A Product General Manager (PGM) is a pivotal role that most product-centric organizations struggle with. The main problems faced by these organizations include:
PGMs are responsible for the entire life cycle of a product, from ideation to launch to post-launch maintenance and support. The role requires a unique combination of technical, business, and leadership skills, making it a challenging but rewarding career path. Best-in-class organizations like Amazon, Netflix and others emphasized hiring a GM who can make sure they are consistently obsessed with the success of their product. While there are some success stories there considering Netflix has a premier product that has shown value over time and its incremental value is amplified with a change in pricing widely accepted by the consumer. But... there are some use cases like Peloton that fell into the common trap of overindulging in quick growth (excess production of a good product without seemingly pivoting as the market changed pre to post-Covid). This is where a true GM could've changed the course while staying obsessed with the market conditions. These problems usually end up affecting the success of the product in various ways as in the example of Peloton which is now struggling to stay afloat. Most of the impact is finger pointing which leads to friction between stakeholders with executives trying to jump in and solve tactical issues. Executives must look at ways to hire a GM who is the single throat to choke in these situations.
While mature product-led organizations have figured this out with more of trial by fire. Startups to mid-sized companies which don't have the luxury of funds or time don't emphasize thinking outside the box. I have worked with numerous companies in the growth stage that end up with problems I described earlier in the article while functioning at hyperspeed. I have had the honor of helping a lot of these organizations to course correct by hiring or grooming a GM internally.
As a PGM, you will have many responsibilities to ensure the success of your product. These responsibilities include:
To be a successful PGM, you must have a range of technical, business, and leadership skills. These skills include:
The role requires staying up-to-date with industry trends and technologies, developing a product strategy that aligns with the company's business goals, and leading and motivating a team of professionals to achieve the product's objectives. From my experience, the right individual for this role is a sheer balance of all these aspects and comes from a strong product background. Its imperative product-led organization put the onus on hiring a GM who understands the nuances of the complexity it takes to launch/manage a best-in-class product.
Becoming a Product General Manager is a challenging but rewarding career path for those who have the necessary technical, business, and leadership skills. PGMs are responsible for the entire life cycle of a product, from ideation to launch to post-launch maintenance and support. I have worked for and with talented individuals who are well versed in general management of products with strong background in owning a P&L. Lot of startups and mid-sized companies are in the crunch to take the product to market fast and drive revenue. This is where a GM matters as the right individual with the already defined skills can help these organizations drive a strong go-to-market strategy (GTM) using a well tested playbook. In future articles, I can explain what is a product launch playbook that often times is critical to success of a GM running a product. This is a critical artifact that organizations can leverage to make sure they stay ahead of curve.
Remember, hiring a PGM is a critical decision that can have a significant impact on your organization's success. Take the time to thoroughly evaluate candidates and choose the person who has the mentioned skills, experience, and leadership qualities needed to drive innovation, growth, and customer satisfaction.
Please reach out to me if you have any questions.
Find out if MentorCruise is a good fit for you – fast, free, and no pressure.
Tell us about your goals
See how mentorship compares to other options
Preview your first month