Marketing Consultant
Ask five people what a product manager does, and you’ll probably get five very different answers.
Some will say they prioritise features. Others will describe them as the team glue, the roadmap owner, or the person who’s always in meetings. And if you’ve ever been a PM or Head of Product, you’ve probably struggled to explain your job to your friends (or your parents).
The truth is, product management can look wildly different from one company to the next. But underneath all the variations, the best PMs tend to focus on three key things, no matter the industry, product, or team size.
In this post, we break down the three core jobs of a product manager, what they are, why they matter and how they shape the day-to-day work of great product teams.
At Intelligent People, we’re specialist product management recruiters, helping companies find exceptional product talent and supporting professionals throughout their careers. Whether you’re hiring or job hunting, check out our latest live roles, or get in touch if you need to make a strategic product hire.
1. Defining the right problem to solve
Before any code is written or roadmaps are built, great PMs start by deeply understanding the problem they’re solving. This is where product strategy begins, not with solutions, but with questions.
a. Customer & Market Understanding
The first step in good product management is building a deep understanding of the user. That means talking to customers, analysing usage data, studying competitors, and identifying pain points. PMs ask:
- Who is this product for?
- What’s frustrating them today?
- How are they currently solving this?
Whether through interviews, surveys, or analytics tools, PMs are responsible for synthesising insights into clear, actionable opportunities.
b. Setting product vision & strategy
Once the problems are clear, PMs work to define a vision that aligns with company goals and user needs. A good product strategy doesn’t just describe what will be built – it explains why it matters. It should:
- Align with business objectives
- Serve a target audience
- Paint a picture of success
This vision becomes a north star that helps the team make smart decisions, even in ambiguity.
c. Prioritisation & trade-offs
With limited time and resources, PMs must prioritise ruthlessly. They use frameworks like RICE, MoSCoW, or impact/effort matrices to help teams stay focused on what will create the most value.
At this stage, the goal isn’t perfection – it’s clarity. PMs help the team understand what not to build just as much as what to build.
Core takeaway: Product managers must ensure the team is solving the right problem — one that matters to the customer and drives business value.
2. Driving cross-functional execution
Once the right problem is defined, the focus shifts to turning that insight into reality. This is where a PM’s ability to plan, collaborate and make tough calls comes into play.
a. Roadmapping & planning
A strong product manager can translate big-picture strategy into actionable plans. They build roadmaps that reflect both long-term goals and short-term deliverables, helping teams move forward with focus and flexibility.
Product Managers also create product requirements documents, write user stories, and define acceptance criteria, making sure everyone’s on the same page about what needs to happen next.
b. Partnering with engineering & design
PMs don’t code, and they don’t design, but they must understand both well enough to support and challenge their teammates. Whether it’s sprint planning with developers or reviewing prototypes with designers, product managers facilitate collaboration without micromanaging.
They’re also constantly clearing blockers, answering questions and making calls on edge cases or trade-offs. In short, they keep the train moving.
c. Measuring success
It’s not enough to ship features, Product Managers are accountable for outcomes. That means identifying the right metrics before launch and tracking performance after. Did the feature improve activation? Reduce churn? Increase engagement?
When results fall short, PMs don’t just point fingers, they dig into the data, talk to users and iterate with the team to improve.
Core takeaway: Product managers turn strategy into action, guiding teams to deliver valuable, high-impact work efficiently.
3. Aligning stakeholders and communicating clearly
Even the best ideas fail if no one’s aligned on them. One of the most underrated jobs of a Product Manager is helping diverse stakeholders work together toward a common goal – and keeping communication flowing.
a. Internal alignment
PMs sit at the intersection of many functions: engineering, design, sales, marketing, customer success and leadership. It’s their job to ensure everyone understands the vision, the plan, and their role in it.
This means regular updates, clear documentation and proactive outreach – not waiting for misalignment to become a problem.
b. Evangelising the Product vision
Product Managers are also the product’s biggest advocates. They create excitement internally by sharing wins, highlighting customer stories, and showing how the Product is evolving to meet user needs.
Externally, they may support marketing efforts, brief sales teams, or join customer calls. A great Product Manager helps everyone feel connected to the Product’s purpose.
c. Being the voice of the Product
In many organisations, the PM becomes the de facto spokesperson for the Product. That means presenting roadmaps to execs, running sprint reviews, or even creating release notes and launch content.
Strong communication – written, verbal, visual – is not a nice-to-have. It’s essential.
Core takeaway: Product managers ensure everyone is aligned, informed, and motivated — across teams, departments, and customer touchpoints.
Are Product Managers in demand?
Absolutely. As companies adopt product-led growth models and prioritise stronger go-to-market execution, Product Managers have become some of the most in-demand professionals in the UK and beyond. From early-stage start-ups to global tech firms, businesses are seeking out PMs who can balance commercial thinking, technical fluency and user empathy.
And the demand shows no signs of slowing down, especially in competitive sectors like SaaS, fintech, marketplaces and healthtech.
How can a Product Manager help my business?
Hiring the right product manager can be a game-changer. Product Managers bring clarity, focus, and structure to complex challenges. They ensure your team is solving the right problems, prioritising effectively and building products that drive real impact.
At Intelligent People, we specialise in connecting high-growth companies with experienced product managers and product leaders who deliver results. Whether you’re scaling your first product team or making a key strategic hire, we can help.
Browse our live roles, or get in touch if you’re ready to hire.
