When the road to a successful product management career has no maps — Part 2
In this post, I would like to share with you a few categories of software product managers you may consider for your career.
Previously, we talked about the difference in expectations for a senior versus a junior product manager (PM), and the need to deepen your expertise in an area.
Before deciding on which area you would like to specialise in, let us take a look at the different types of product manager roles available.
1. Business vs Technical PM
The first time I heard of this concept while talking to a recruiter, my response was: “Doesn’t every product manager need to have a good grasp of both business and technical aspect?”.
The difference in the two roles can be summarised as below.
I am not a big fan of the role separation; but there are many companies which make the distinction between the two. The bigger the product management department is, the more likely it will have both roles.
2. Client-focus vs Back-end-focus PM
By “client”, I mean web/mobile application products which users can interact with.
On the other hand, back-end-focus products such as API services do not have a significant client component.
In addition, for the former, the product management team can be split into different functions, some of which focus on the application level, while others focus on the back-end services.
Client-focus PMs have much emphasis on how users experience the products. An example is the growth PM role which takes care of product features that increase user acquisition and retention.
They might be more interested in user experience design, marketing science, conversion funnels, app performance, front-end tech stack, etc.
On the contrary, back-end-focus PMs tend to be specialised in a specific back-end module such as transaction service, or payment channel integration.
As a result, they might be more concerned with back-end tech stack, API documents, database design, etc.
3. Enterprise vs Consumer Product PM
Enterprise products serve companies. Consumer products serve individuals like you and me.
The distinction has a significant impact on how close you, as a product manager, can get to your customers/users.
For enterprise products, firstly, the customers (those who can make the buying decision) and the users (those who actually use the product) tend to be different people.
Secondly, requirement gathering tends to be structured; and it requires deliberate efforts to immerse yourself into their work environments in order to study their needs.
I worked on a smart camera product that addressed the pain points of healthcare professionals during my first year as a product manager. Having never worked in the healthcare sector or known anyone who did, it was especially challenging for me to understand their needs.
On the other hand, for consumer products, it is a lot easier for product managers to relate to, and to connect to customers/users often.
In that sense, working on enterprise products can be challenging; but the hard-earned expertise you gain will become your unique selling point as you continue your career in that field.
4. PM in Established companies vs Early-stage start-up
The key point is that at different stages of growth, the product manager’s scope is drastically different.
An early-stage company gives you the exposure to business validation whereas a more established company provides you with the experience of how to acquire and maintain market share.
I have written a more detailed piece on this topic here.
5. Final Words
Understanding the different types of product manager roles makes you aware that you have options.
Within the first three years of your product management career, it is perfectly fine to try out different roles to see which one plays to your strength, and which one you absolutely loathe.
