What's the difference between a Product Manager, Product Engineer and Product Marketer
Looking to understand the roles of Product Manager, Product Engineer, and Product Marketer? Here’s a quick breakdown:
- Product Managers: They define the product’s vision, create roadmaps, and align teams to meet business and customer needs.
- Product Engineers: They focus on building the product, transforming ideas into technical solutions, and ensuring functionality.
- Product Marketers: They handle go-to-market strategies, customer messaging, and ensure the product resonates with the market.
Quick Comparison
| Role | Focus | Key Responsibilities | Tools/Skills Used |
|---|---|---|---|
| Product Manager | Strategy and alignment | Roadmaps, user research, stakeholder coordination | Jira, Confluence, Analytics |
| Product Engineer | Technical development | Coding, prototyping, testing | CAD, CAM, CI/CD systems |
| Product Marketer | Market positioning and launch | Messaging, market research, sales enablement | SEMrush, Canva, HubSpot |
Each role plays a unique part in creating successful products. Together, they ensure the product is built, marketed, and aligned with user needs.
Every Product Manager Role Explained!
1. Product Manager
The role of a Product Manager revolves around turning market needs into a clear product strategy. They define the product's vision and direction, ensuring roadmaps align with both business goals and customer expectations.
A Product Manager acts as the glue between teams, working closely with Product Engineers to prioritise technical requirements and with Product Marketers to ensure the product's market positioning matches its capabilities. They juggle tasks like managing product backlogs, detailing feature specifications, and making tough decisions about priorities and timelines - all of which directly impact the product's development.
Their responsibilities include conducting user research, analysing market trends, and bringing stakeholders from engineering, marketing, and sales onto the same page. They simplify technical concepts for business teams while ensuring development teams fully understand market needs. On top of that, they track key metrics such as user adoption, retention rates, and overall business impact.
In Australia's thriving tech scene, Product Managers often rely on tools like Jira for managing projects, Confluence for documentation, and platforms like Google Analytics or Mixpanel to track product performance. They lead sprint planning sessions, interview users for insights, and regularly update executives on the product's progress.
Essentially, the Product Manager is the bridge between strategy and execution, laying the groundwork for engineers to build the product and marketers to position it effectively in the market.
2. Product Engineer
Product Engineers are at the heart of creating user-focused products, guiding them from the initial concept all the way to launch. Unlike traditional software engineers who might concentrate on specific technical tasks, Product Engineers take responsibility for the entire product journey, ensuring it meets both user needs and business goals.
Core Responsibilities
Product Engineers don’t just write code - they actively shape the direction of the product. They’re involved in every stage, from talking to users and brainstorming ideas to refining designs and setting priorities. As Kushal Byatnal explains via Joe Albanese [5]:
As a product engineer, writing code is just one part of your job. You'll also talk to users, get involved with design, and develop an opinion on what needs to exist in the world. Then you'll move with urgency to make it happen.
Using a full-stack approach with a strong focus on the frontend, Product Engineers ensure every technical decision keeps the user experience front and centre. They tackle bugs, maintain system stability, and rebuild features when necessary. Their work often involves analysing data, monitoring market trends, and running A/B tests or feature flag experiments to validate ideas before rolling them out [5].
These varied responsibilities demand a diverse set of technical skills, which we’ll explore next.
Skills and Tools
A Product Engineer’s toolkit goes far beyond just programming. They frequently use Computer-Aided Design (CAD) software to create detailed prototypes and Computer-Aided Manufacturing (CAM) tools to generate precise instructions for CNC machines during production [4]. Strong foundations in calculus, linear algebra, and statistics are crucial for designing and refining functional prototypes [4].
Automation plays a big role, too. Product Engineers rely on CI/CD systems to deploy code quickly and iteratively. They also use feature flags to control rollouts effectively. But technical skills alone aren’t enough - they also excel in teamwork, creative problem-solving, and clear communication [4].
Collaboration in Product Development
Building a product that users love requires teamwork, and Product Engineers are central to this process. They work hand-in-hand with designers, developers, marketers, and quality assurance teams to ensure the product not only functions well but also meets user expectations [9]. Collaboration with Product Managers is especially critical - they brainstorm ideas, refine concepts, and share insights throughout development [11]. While Product Managers focus on strategy and stakeholder relationships, Product Engineers dive into the practical side of building, prototyping, and testing solutions.
Companies like Apple and Slack showcase the power of cross-functional collaboration. These organisations combine input from engineering, product management, and marketing to create standout products that truly connect with users [10].
In Australia’s vibrant tech ecosystem, Product Engineers play a vital role in turning strategic visions into tangible, user-ready solutions.
Key Metrics
The success of a Product Engineer isn’t measured by the tools they use but by the outcomes they achieve. They focus on metrics that reflect the product’s impact, such as user adoption rates, feature usage, and performance indicators tied to user satisfaction and business goals. As incident.io puts it [5]:
Care more about outcomes and impact than the exact implementation, or the tools used to solve the problem.
User feedback and data analysis are also critical. These insights help Product Engineers continuously improve the product, ensuring it delivers a better experience with each iteration. By focusing on the bigger picture, they align their work with both user needs and company objectives.
3. Product Marketer
Product Marketers (PMMs) play a crucial role in connecting what a company creates with what customers actually want. While Product Managers focus on getting products ready for release, Product Marketers ensure those products resonate with customers and drive adoption. Essentially, they work to make sure products not only exist but thrive in the market [8].
For instance, while Product Managers handle the nuts and bolts of product development, Product Marketers concentrate on packaging, pricing, and making sure customers are eager to embrace the product [8].
Let’s dive deeper into their responsibilities, key skills, and how they collaborate to ensure a product’s success.
Core Responsibilities
Product Marketers are all about positioning products to appeal to customers. According to a 2024 report, their most common tasks include crafting product messaging and positioning (90.6%), managing product launches (78.7%), and creating sales collateral (75.5%) [3].
The go-to-market strategy is where PMMs shine. They oversee product launches, coordinate marketing campaigns, and ensure every piece of communication - from website content to sales presentations - delivers a consistent and compelling message. This requires a deep understanding of customer needs, competitive landscapes, and detailed buyer personas.
Another vital part of their job is sales enablement. This involves creating tools like competitor comparisons, battle cards, and training materials to help sales teams engage effectively with prospects. They also continually refine these resources based on direct customer feedback.
Skills and Tools
To succeed, Product Marketers need to blend analytical thinking with creative storytelling. They must translate complex technical details into clear, relatable language that appeals to a variety of audiences [13]. Empathy is equally important - understanding customer challenges helps them craft messages that truly connect [2].
Beyond communication and creativity, PMMs rely on strategic thinking and data analysis. They delve into customer research, track market trends, and measure campaign performance to fine-tune their strategies.
Here are some key tools they use:
| Tool Category | Popular Tools | Purpose |
|---|---|---|
| Market Research | SEMrush, SimilarWeb, Nielsen | Analysing market trends and competitors [14] |
| Content Creation | HubSpot, WordPress, Canva | Developing marketing content [14] |
| Email Marketing | Mailchimp, Marketo | Running targeted campaigns and automating communications [14] |
| Social Media | Hootsuite, Buffer | Managing online presence and audience engagement [14] |
| CRM Systems | Salesforce, HubSpot CRM | Tracking customer relationships and sales processes [14] |
| Analytics | Google Analytics, Mixpanel | Evaluating campaign performance and making data-driven decisions [14] |
One often overlooked but essential skill for PMMs is adaptability. As Holly Watson, Senior Product Marketing Manager at Amazon Web Services, explains:
Product marketing is about telling stories that connect the technical value of a product or service to the desire to use it [12].
Collaboration in Product Development
Equipped with these tools and skills, Product Marketers collaborate closely with cross-functional teams, ensuring the product strategy aligns with market needs.
During the early stages - like discovery and market research - PMMs lead efforts by conducting customer interviews, analysing opportunities, and validating demand for potential features. This research directly shapes the product strategy and roadmap.
As the product moves into development, Product Managers take the lead while PMMs focus on keeping the customer perspective front and centre. They begin crafting the messaging framework that will later guide the go-to-market phase.
When it’s time for launch, PMMs step into the driver’s seat, orchestrating campaigns, enabling sales teams, and monitoring market reactions. Meanwhile, Product Managers provide technical support and context [8]. Brett Byron sums up this collaboration well:
PM + PMM must be in lock-step throughout prod lifecycle, but who is sitting shotgun vs driving changes with phase. E.g. - Discovery + mkt research: PMM drives, PM shotgun - Strategy, roadmap, build: PM drives, PMM shotgun - GTM (launch + enablement): PMM drives, PM shotgun [8].
This teamwork extends beyond Product Managers. PMMs work with Product Engineers to ensure messaging accurately reflects the product’s capabilities. They also partner with sales teams to gather feedback from the field, refining their approach based on real-world customer interactions.
Key Metrics
The success of a Product Marketer is measured by how well their efforts translate into market impact and customer engagement. Key metrics include trial and adoption rates, revenue growth, customer retention, lead conversions, and sales enablement outcomes (like the productivity of new sales reps or average deal sizes).
As Jennifer Bunting, Head of Product Marketing for EMEA & LATAM at LinkedIn, puts it:
The job of a product marketer is like sitting in the centre of the universe. You can influence each stage of the customer journey because the customer lifecycle is intrinsically tied to whether (and how) they use your product [12].
Advantages and Disadvantages of Each Role
Each role contributes unique strengths to a product team while also facing its own set of challenges. Here's a breakdown of the key advantages and hurdles associated with these roles:
| Role | Key Advantages | Main Disadvantages |
|---|---|---|
| Product Manager | • Strong collaboration across teams and stakeholders • Direct input on product direction and innovation • Diverse responsibilities encourage ongoing growth • Focus on user-driven solutions and market needs [16] | • High-pressure role with accountability for product outcomes • Struggles with work-life balance due to competing priorities • Often tasked with ambitious goals despite limited resources • Balancing immediate needs with long-term vision can be tough [16] |
| Product Engineer | • Expertise in translating ideas into technical realities • Problem-solving skills for complex development issues • Knowledge of quality standards and regulatory requirements • Skilled in designing for efficient manufacturing [15] | • Challenges in balancing feasibility, costs, and ROI [15] • Limited role in early-stage discovery and strategy • Less direct interaction with end customers [21] |
| Product Marketer | • Proficient in go-to-market strategy and execution • Strong skills in messaging and content creation • Drives alignment between sales and product teams • Deep understanding of market trends and customer needs [18] | • Navigating constant market shifts and uncertainties • Balancing short-term goals with long-term strategies • Managing feedback from multiple stakeholders can be demanding [16] |
These insights highlight how each role’s strengths can be harnessed while addressing its challenges through teamwork and clear communication.
Product Managers are the glue that holds teams together, ensuring priorities align with customer needs. Their central role, however, comes with immense pressure, especially considering that 40% of products fail to meet their two-year sales forecasts [19]. This statistic underscores the weight of their responsibility, as they often face scrutiny for outcomes shaped by factors beyond their control.
Product Engineers are indispensable for turning concepts into reality. Their technical expertise ensures products are not only functional but also feasible to manufacture. The importance of their role is evident in projections showing the global product engineering services market could hit US$1,002.9 billion by 2026, growing at 8.8% annually [20]. However, their involvement is often limited during the discovery phase, where market research and customer validation take centre stage.
Product Marketers act as the bridge between what a company creates and what customers want. Sean Lauer, VP of Marketing & Product at Instruqt, describes their versatility perfectly:
For me, a full-stack product marketer is someone who is proficient in both inbound and outbound PMM... You're a Swiss Army Knife when it comes to being the voice of the product and can solve problems no matter what is thrown your way [17].
Despite their adaptability, Product Marketers face the constant challenge of keeping up with shifting market dynamics while juggling short-term campaigns and long-term strategies.
To maximise the potential of each role, it’s essential to recognise when their strengths shine. Product Managers are most effective during strategic planning and stakeholder alignment. Product Engineers excel during technical implementation and problem-solving. Product Marketers thrive during product launches and ongoing market engagement. By understanding these strengths and limitations, teams can collaborate more effectively, leveraging each role’s expertise while supporting one another where needed.
Conclusion
Product Managers, Engineers, and Marketers each bring their own strengths to the table. Product Managers focus on strategy and identifying customer needs [7]. Engineers handle the technical side, developing solutions and maintaining the product's architecture [22]. Meanwhile, Marketers ensure the product's value is clearly communicated, driving adoption in the market [2].
But these roles shouldn't operate in silos. When they work together - blending business strategy, technical expertise, and market insights - they create products that truly stand out. This partnership also influences hiring strategies.
For Australian businesses looking to boost performance, recruitment priorities should align with the company’s stage and goals. Startups often need engineers who can quickly develop and iterate, while larger organisations may prioritise product managers skilled at managing stakeholders and long-term planning [1]. Collaboration pays off: teams that work closely deliver products 25% faster, and cross-functional efforts lead to 20% more innovative solutions [24].
For job seekers, building cross-functional skills is essential. Knowing how to collaborate across teams is just as important as excelling in your specific role [6] [2]. Success depends on understanding how your role fits into the larger product ecosystem, and teamwork is at the heart of this.
To ensure success, teams need clear roles and strong communication. Shared KPIs help align efforts, involving all teams throughout the product lifecycle fosters cohesion, and the right project management approaches streamline collaboration [10] [23]. It’s worth noting that 65% of project failures result from poor communication, making effective collaboration a critical investment [24].
FAQs
How do Product Managers, Product Engineers, and Product Marketers work together to launch a successful product?
Product Managers, Product Engineers, and Product Marketers work together by blending their specific roles to make sure a product launch goes off without a hitch.
Product Managers (PMs) are the visionaries. They set the product's direction, prioritise features based on what customers need most, and coordinate across teams to keep everything moving forward. Think of them as the bridge between engineering and marketing, making sure technical capabilities align with what the market wants.
Product Engineers are the builders. They take the roadmap and turn it into actual features, all while keeping an eye on technical feasibility and timelines. Their job is to deliver a product that not only works as planned but is also ready on time.
On the other hand, Product Marketers focus on the launch strategy. They handle messaging, positioning, and promotional activities to ensure the product stands out. Collaborating with PMs, they identify the product’s standout qualities and make sure those resonate with the intended audience.
By maintaining open communication, planning together, and sharing feedback, these teams ensure that every part of the product - its design, functionality, and market appeal - comes together seamlessly.
What skills are essential for moving from a Product Engineer to a Product Manager role?
Transitioning from a Product Engineer to a Product Manager role means stepping into a space that demands a mix of strategic insight, strong communication, and problem-solving abilities. At the heart of this shift is strategic thinking - the ability to craft a clear product vision, set achievable goals, and ensure they align with both market demands and business priorities.
Equally important are communication skills. Whether you're working with team members, presenting to executives, or gathering feedback from customers, being able to clearly and effectively convey ideas is crucial. Alongside this, a sharp customer focus is essential. Understanding what users truly need and turning those insights into actionable product requirements can set the foundation for a successful product.
The role also leans heavily on collaboration. You'll be working closely with teams across engineering, design, and marketing, so fostering strong partnerships is a must. Lastly, problem-solving skills play a pivotal role. From tackling unexpected hurdles to finding innovative solutions, these abilities will help you navigate challenges and achieve business goals. By building these skills, you'll be ready to make a smooth transition into product management and contribute in a meaningful way.
How does a Product Marketer's role change throughout the product lifecycle?
A Product Marketer's responsibilities shift depending on where a product is in its lifecycle, ensuring it meets changing business goals and customer expectations.
During the introduction stage, their focus is on laying the groundwork. This involves conducting market research, defining the product's value proposition, and running targeted campaigns to create awareness. The goal? Spark interest and confirm that the product aligns with market needs.
As the product enters the growth phase, the emphasis changes. Here, Product Marketers work on scaling marketing efforts, fine-tuning customer acquisition strategies, and solidifying the product's market position. Collaboration with sales and customer success teams becomes essential to gather feedback and drive improvements.
When the product reaches maturity, the priority shifts to customer retention and exploring new market opportunities. However, if the product enters a decline stage, the focus may turn to strategies for discontinuation or pivoting, ensuring a seamless experience for existing customers.
By tailoring their approach to each stage, Product Marketers help maximise the product's impact while keeping it aligned with overarching business objectives.