A group product manager (GPM) leads and directs a product management team, responsible for research and development, product marketing and sales strategy, and overseeing implementation. The GPM bears full responsibility for the success and failure of each product and spends time asking questions to gain a firm understanding. The daily activities include writing sales and marketing plans, identifying new opportunities, working with R&D, coordinating with associated product managers, and providing market knowledge. The GPM also engages customers and ensures accurate implementation of the product strategy.
In most companies, a group product manager (GPM) is responsible for leading and directing a product management team representing a specific group of products. General responsibilities include research and development (R&D) of new and existing products, determining product marketing and sales strategy, and overseeing the implementation of such strategies. While a senior product manager is responsible for implementing the product strategy, the GPM is responsible for deciding on the actual strategy. This means that the group product manager bears full responsibility for the strategy, success, and failure of each product he represents. He spends a lot of time in the position asking questions and gaining a firm understanding of the unknown.
The daily activities of a group product manager are varied. He or she will spend a great deal of time writing sales and marketing plans, while coordinating those plans with the respective departments. As part of this responsibility, the identification of new opportunities in the market and the development of products that can effectively exploit these opportunities are included. The GPM will work with R&D to create product development plans, determine the required investment, and determine decision criteria to determine the progress of product development.
Once a product is decided on for development, the group product manager works with all associated product managers to develop and bring the product to market. As part of this process, he will provide feedback, ensure timely fulfillment of all established deadlines, and ensure that the product meets market expectations and customer requirements. Associated with the development of new products, the manager will also coordinate the provision of all market knowledge obtained through personal research. In addition to coordinating and providing this knowledge, the GPM will need to gather and analyze this information effectively to make informed decisions about the direction of product development. Asking questions is an inherent part of this process, particularly in areas where the GPM is unfamiliar.
From the launch of a product through all stages of the product lifecycle, a product manager will coordinate and provide product knowledge and market intelligence to support sales and marketing activities. Customers are important in this process, and the GPM can spend a considerable amount of time engaging customers and educating them about the product. The group product manager generally oversees and ensures accurate implementation of the product strategy he has developed, contributing practical experience and expertise where necessary.
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