The Evolution of Product Roles: Merging Product Management and Product Marketing

Our world is increasingly driven by digital products and services, the tech industry is witnessing an intriguing evolution in its professional landscape. A trend that recently caught the industry's attention was Airbnb's announcement of replacing traditional Product Managers (PMs) with “Apple-style” Product Marketing Managers (PMMs). This move marks a significant shift in how tech companies are approaching product management and marketing roles, drawing on the long-established practices of Consumer Packaged Goods (CPG) companies.

## The Legacy of Brand Managers

For decades, CPG companies have harnessed the comprehensive role of brand managers. These industry professionals are tasked with owning the entire Profit and Loss (P&L) for the product line, directing research and data analysis efforts, and creating the product strategy. Brand managers also collaborate with Research & Development (R&D) to shape the product, the supply chain for delivery, and with agencies to orchestrate multi-channel promotional campaigns.

The role of a brand manager extends beyond typical marketing boundaries to encompass every facet of the product's life cycle. This integrated approach offers a comprehensive understanding of the product and its place in the market, providing a holistic view that can drive superior strategies and decisions.

## The Dichotomy in the Tech Industry

However, the tech industry has conventionally separated product management and product marketing into distinct roles. While this division may serve highly technical companies requiring PMs to have intricate coding and tech knowledge, it can also foster a siloed working environment. The product manager, focused on the product's technical development, and the product marketing manager, concentrating on market strategy, often work independently. This fragmentation may lead to a lack of shared understanding, potential conflicts, and tunnel vision.

## The Emergence of a Hybrid Role

With Airbnb adopting a hybrid role of PMM that merges product management and product marketing, the industry is witnessing an innovative solution to this dichotomy. This "Apple-style" PMM represents an integrated approach reminiscent of the traditional brand manager role, which aligns product strategy with business and marketing strategy seamlessly.

Furthermore, the role of a PMM is increasingly becoming central to organizations in today's digital world. As the connective tissue that brings together brand, product, go-to-market strategy, customer, and demand generation, PMMs are uniquely positioned to influence all aspects of the product journey. They take up the mantle of key strategists and collaborators, ensuring that all functions work in tandem to deliver successful products. The work and insights that PMMs create form the foundation upon which other functions can perform their roles effectively.

## Implications for the Future

The merging of product management and product marketing roles into a unified PMM role holds great potential for the tech industry. It offers a way to overcome the traditional disconnect between these two essential functions, enhancing the shared understanding, reducing conflicts, and fostering a more cohesive strategy.

The hybrid role represents a perfect blend of the brand manager's comprehensive approach and the innovative spirit of tech companies. As tech organizations continue to evolve and grow, this convergence of roles might well become the industry standard. It's a testament to the increasing importance and centrality of product marketing managers, demonstrating that no other function can effectively operate without their integral contributions.

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