HOW ARE PRODUCT TEAMS ORGANIZED?
Behind every great product is a great product team. The product team is responsible for implementing strategy, building the roadmap, and defining product features. These are the people who choose what gets built, promote what is new, and measure performance.
WHO MAKES UP THE PRODUCT ORGANIZATION?
A product team typically consists of cross-functional teammates. They are responsible for product management, product marketing, user experience, and product analytics. Product teams may also be tasked with marketing, forecasting, and profit and loss (P&L) responsibilities.
RESPONSIBILITIES OF EACH FUNCTION WITHIN A TYPICAL PRODUCT ORGANIZATION:
PRODUCT MANAGEMENT
Set the product vision and strategy
Plan and deliver releases
Collect and curate new ideas
Define new product features
USER EXPERIENCE (UX)
Conduct user research
Build user story maps
Create wireframes, mockups, and prototypes
Perform usability testing
PRODUCT ANALYTICS
Integrate data sources
Research market trends
Understand user journeys
Reveal user behaviors and pain points
PRODUCT MARKETING
Research the competitive landscape
Define buyer personas
Create and coordinate launch plans
Craft positioning and messaging
Consider these questions as you think about the best organizational structure for your product team:
Who are your target customers? How do their needs vary?
Which business goals is your team responsible for achieving?
Are there multiple products or product lines to be managed?
What are the functions of your product team?
What resources will be dedicated to each team?
Product teams need a sound structure and well-defined roles. But it all starts with a clear strategy that describes what you are trying to achieve. A clear product vision and strategy helps teams closely collaborate in a dynamic way.
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