When recruiting product managers - it is critically important to understand how a product manager at an enterprise company differs from a product manager at a consumer startup. Similarly, the skills and experiences that make a product manager great for an early stage startup may not be the same for a late stage or public company.
Based on our experiences (Rocket's founders were Product Managers at companies like SurveyMonkey, Zynga, Amazon and more) and recruiting hundreds of product managers, some thoughts and considerations on the key differences:
- One key difference is the target market for the products being developed. Product managers at consumer companies typically focus on developing products for individual consumers, while product managers at enterprise companies focus on developing products for businesses and other organizations. Thus when recruiting Product Managers - source candidates who developed products targeting the same end customer as your company or client.
- Another key difference is the sales and distribution channels for the products being developed. Consumer products are typically sold direct to consumer or through retail channels, while enterprise products are often sold through more complex channels, such as sales teams and channel partners. The go to market model has immense implications for how the product manager thinks about product development and distribution.
In terms of the skills and backgrounds required to succeed in each environment, product managers at consumer companies typically need to have a strong understanding of consumer behavior and the factors that drive consumer purchasing decisions. They also need to be able to develop and execute marketing plans that effectively reach and engage consumers. Product managers at enterprise companies, on the other hand, typically need to have a strong understanding of the needs and pain points of businesses and other organizations.
Enterprise product managers also need to be able to develop and execute sales and go-to-market strategies that effectively target and sell to these organizations.
In terms of technical skills, both consumer and enterprise product managers typically need to have a strong understanding of the technology and technical capabilities of their products. However, the specific technical skills required may vary depending on the type of products being developed and the industry in which the company operates. In general enterprise product managers with experience in the specific industry are preferred along with product managers who have experience building product for the same "buyer persona" as the hiring company.
In terms of the product manager role at a small startup versus at a much larger company, here are some of the key differences to consider. At a small startup, the product manager may be responsible for a wider range of tasks and may need to be more hands-on in the development and execution of product strategy. They may also need to be more flexible and adaptable, as the startup environment can be rapidly changing.
At a larger company on the other hand, the product manager may have a more specialized role and may be responsible for managing a team of product managers or product owners. They may also need to have a strong understanding of the company's overall product strategy and how their product fits into the broader ecosystem.
In terms of the ideal background for each scenario, a product manager at a small startup may benefit from having previous entrepreneurial experience, such as starting their own business or working at other startups.
They may also benefit from having strong problem-solving and leadership skills, as well as the ability to work well in a fast-paced environment.
A product manager at a larger company on the other hand may benefit from having longer tenure experience in product management, including experience managing the development of technology products from concept to launch. They may also benefit from having a strong technical background and experience working with cross-functional teams.
In conclusion, while the roles are similar, there are some salient differences between the skillsets of enterprise focused product managers and consumer focused product managers and it is important to carefully consider which types of backgrounds can be a fit for your open role!
About Rocket
Rocket pairs talented recruiters with advanced AI to help companies hit their hiring goals. Rocket is headquartered in the heart of Silicon Valley but has recruiters all over the US & Canada serving the needs of our growing client base across engineering, product management, data science and more.
