Growth Product Managers are a further specialization of Product Managers, but while Product Managers tend to focus on the success of the customer, Growth Product Managers focus on the success of the business. While Product Management roles have been growing rapidly for a while, a recent analysis of Google Trends revealed an increase of 425% in average monthly interest about Growth Product Management over the last 5 years.
Even if a company has a great product, they won’t be successful if they don’t have users. While many companies have been hiring Product Managers over the last decade to focus on delighting customers, nobody has been hired to focus solely on the success and growth of the business. This gap created a vacuum that has been filled by Growth Product Managers.
Like Product Managers, Growth Product Managers love analyzing data in order to develop and improve their strategies. Unlike regular Product Managers, Growth Product Managers are solely focused on growing the company by achieving short-term business goals and driving revenue.
According to the Harvard Business Review, the three main responsibilities for a Growth Product Manager include:
-
Define the company’s growth plan
-
Coordinate and execute growth programs
-
Optimize the revenue funnel.
Most companies will often have both Product Managers and Growth Product Managers. Even though Growth Product Managers are mainly focused on the business, and core Product Managers are focused on the customer, the two often work together to drive more value. Core Product Managers think in the long-term about delivering sustained value to the customers. Growth Product Managers think in the short-term by trying to achieve clearly-defined and quantifiable business goals. While these two mindsets can sometimes be at odds, the two often can work together to build long-term success for the company.