compellingly deliver proactive schemas before resource-leveling e-commerce. Phosfluorescently re-engineer cross-platform ideas via cross functional expertise.

Growth Marketing Influencers to Follow

Ana Santos

Peloton

Alexandria is a TikTok influencer focused on funnel-building and unlocking revenue growth via affiliate marketing. She posts daily and is currently a full-time marketing manager at Peloton.

James Stevens

Greenfiled

James Stevens is a resident markerter and Head of Management at Greenfiled. He is the author of Marketers United: How Success Factors Markets

Ray Prose

Expedia

Ray Prose is the VP of Growth at Expedia. He likes to travel and see the world through the lens of social media and it’s impact to social markets.

Ana Santos 1

Peloton

Alexandria is a TikTok influencer focused on funnel-building and unlocking revenue growth via affiliate marketing. She posts daily and is currently a full-time marketing manager at Peloton.

James Stevens 1

Greenfiled

James Stevens is a resident markerter and Head of Management at Greenfiled. He is the author of Marketers United: How Success Factors Markets

Ray Prose 1

Expedia

Ray Prose is the VP of Growth at Expedia. He likes to travel and see the world through the lens of social media and it’s impact to social markets.

Best Newsletters for Growth Marketing

  • Lenny’s Newsletter: Building product, driving growth, working with humans, and useful insight and advice.
  • Department of Product: Product managers from top tech companies including Spotify, Netflix, Google, Facebook, Microsoft and more.
  • Product Lessons: Actionable examples and stories to level up your product career. 
  • Product Disrupt: Curated resource to learn product design and build digital products.
  • Product Life: Real lessons in product management.

Growth Marketing FAQ

What’s the difference between growth marketing and marketing?
What’s the difference between growth marketing and marketing?
What’s the difference between growth marketing and marketing?
What’s the difference between growth marketing and marketing?
What’s the difference between growth marketing and marketing?

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