![]() There are really three roles of product management: Product Strategy (which requires business expertise), Product Planning (which requires technical expertise), and Product Growth (which requires market expertise). ![]() ![]() The best measures for product management roles are aligned to their chief contributions. I would ask, Where do you want to be this time next year? One product manager wanted to move into marketing management and asked to be the lead on some promotional programs to improve his bench strength. I always motivated my team members with personal objectives associated with their professional development goals. The personal objectives metric is the only one the product managers truly feel they can control. These first two aren't particularly motivating because it is so hard to connect daily product management to these measures. In one company, the product managers are paid bonuses based on three factors: 1) Company profit, 2) product revenue, and 3) personal objectives. Product goals are often revenue or new customer acquisition activity goals are to encourage important but often neglected activities, such as market discovery. A fairly common approach is to measure job performance for product goals or activity goals.
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