The Development team wants the PM to enable them to build the product by prioritizing requirements. The Sales folks want the PM to help them on their demos. The Marketing team needs PM inputs to plan for the launch. The Product Manager thus spends a lot of time trying to support other departments doing tactical work. But in order to take strategic decisions (macro and micro level) with regard to the product, the PM needs to have a deep understanding of his/her customers (the market), which requires interaction with customers and prospects. Striking the right balance is the key.
Some companies that follow agile methodology have advocated a new role called “Product Owner” to support the product development team with customer/market information or in other words the MRD/PRD.
In such cases the Product Owner!= Product Manager. The Product Owner’s role is in fact a small subset of the Product Manager.
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