“The difference between a regular product manager and a great one is the ability to turn vision into reality.” – Ellen Chisa
Product Management Function Setup Checklist for Practitioners
This checklist provides a step-by-step guide to setting up a product management function from scratch, covering essential tasks, process creation, role definitions, and tools for success.
Vision and Strategic Alignment
- Define the Purpose of Product Management:
- Identify how product management will add value to your organization.
- Align with Organizational Objectives:
- Ensure the product function supports the company’s strategic goals.
- Set Key Success Metrics:
- Identify metrics to measure the product management function’s success (e.g., customer satisfaction, feature adoption, revenue impact).
Define Key Roles and Responsibilities
- Establish Product Leadership:
- Assign a product leader who will set the vision and oversee strategy.
- Define Product Manager Responsibilities:
- Outline PM duties, including market research, backlog management, and feature prioritization.
- Set Up Product Operations:
- Determine who will handle data, and feedback loops, and optimize workflows.
- Clarify Collaboration Expectations:
- Define how product leadership, PMs, and product ops will work together and with other teams (engineering, marketing, etc.).
Develop a Product Lifecycle Framework
- Ideation and Discovery Process:
- Establish a process for customer research, market analysis, and competitive analysis.
- Prioritization Framework:
- Choose a prioritization model (e.g., RICE, MoSCoW) to evaluate and rank product ideas.
- Define Development Workflow:
- Use Agile or another methodology to structure development sprints and collaborate with engineering.
- Set Up Testing and QA:
- Ensure QA is a part of the PM’s role to validate product quality and usability.
- Launch and Rollout Process:
- Create a standardized approach for product launches, including success metrics, communications, and contingency plans.
- Post-Launch Feedback Loop:
- Implement a post-launch monitoring system for data collection, user feedback, and continuous improvement.
Equip Product Managers with Skills and Education
- Product Management Training:
- Invest in PM training resources (e.g., product management courses, and foundational books).
- Cross-Functional Training:
- Facilitate cross-functional learning (e.g., engineering shadowing, design basics) to strengthen collaboration.
- Set Up Mentorship Programs:
- Pair new PMs with senior leaders or experienced PMs internally or externally.
- Encourage Continuous Learning:
- Build a culture of learning through workshops, PM community engagement, or product conferences.
Implement Technology and Tools for Efficiency
- Roadmapping Tools:
- Adopt tools like Productboard or Aha! for product roadmaps and prioritization.
- Data Analytics:
- Set up product analytics tools (e.g., Amplitude, Mixpanel) to enable data-driven decision-making.
- Collaboration and Documentation:
- Use tools like Jira, Confluence, and Slack to streamline PM, engineering, and cross-functional work.
- Feedback Management:
- Implement systems to capture user feedback and integrate it into the development cycle.
Foster a Culture of Innovation and Continuous Improvement
- Encourage Experimentation:
- Enable PMs to test ideas through A/B testing, MVPs, or prototypes.
- Celebrate Wins and Progress:
- Regularly share product successes and milestones with the broader organization.
- Solicit and Act on Feedback:
- Periodically review PM processes and adapt tools to the organization’s evolving needs.
- Monitor and Refine:
- Establish a quarterly or semi-annual review of the product function’s impact and areas for improvement.
Wrapping up…
By following this checklist, practitioners can ensure they are building a robust product management function that is strategically aligned, equipped for execution, and adaptable as the organization grows. This foundation will enable the product team to turn customer insights and market opportunities into impactful products.
