![]() Product Management’s customer focus also informs marketing efforts. The POPM in particular is designed for project managers, Scrum. So, while modern product management techniques are increasingly important for meeting the needs of today’s marketplace, interpersonal “soft skills” will always be essential tools for professionals in this field. A product leader should be as inspirational as they are tactical, and storytelling is their tool of choice. SAFe Product Owner/Product Manager (SAFe POPM) SAFe POPM, administered by Scaled Agile, is a certification that helps to solidify your expertise in the Scaled Agile Framework (SAFe), which was the most popular framework used to scale Agile practices within organizations in 2020. Regardless of the product you’re developing and your preferred methodology, the work of a product manager is still fundamentally about managing teams and ensuring they work together effectively. ![]() ![]() In industries like tech that prize innovation and speed, new frameworks like design thinking, Agile, and Scrum are popular ways to structure product development teams and processes to rapidly ideate, iterate, and bring new digital products to market. Whether you’re developing physical or software products, a familiarity with digital marketing analytics, user testing, and other customer research techniques provide invaluable insights on product/market fit to guide the development and marketing process. Thus, expertise in modern product management methods is critically important. However, product management is being transformed by the ability to access unprecedented amounts of marketing and consumer data, as well as the emergence of the market for digital products like apps which have a much more complex product lifecycle. Like project planning in other fields, the effective use of these techniques is important to ensuring that products are delivered on time and within their budget. Learn more to determine which role is right for your team. In this article, we cover the key differences between the two roles. Product management encompasses the processes used to develop, market, and sell a product. A product manager focuses on product development and releases while a project manager focuses on coordinating, managing, and overseeing projects.
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