TechAbout - Job Duties

Research

Determine customers’ needs and desires by specifying the research needed to obtain market information.
Possess technical product knowledge or specific domain expertise.

Define the product vision, strategy, and roadmap.
Recommend the nature and scope of present and future product lines by reviewing product specifications and requirements.

Assess market competition by comparing the company’s products to competitors’ products.

Provide source data for product line communications by defining product marketing communication objectives.

Obtain product market share by working with the sales director to develop product sales strategies.
Develop the business case for new products, improvements to existing products, and business ventures.

Assess product market data by calling on customers with field salespeople and evaluating sales call results.

Provide information for management by preparing short-term and long-term product sales forecasts, special reports, and analyses. Respond to questions and requests.
Bring new products to market by analyzing proposed product requirements and development programs; preparing return-on-investment analyses; establishing time schedules with engineering and business teams.

Introduce and market new products by developing time-integrated plans with sales, advertising, and production teams.
Define market needs and articulate the valuable market problem being solved, along with priorities and justification for each part of the solution.
Be a market expert, understanding the reasons customers purchase products, including a deep understanding of the competition and how customers perceive and buy the product. Market expertise requires market research and competitive analysis skills.
Develop positioning for the product.
Develop the business case for new products, improvements to existing products, and business ventures.
Recommend or contribute information for setting product pricing. While this may vary by industry, an awareness of competitive pricing is essential for contributing to pricing decisions.

Determine product pricing by utilizing market research data; reviewing production and sales costs; anticipating volume; and costing special and customized orders.

Complete operational requirements by scheduling and assigning employees; following up on work results.
Work closely with engineering, sales, marketing, and support to ensure business case and customer satisfaction goals are met.

Maintain product management staff by recruiting, selecting, orienting, and training employees.
Maintain product management staff job results by counseling and disciplining employees; planning, monitoring, and appraising job results.
Maintain professional and technical knowledge by attending educational workshops, reviewing professional publications, establishing personal networks, and participating in professional societies.

Contribute to team efforts by accomplishing related results as needed.
Run beta and pilot programs during the qualification phase with near-final products and samples. In Agile environments, regularly review completed work and check with customers to ensure it meets expectations.
Act as the product’s leader within the company.