Product management has undergone drastic changes in the past few years. The main reason behind this is a boom in software development and the increasing popularity of Agile product development methodologies. Product management now encompasses various roles and responsibilities. Organizations require the right product personnel at the right place. However, titles like Product Owner and Product Manager are really confusing. A Product Owner with SAFe® Agile Product Owner certification training will help you create a new product. On the other hand, a Product Manager with SAFe® Product Manager certification will focus on building a business revolving around the product. Product Owner is the tactical person who supports the Product Manager who is the strategic person who owns and updates the vision of the product.
When it comes to hiring product professionals, there is a big confusion between the responsibilities of a Product Owner and a Product Manager. Does a Product Manager rank higher than a Product Owner? Are both of them required in an organization to run the show? In large organizations, there are multiple people responsible for performing the product management function. However, in the case of small businesses and start-ups, there is only a single product professional. In such cases, business owners need to ensure that they have the right individual for the business requirements. It is not the title but the responsibilities and having clarity of the contribution that is required.
Identifying the need of the organization
- When hiring a product professional, business leaders must first make up their minds whether they need an individual with the skills, knowledge, and expertise of product development or someone who can create a business around the product.
- If the focus is on building a product and its seamless delivery to clients, a Product Owner having SAFe® 5 POPM certification would be the preferred choice.
- The product owner will work on the product backlog, Agile sprints, user stories, etc.
- However, if a leader is looking to build a business around a new product, a person with a wide range of skill sets will be needed. This person will be a Product Manager.
- A Product Manager with SAFe® Agile Product Manager training will focus on determining the needs of customers, followed by filtering the information into a set of technical requirements.
- At this point, the responsibilities of both a Product Manager and Product Owner take a different path.
Product Owner vs Product Manager: Roles and Responsibilities
Product Owner
A Product Owner who has successfully completed the SAFe® Agile Product Owner and Product Manager (POPM) certification training plays a Scrum-specific role in an organization. He is responsible for maximizing the value of the product, which is a result of the working of the Scrum team.
- Creates and manages the product backlog
- Works with team backlogs
- Creates user stories for the agile team
- Communicates the customers’ voice in the Scrum process
- Ensures that the backlog is clear and visible
- Helps prioritize the backlog to achieve the PI Objectives and goals
- Tactically focused (short to mid-term) on the product
- Defines and drives iteration goals in sync with PI goals
- has content authority of the team backlog
- Attends Scrum and Agile meetings
- Collaborates with the Product Manager to contribute to vision and roadamp
Product Manager
Compared to a Product Owner, the Product Manager who has completed the SAFe® Agile Product Management (APM) course performs an increasingly cross-functional role. He identifies the needs of users and prioritizes what to build next. The role of a Product Manager is a highly holistic one, from initial customer discovery to product delivery.
- Conduct user research to get valuable insights about customers using the Design Thinking Tools and get customer feedback
- Creates and updates a long-term vision and strategy for the product in line with feedback received and strategy of the company
- Develop and maintain the product roadmap
- Align the ART around a product roadmap
- Deliver unique features that delight customers alongside maintaining balance between Technical Debt i.e. Enablers and Maintenance activity
- Seamless communication with stakeholders, partners, and team to ensure proper alignment around the product direction and strategy
Even though the roles and responsibilities of a Product Owner and Product Manager differ, both of them ultimately work towards a common goal – build and improve products that create meaningful value for the users and stakeholders of an organization. AgilityPAD is a SAFe® silver partner providing SAFe® 5 POPM certification training and SAFe® 5 APM certification training and to Product Owners and Product Managers.
Many organizations around the world struggle to hire a Product Owner who has completed the SAFe® Product Owner and Product Manager (POPM) online certification training or a Product Manager who has a SAFe® POPM certification and SAFe® 5 APM certification training. For making the right decision, organizations need to focus on the results and not just the title. After careful evaluation of who is doing what, the decision-making process, and challenges, the organization can choose between a Product Owner or a Product Manager. Whatever the decision, an individual who has completed the SAFe® POPM/APM online training from a top training provider like AgilityPAD should be the preferred choice for companies.
