The role of product manager within the ICT industry; be it a multi-national, distributor or reseller remains an important one, particularly when it comes to providing expert and insightful knowledge on a particular brand or brands.
Within in the scope of the product management role in distribution, one of the key pre-requisites is to develop and manage a strategy which will ultimately optimise a specific brand and its resultant products in a targeted marketplace; thus meeting the objectives set by both the vendor and the distributor.
A product manager is not a sales person – the person can be regarded as the gatekeeper of a brand within an organisation. In order to be an effective product manager you have to possess entrenched experience; skills around two or more vendors are advantageous as it provides a broader and more realistic view of the marketplace.
Indeed, it is up to the product manager to capitalise on opportunities and through their team assisting resellers in clinching those all-important deals particularly in an economic environment where value-add and Total Cost of Ownership (TCO) are key differentiators.
This also brings us to problem-solving and challenges which, as mentioned, is particularly pertinent today. For one, thinking beyond the horizon is a must; a narrow-minded, short-term approach will only go so far and ultimately it is about establishing a reseller-base which features strong and loyal clients.
Product management also goes beyond daily, run-of-the-mil tasks; it is up to the person to do research and apply this innovatively in order to stay one step ahead of the competition. This knowledge is not for ‘keeps’ but must be shared with team to strengthen their efforts as a cohesive unit.
Also, applying research will enable the team to keep on top of a changing marketplace and business environment; unfortunately the standard tool-box for selling kit doesn’t apply anymore.
Executing and driving strategy are self-explanatory characteristics which no product manager can go without. It is pointless brainstorming the most innovative ideas but not driving them forward to deliver results and make money.
Ultimately, a product manager must be an expert, a leader, a team player, an innovator, an executor and a revenue maker. Quite a combination but it can be done. The product management role is particularly relevant in an uncertain economic climate as it is up to these individuals and their teams to fortify the longevity of both the vendor and distributor while providing a solid support structure for their reseller-base.
Vassen Naicker
Drive Control Corporation
