[et_pb_section fb_built=”1″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n
<\/p>\n
On these pages, we have talked in detail about product management<\/a>, an organizational function widespread within those companies that are dedicated to the development of products and\/or services. The product management function goes through several stages, from the generation of ideas to the creation of the prototype, to the launch on the market, passing through the analysis and receipt of feedback. Within these processes, product management is that iterative framework essential for intercepting, deciphering, and measuring needs from the public side, so as to be able to imagine and deliver products that bring real value to the end-user.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n In this article, we will go into detail on the figure of the Product Manager – to understand what his role<\/strong> is, what his responsibilities<\/strong> are, how much he earns<\/strong> and how to pursue this career. Until twenty years ago there was still a lot of confusion behind this profession, in Europe as well as overseas. Product management in one form or another already existed, but the term “product manager” only started popping up in job description title taglines after 2000. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_image src=”https:\/\/lucianocastro.com\/wp-content\/uploads\/2021\/12\/vennx3-copia-2.jpg” alt=”product manager ux business tech” title_text=”vennx3 copia 2″ _builder_version=”4.9.10″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n The product manager is the person in charge of identifying the customer’s needs<\/strong>, placing them in an economic relationship with the business objectives of the company<\/strong>. Its role is fundamental in the research and analytical processing phases<\/strong>, in the development of the strategic vision shared with the management and stakeholders. Product managers set goals<\/strong>, define ways of success<\/strong>, help motivate teams, and are directly responsible for the final result.<\/p>\n <\/p>\n <\/p>\n We can define some responsibilities on a general level, the specific responsibilities vary according to the size of the company<\/strong>. In larger organizations, for example, product managers are integrated into larger teams that include researchers, analysts, developers, designers, and marketers. Within these environments, work on the product is in a continuous flow: projects are developed, prototypes are tested, feedback is received and bugs are fixed. At the same time, there is a lot of work to be done to keep the teams and internal departments involved together<\/strong>. In smaller organizations, on the other hand, there are fewer stakeholders to agree on, but also less productive force and useful resources in developing a strategic vision.<\/p>\n Generally speaking, the 6 responsibilities of a product manager<\/strong> are:<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”1_2″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n To date (December 2021) in Italy, in the Florence area, the average salary of a product manager is around 43,000 euros<\/strong>. The data comes from Glassdoor, the platform dedicated to transparency in the workplace that offers ratings and reviews on companies, open positions, growth trends, and salary reports<\/strong>. It is very interesting to see how this figure was formed: it ranges from junior positions, with a lower level of seniority (such as that of Associate Product Manager<\/strong>) offered at around 32,000 euros, to more advanced positions in which you earn up to 76,000 euros gross per year (Director, Lead of Product<\/strong>). This shows that in this sector, experience certainly pays off and the ‘customer portfolio’ of each product manager is an important factor in selecting a new position.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_image src=”https:\/\/lucianocastro.com\/wp-content\/uploads\/2021\/12\/money-g51d7e90b8_1280.jpg” alt=”stipendio product manager” title_text=”money-g51d7e90b8_1280″ _builder_version=”4.9.10″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n These numbers are much lower than the American average: in the United States<\/strong>, the RAL of a product manager on average is 99,000 euros a year<\/strong> – given that it immediately makes us understand how this figure is more taken into account overseas. But even in England<\/strong>, we are on proportions of double or triple the Italian figure – ranging from 80,000 to 120,000 euros gross per year<\/strong>.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_image src=”https:\/\/lucianocastro.com\/wp-content\/uploads\/2021\/12\/Product-Manager-stipendio.png” alt=”product manager stipendio” title_text=”Product Manager stipendio” _builder_version=”4.9.10″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Below are the skills, duties, and activities envisaged taken from a real job advertisement for ‘Product Manager for eCommerce’.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_image src=”https:\/\/lucianocastro.com\/wp-content\/uploads\/2021\/12\/edwin-andrade-4V1dC_eoCwg-unsplash.jpg” alt=”come si diventa product manager” title_text=”edwin-andrade-4V1dC_eoCwg-unsplash” _builder_version=”4.9.10″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Looking at the job vacancies on Glassdoor for Italy, the search trend is growing. If we look at the Florence area, for example, there are many open positions. Brands such as Granarolo, Menarini, Team system, Yoox, Knauf, Vodafone, Baker Hughes, Monte Dei Paschi, Trenitalia, Cisco System, and many others are looking for a product manager. Apparently at the level of demand, on the national level, large companies are beginning to understand the importance of this role. But how are we doing with the offer? How does one become a product manager and what are the training courses?<\/p>\n <\/p>\n <\/p>\n To date, there is no course of study<\/strong> to undertake this profession, nor a qualification or certification<\/strong>, nor is there a history of hiring to determine a standard training model. However, we know that most companies looking for product managers look to undergraduate and postgraduate education. The presence of relevant qualifications, especially a bachelor’s or master’s degree<\/strong>, is, therefore, one of the minimum requirements. What are the sectors in which to specialize? What are the sectors in which to specialize? There is no single answer to this question. Looking at the market, it can be seen that skills in economics and business organization, communication, marketing, and sales<\/strong> are often required. The driving sectors – those in which there are more job opportunities, according to the ProductPlan types, are four: IoT; Health; Banks and Finance; Entertainment<\/strong>. Regardless of the areas of intervention, that of the product manager is an increasingly sought-after figure.<\/p>\n Depending on the specific product sector, the skills required can be very specific: just think of the profound background differences between a product manager who has always worked in the fast fashion sector and one who comes from the world of pharmaceutical chemistry.<\/p>\n <\/p>\n <\/p>\n In Italy, those who want to take up this profession enroll in courses in business administration, business management, communication sciences, and marketing. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n The differences between the two figures are substantial – the function of backlog analysis, vision processing, directional alignment, and strategic supervision is reserved for the product manager<\/strong>. The project manager<\/strong>, on the other hand, takes care of everything that has to do with the executive plan: the planning, choice, and control of resources, the passage through the different phases of the lifecycle.<\/p>\n <\/p>\n <\/p>\n The term Product Owner is related to Scrum, a framework for applying the Agile methodology. Specifically, the product owner is the customer’s representative<\/strong> within the work team. Compared to the product manager, the product owner is less concerned with strategy and marketing. His figure is that of a project manager who identifies the needs, needs, and desires on the customer side, organizing himself in the phases of receiving the product backlog and interacting with the development teams.<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Read the data and interpret it in the right way. Make decisions based on findings coming from the data. The only way forward in the direction of digital transformation is precisely the data-driven methodology which becomes an essential guideline.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n To understand market and industry trends, Key Performance Indicators (KPIs) are essential. These are metrics such as: customer acquisition costs, the conversion rate of leads, the number of active users on a daily basis, their level of satisfaction.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Strategic thinking gives us a clear view of the market and the state of affairs of the competition. By proposing a vision, the product manager sets realistic and achievable goals in front of the teams. By planning it is possible to respect those objectives or change them, if necessary.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Knowing when and how to sell is the basis of any business reasoning. The product manager must be aware of the business organization, get in touch with the sales and marketing departments to understand what impact business decisions can have on his product.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Here we talk about UX skills. Products that provide an inimitable customer experience make the company successful. The manager must not be a UX developer, but must know the language of the User Interfaces and communicate with his UX Specialists.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_image src=”https:\/\/lucianocastro.com\/wp-content\/uploads\/2021\/12\/sports-ground-g8ab0dff74_1280-1.jpg” alt=”le 5 skills di un product manager” title_text=”sports-ground-g8ab0dff74_1280″ _builder_version=”4.9.10″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.10″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.9.10″ _module_preset=”default”][et_pb_text _builder_version=”4.9.10″ _module_preset=”default”]<\/p>\n <\/p>\n Going to close the picture we have drawn, let’s see what the specific roles are. The two most successful product manager cases are:<\/p>\n <\/p>\n <\/p>\n Since it is often difficult to find these people, in some companies the product management function is widespread. Let’s find out more with the example of Atlassian<\/strong>. There they use a triad<\/strong> – one lead of development, one of design, and one in business<\/em>. Three figures work together to guide the product strategy. In support of the triad there are certainly project managers, but also other figures:<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Product Management – What is it? On these pages, we have talked in detail about product management, an organizational function widespread within those companies that are dedicated to the development of products and\/or services. The product management function goes through several stages, from the generation of ideas to the creation of the prototype, to […]<\/p>\n","protected":false},"author":5,"featured_media":3584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" [et_pb_section fb_built=\"1\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_row _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_text _builder_version=\"4.9.10\" _module_preset=\"default\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> \u00a0<\/p> Su queste pagine abbiamo parlato dettagliatamente di product management<\/a>, una funzione organizzativa diffusa all\u2019interno di quelle aziende che si dedicano allo sviluppo di prodotto e\/o servizi. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_text _builder_version=\"4.9.10\" _module_preset=\"default\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> \u00a0<\/p> In questo articolo andremo ad approfondire meglio rispetto alla figura del Product Manager \u2013 per capire qual \u00e8 il suo ruolo<\/strong>, quali sono le sue responsabilit\u00e0<\/strong>, quanto guadagna<\/strong> e come si intraprende questa carriera. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_image src=\"https:\/\/lucianocastro.com\/wp-content\/uploads\/2021\/12\/vennx3-copia-2.jpg\" alt=\"product manager ux business tech\" title_text=\"vennx3 copia 2\" _builder_version=\"4.9.10\" _module_preset=\"default\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_column type=\"4_4\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_text _builder_version=\"4.9.10\" _module_preset=\"default\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> \u00a0<\/p> Il product manager \u00e8 quella figura incaricata di identificare i bisogni del cliente<\/strong>, ponendoli in relazione economica con gli obiettivi di business dell\u2019azienda<\/strong>. Il suo ruolo \u00e8 fondamentale nelle fasi di ricerca ed elaborazione analitica<\/strong>, nello sviluppo della visione strategica condivisa con la direzione e gli stakeholders. I manager di prodotto stabiliscono gli obiettivi<\/strong>, definiscono le modalit\u00e0<\/strong> di successo, aiutano a motivare i team e sono responsabili diretti del risultato finale.<\/p> \u00a0<\/p> \u00a0<\/p> Possiamo definire alcune responsabilit\u00e0 a livello generale, le responsabilit\u00e0 specifiche variano a seconda delle dimensioni dell'azienda<\/strong>. Nelle organizzazioni pi\u00f9 grandi ad esempio, i product manager sono integrati all\u2019interno di team pi\u00f9 grandi di cui fanno parte ricercatori, analisti, sviluppatori, designer e marketer. All\u2019interno di questi ambienti il lavoro sul prodotto \u00e8 a flusso continuo: si elaborano progetti, si testano prototipi, si ricevono feedback e si riparano bug. Allo stesso tempo c\u2019\u00e8 tanto lavoro da fare per tenere insieme i team e i reparti interni coinvolti<\/strong>. Nelle organizzazioni pi\u00f9 piccole di contro ci sono meno stakeholder da mettere d'accordo, ma anche meno forza produttiva e risorse utili nell\u2019elaborazione di una visione strategica.<\/p> A livello generale le 6 responsabilit\u00e0 di un manager di prodotto<\/strong> sono:<\/p> \u00a0<\/p> [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\"1_2,1_2\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_column type=\"1_2\" _builder_version=\"4.9.10\" _module_preset=\"default\"][et_pb_text _builder_version=\"4.9.10\" _module_preset=\"default\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> \u00a0<\/p> \u00a0<\/p>Product Manager – Who it is?<\/h2>\n
To better understand who the product manager is in terms of knowledge and skills, we can refer to the diagram of Martin Eriksson<\/a>, founder of ProductTank<\/strong>, which places him at the intersection of business, technology, and user experience<\/strong>.<\/p>\nWhat does a Product Manager do?<\/h2>\n
The Responsibilities of a Product Manager<\/h3>\n
\n
The career of a Product Manager<\/h2>\n
\u00a0<\/h3>\n
Product Manager: Salary<\/h3>\n
What a job posting looks like<\/h2>\n
Skills required<\/h3>\n
\n
Software, tools, and operating environments<\/h3>\n
\n
Planned activities<\/h3>\n
\n
The job market for a Product Manager in Italy<\/h2>\n
How do you become a product manager?<\/h3>\n
The education courses offered in Italy<\/h3>\n
The specific offer for product managers is mostly limited to sporadic higher university training courses and small intensive seminars<\/strong>. For example, the School of Management of the Politecnico di Milano organizes a two-day course for marketing and product managers. The idea is to provide the skills to develop a new product development plan in a marketing logic, understanding the insights from customers.<\/p>\nProduct Manager vs Project Manager<\/h2>\n
Product Manager vs Product Owner<\/h2>\n
What are the skills of a Product Manager?<\/h2>\n
There are 5 essential skills<\/h3>\n
Reading and understanding of data<\/h4>\n
Insights and KPIs<\/h4>\n
Strategic processing<\/h4>\n
Market competencies<\/h4>\n
Design and user experience<\/h4>\n
Different roles of Product Management<\/h2>\n
\n
\n
Product Management - What is it?<\/h2>
La funzione di gestione del prodotto attraversa diverse fasi, dalla generazione delle idee, alla creazione del prototipo, al lancio sul mercato, passando per l\u2019analisi e la ricezione dei feedback. All\u2019interno di questi processi, il product management \u00e8 quella cornice iterativa essenziale per intercettare, decifrare e misurare i bisogni lato pubblico, cos\u00ec da essere capaci di immaginare e consegnare prodotti che portino reale valore all\u2019utente finale.<\/p>Chi \u00e8 il Product Manager?<\/h2>
Fino a vent\u2019anni fa c\u2019era ancora molta confusione dietro a questa professione, in Europa come oltreoceano. Il product management in una forma o nell'altra gi\u00e0 esisteva, ma il termine \"product manager\" \u00e8 cominciato a spuntare nelle title tagline delle job description soltanto dopo il 2000.
Per capire meglio chi \u00e8 il product manager a livello di conoscenze e competenze, possiamo far riferimento al diagramma di Martin Eriksson<\/a>, fondatore di ProductTank<\/strong>, che lo pone all'intersezione tra business, tecnologia e user experience<\/strong>.<\/p>Che cosa fa un Product Manager?<\/h2>
Le Responsabilit\u00e0 di un Product Manager<\/h3>
La carriera di un product manager<\/h2>
Product manager: stipendio<\/h3>