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.
