davidfacer.com / aimaturitymodels.com / Function Models / Product Management Function Model
Product Management Function Model
Product management turns market, user, and business inputs into product decisions and outcomes.
A governed system of activities, capabilities, and tools — this is a function model, not a process nor a lifecycle — inputs to outputs.
Inputs
Market intelligence
- Competitor data
- Buyer intelligence
- Customer/user insights
- Analyst insights
Product Management Function
What the PM does all day
What the PM is good at
Market intimacy
- Customer/Buyer Engagement
- User Intimacy
- Market/Analyst Engagement
Deep knowledge of markets, customers, users & analysts
Persona generation
- User Personas
- Buyer Personas
- Delivery & Support Personas
Structured archetypes for effective PDLC and key stakeholder groups
Beat competitors — cheaper, faster, higher quality
Where authority over portfolio, prioritization, roadmap, pricing & scope is maintained
Enabling substrates
Tools
- RMS / ALM / Engineering Collaboration Tools
- Document & Presentation Tools
- Design & UI Tools
- GTM & MarCom Tools
- Analytics & Outcomes & Market Measurement Tools
Governance
- Stage-gate reviews
- OKR cadence
- Compliance & risk review
Resources
- PMs
- Designers
- Engineers
- Data analysts
- GTM stakeholders
Resources execute the function, but do not define it
Standards
- Agile / SAFe / dual-track discovery
- Data privacy
- Accessibility
Outputs
Engineering & delivery
What engineering needs to know what to build
- Requirements
- Prioritization
- Release goals
GTM & market-facing
What sales and the market need to price, position, and sell
- Positioning & Pricing
- Market messaging
- Provisioning & Billing Plans
- Buyer Personas & Battlecards
Operations
What operations needs to keep customers happy and paying
- Support materials & training
- User feedback mechanism
Leadership & governance
What leadership needs for cadence, fiduciary duty & alignment
- Product strategy
- Executive transparency