Product should overlap with Marketing
Don’t fall trap to Product | Growth
Your business is your product, first and foremost. This concept doesn’t just apply to Software products.
- The traditional Product Manager has to work with Marketing to ensure that the product is positioned properly for market fit.
- The traditional Marketer has to work with Product to make sure that the Product is living up to what message the Marketer is creating.
When the Product Director infuses the two, you win.
Silos are dangerous in companies and a lot of times its how they fail long term without the company having any idea what is ‘killing the company’.
I expect over the next 5-10 years this will be a more common role and it will be assumed that the Product Manager will be actively growing the business and/or concerned about that as they go about their day to day job.
Further reading on this trend can be found here: https://hbr.org/2016/02/every-company-needs-a-growth-manager