Product Managers are responsible for the overall market success of their products, not just delivery of software. In the Agile world, a new title is emerging — the Product Owner — which covers just a small subset of the Product Management role.
While this makes sense for internal IT groups that have traditionally gone without Product Management, Agile product companies (that need to deliver customer revenue with their offerings) need full-fledged Product Managers to drive strategic activities and manage organizational/external participation.
What kinds of market failures can we expect when there’s (only) a Product Owner assigned to revenue-producing projects?
Watch “Product Companies Need Product Managers, Not Product Owners”