Simply put, product managers are responsible for putting products on the shelves. Product marketers are supposed to get these products off the shelves and to the customers. With this basic understanding, we will dive deep into the differences between product marketing vs product management.

Both these roles are different but also have overlapping responsibilities. At times representatives of these roles need to work together and create harmonious interactions between the product and the people who use it.

Product managers set the product roadmap according to the vision and identify customer pain points to build a better product. Marketers use the vision to market the product and enhance product outreach so the target audience can discover the product. They focus on positioning the product, build the messaging, marketing materials, and run campaigns for a product’s growth.

Deciphering Product Management and Product Marketing

From startups to established companies and enterprises, all companies need product marketers and managers.

Product Marketing and Product Marketers

It is about bringing the products to the right people and markets online or offline. Within this field, the professionals focus on understanding the target audience, building product awareness, and converting sales to grow revenue. 

A product marketer must first understand the customers and then communicate the value proposition of the product to the target audience. 

Throughout the years, this niche has evolved. In the age of online buying, mobile shopping, and social media, product marketers are often presented with marketing challenges. 

They create marketing campaigns for different audiences and target markets.

Key Responsibilities of Product Marketers

●   They develop and implement plans to take the products to the market.

●   They write product positioning statements and messages to attract audiences.

●   They create sales enablement strategies and plans.

●   They stay on top of the market trends, run analysis, and integrate insights into marketing campaigns.

●   They are responsible for managing bringing the product into the market and ensuring their marketing strategies are implemented.

●   They understand the customers and relay the information to product developers, designers, and managers.

Product marketers create a winning strategy to ensure that the products sell. With time, the role of product marketers has evolved to take on additional responsibilities and skill sets pertaining to creating the requisite strategies.

In addition to the principle knowledge, product marketers need technical skills for research and product development. They also need good relationships with the internal and external stakeholders to get complete product information and help build the right product.

Overall, product marketers represent the voice of the customers. They align product communication with customer preferences and ensure the product sells.

Product Management

Product management represents the development lifecycle of a product. It involves harnessing strategies that lead to the development of budget and time-constrained products.

A manager is tasked with understanding, supervision, development, and launch of the product. They work on the product strategy and execution from the point it is under research to the point of first sale. 

The managers have a cross-functional role as they are involved in multiple processes. Their inputs are required in the design, development process, and even in marketing.

Key Responsibilities of Product Managers

●  They help with the creation of product vision and strategy.

●   They build a product strategy from the first stage of ideation to the last stage of approvals.

●   Their duties include identifying the most important features and functions of the product.

●   They manage and supervise the entire product development process.

●   They monitor and track product performance and suggest improvements according to the feedback.

●   They collaborate closely with the marketers to conduct research and sell the product.

●   They interact with the internal and external stakeholders to acquire information about the product.

Through their impact on the product development process, they play a significant role in the company’s success. However, the specific roles and responsibilities of a manager can vary according to the company’s requirements, product, and goals.

Difference Between Product Management vs Product Marketing

A key difference in product manager vs marketer is that the former is about creating the right product, and the latter is about taking the product to the right audience.

Product marketers and managers are among the most critical roles companies must include in their teams. At several points, their roles intersect, but the differences remain.

Goals and Objectives

Product Management Product Marketing
Here the focus is on researching the market, user feedback analysis, and identifying the user’s pain points. They use this information to design and develop befitting products.

After understanding the end-user’s needs, the managers translate the information into the product vision and develop product goals.

They create a product roadmap and decide on features to ensure maximum value proposition for the customers.

The managers play a cross-functional role and work together with different teams and professionals to ensure effective product development and that it launches in the market on time.
Product marketing is responsible for creating and implementing the go-to marketing strategy for the development of products and solutions. The marketers set marketing goals based on the information they gather about the customers, product, and the market.

The marketers take care of the product launch. Creating hype and generating buzz and excitement in the market before the launch is as important as marketing strategies after the product launches.

Product marketers build marketing campaigns for promotions and increase product awareness, making the target audience interested in buying the product.

In addition to these objectives, product marketers work to sustain the desired levels of performance metrics. They leverage data gained from campaigns to maximize ROI.

Product managers aim to build the right product to meet the user’s needs and expectations. They help companies achieve business goals. However, product marketers focus on taking the product to the market and implementing ways to generate demand while maximizing product value.

Roles and Responsibilities

Product Management Product Marketing
Contrary to popular belief, management experts are not responsible for creating the product. Instead, professionals in this role strategically direct the product life cycle at every stage.

The managers digest information from different individuals and perspectives to plan the delivery of the product.

They are invited to all the meetings from product research to development, testing, and finally, positioning.

Their core responsibility is to create a feasible product that satisfies the user’s needs and completes the business objectives.

They work according to the company goals and customer preferences to decide what features, aspects, and functions will be added to the product.

The management team keeps an eye on the trends. They make data-driven decisions to drive better product sales.

A manager then advocates these changes to ensure that the company prioritizes the development of a customer-centric product with better potential.

This field has three key roles;

Product Owner: Working with the team of developers, designers, and testers, they become the voice of the customer.

Technical Product Manager: Professionals in this role have an impressive technical understanding of the product. For an online solution, they share insights to create front-end and back-end services, APIs, etc.

Growth Product Manager: With prior experience in marketing, growth product managers work with the team to improve product performance and ensure it performs well in the market.
The roles and responsibilities of a product marketing are to understand the customers, their needs and then devise product messaging according to their preferences.

It's not that the product marketers build campaigns around what the customers wish to hear, but the product they promote is also built around the customer requirements.

They use customer and product experience insights to understand what motivates customers to try new products.

The professionals uses the most suitable marketing channels to promote the products to increase impressions and conversions.

Knowing the customers, the marketing team promotes the product based on the insights. They communicate product value and work to differentiate it from the competitors. They define a target audience and understand their preferences to build a go-to marketing strategy.

Product marketers are not just responsible for marketing; they also help decide product pricing, distribution channels, and product launch plans.

Product marketers also play a key role in increasing product adoption. They build educational content related to the product while associating with the sales, product, and customer success teams.

In an evolving product marketing landscape, marketers also play a key role in getting the product to market by increasing adaptability. They contribute towards product innovation and stay updated with the latest trends.

Some important roles are;

Product Marketing Analyst: Analysts conduct extensive customer research and competitive analysis to create product marketing strategies.

Technical Product Marketing Manager: With an in-depth technical knowledge of the product, they focus on creating documentation, white papers, and technical support for the sales and marketing professionals.

The managers are the carriers of a product’s vision, strategy, and development. On the other hand, product marketers are the champions of product messaging, building product-adoption strategies, and increasing demand generation. 

Key Differences In Skills and Strategies

Product Management Product Marketing
The management professionals possess the skills to build roadmaps guiding the organization to improve product outcomes over time. Using their skills and expertise, the managers find gaps in the product, understand customer feedback, and suggest changes in product design, features, and other aspects.

The most important management skills are;

Customer Research: Get product-related insights from user research methods like interviews, heatmaps, and session recordings to understand how customers are using products and discover new insights.

Actionable Strategy Creation: Create strategies based on customer and product experiences while aligning them with the company goals. They come up with new ideas for the products and where to add new features.

Product Updates: Prioritize which product updates will be integrated and in what sequence. They base their decisions on customer preferences and market sentiments.

In addition to these skills, a manager must have analytical and problem-solving skills. They must know how to think strategically, communicate, and collaborate with other teams.

Professionals in this role need to have empathy to understand their customers. They require technical skills to understand the complex information behind the product configuration and collaborate with the design and development team.
In product marketing, professionals need extensive research skills to understand the customers, market, and trends. They need to understand the process and ways to communicate with the target audience, understand their pain points, and then build campaigns around the information they have gathered.

They need to build strategies on how to sell a product. Any product has multiple features and benefits, but a product marketer is responsible for choosing which feature or benefit must become the USP. This choice is driven by a customer’s preferences and pain points.

A product marketer’s key skills include;

Customer Empathy: The marketers must become the champion of understanding their customers. They must know how to use various tools and methods to get as close as they can to the customers. Essentially, marketers must know how to stand in the customer’s shoes.

Cross-Functional Team Collaboration: Marketers must know how to work harmoniously with other teams and help advertise their products. They need to understand cross-functional goals, identify customer insights, and build effective campaigns.

Strategic Thinking: A strategic mindset is essential for product marketers to succeed in their job roles.

In addition to these skills, product marketers must know how to work with large amounts of data. They need to know how a product is being used.


The main difference between a product management team and product marketing, in terms of skills, is that the former is about creating a strategy, and the latter is about translating that strategy into marketing.

Behavioral traits of Product Marketing and Product Management

Product Management Product Marketing
Product managers need to have behavioral traits like;

● Superior organization
● Interpersonal acumen
● Empathy

Using these behavioral traits will help them build, manage, and oversee the development of efficient products.

The managers need strong operational minds and engineering skills. They need a growth mindset to build innovative strategies.

A successful manager is someone who loves to work with details and enjoy planning, strategy making, and collaboration.

They are ready to take, accept, and process feedback from cross-functional teams and are adaptive to the customer’s demands.
A marketing team and manager should be creative and have a strategic mindset. They must know how to impress and attract the target audience with the right words, graphics, and other media elements.

More importantly, they need to be storytellers and know how to create excitement in the market.

They need to be empathetic to the customer’s requirements and preferences.

Product marketers must excel at market research and be ready to build relationships with customers and stakeholders.

Product managers are analytical and data-driven, and their focus is on developing products that work. Product marketers, on the other hand, need to be creative and have persuasive behavioral traits.

Can Product Managers and Product Marketing Manager Work Together?

Product marketers and product managers have somewhat similar responsibilities. Both roles focus on product development and ensuring that their products reach the target audience and market effectively. 

Companies that excel have a common trait where their product management and marketing professionals work together. They both are eager to learn more about the product and identify ways to bring the best user experience to the target audience.

Here are a few areas where product marketers and managers collaborate on their resources, ideas, and strategies.

1. Market Research

Both product marketers and managers need to understand customers. While the purpose of understanding the customer may differ, how they conduct customer research matches.

They use surveys to understand customer insights and shape the product’s positioning. During product development and marketing, they need to understand what drives a customer’s decision to buy and use the product.

Where marketers use this information to build campaigns, managers use this information to build product development roadmaps and designs.

For instance, product managers identify user’s frustrations in terms of design flaws. Product marketers taking this information can revamp their marketing material to demonstrate the ease of use or the intuitiveness of the user interface.

Professionals in both roles gather qualitative and quantitative data to dive into anything from product development to marketing. With Qwary, managers and marketers can conduct extensive research through surveys, use heatmaps to analyze customer interaction, and session recordings for deeper insights.

2. Influence on Product Development

Effective communication between both the professionals and their teams is required to build success-ready products. Their collaborative views on market sentiments, features, and design come together to build the best possible version of the product.

They work together to address development and marketing challenges. Where marketers may need help in framing the right content, managers need assistance in understanding customers’ emotional needs.

3. Product Packaging

Product managers and marketing managers together can determine the product packaging development process. Both teams bring their understanding of the customer, research, and insights to identify the best value proposition.

Since they are closely associated with the brand goals and objectives, they collaborate on decisions, which features to showcase on packaging, what information to share, etc.

4. Customer Understanding & Advocacy

Both roles work in close collaboration to ensure the end-users get the best experience they can from the product. Professionals in these roles advocate customer’s preferences by empathizing with them.

They identify customer preferences and leverage their understanding to formulate strategies in their respective domains. They bring their understanding of the customers to the table.

Using these insights, other teams like sales, product development, operations, packaging, etc. are able to gain a comprehensive view of the target customers.

5. Data Analysis

Data analysis is crucial for marketers and product managers to achieve the results they desire and learn more about product. Both leverage data insights and metrics like conversion rate, customer feedback, and other KPIs to get a better grip over customer behavior and preferences. 

Where managers use product packaging-related data to optimize product shelf appeal and marketers use it to design packaging that attracts attention and encourages purchase.

Product managers and product marketing managers work in close collaboration to build  strong relationships with the customers and product development teams.


A product manager and marketer are complementary roles that contribute towards the achievement of a common goal. They take decisions associated with product development, designing, packaging, and marketing.

However, there are some areas where both roles don’t intersect and need their own individualistic freedom to deliver results. For an organization wanting to hire a product manager & product marketer, they need to work on different job descriptions and hire different people for the job. 

However, both product managers and marketers can work together with tools like Qwary. Using real-time insights, professionals in both domains can use a wide range of in-built tools for data research, analysis, and evaluation.


Can Product management manager & product marketer be the same person?

The two roles are different and so are their responsibilities, objectives, and goals. Hence, one person cannot take on both the roles. Although many startups trust one person to do both the jobs due to limited resources. The person wearing both the hats takes advantage of the overlapping objectives and duties.

Why is product marketing important?

Marketing a product is important for successful launch and developing detailed product communications. Moreover, they are required to create a robust sales narrative and increase retention. Product marketers create valuable marketing material that increases trust and enables the target audience to engage with the brand.

Why is product management important?

It is essential to ensure product-market fit and increase product adaptability. The product managers discover insights to create the best-in-class products for the target audience.

Which are the stages of product management?

A product management process includes finding the problem, questioning the problem, testing different solutions, designing the solution, determining product features and initiatives, building the MVP, and leading to successful product release.

Why should product managers learn to code? 

When a product manager learns to code, they gain the skills to better understand the product, communicate with engineers, and gain the problem solving skills. As a result, the product managers ensure that they are able to make better informed and analytical decisions.

Dec 26, 2023
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