Product Management

Skills Matrix
Welcome to the Tarigo Product Management Skills Matrix.
A useful & easy-to-use tool designed for Product Managers who
would like to assess their current levels of knowledge, expertise
and skills.

Once completed it can then be used to identify personal

development plans and build a successful and rewarding career.

Using this tool, you can:

• Rate your personal competencies against those found in
high performing product teams

• Identify your aspirations in terms of your competency targets

and the associated gap analysis

• Put together a plan of action to develop yourself in order to

meet your aspirations.

TARIGO PRODUCT MANAGMENT SKILLS MATRIX

©2017 Tarigo Ltd
 INTRODUCING THE SKILLS MATRIX

The matrix is based on 20 years work with experience, building and improving the
many Product Management teams in large product management function. As a result
scale global enterprises as well as medium they have built a deep understanding of
and smaller teams in technology, finance, the knowledge and skills associated with
scientific and other sectors. high performing individuals and and have
Over this extended period, Tarigo implemented development plans to improve
consultants have built up considerable the competencies required.

Product Management Skills Matrix

KNOWLEDGE PRODUCT MANAGEMENT
EXPERIENCE & SKILLS

NOW DESIRED NOW DESIRED

Target Market Methodology and Process

Market Needs Market and Evidence Based

Product Knowledge Driven by Self Opinion

Technical Knowledge Ability to operate at Senior Level

Competitive Knowledge Organisational Skills

COMMERCIAL ACUMEN OTHER KEY SKILLS

NOW DESIRED NOW DESIRED

Managing Products as a Business Collaborative Working

Building Business Cases Negotiation

Pricing Skills Prioritisation

Product Marketing Skills Communication

Analytical Skills Leadership

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 THE MATRIX QUADRANTS – GROUPING
KNOWLEDGE, EXPERIENCE AND SKILLS

The matrix is sub divided into 4 areas or quadrants, each representing a group of skills
which together form a balance of capabilities found in effective Product Managers.

Knowledge Product Management Experience & Skills

This quadrant represents an assessment of This quadrant focuses of the depth of
the knowledge areas that are relevant to high experiences and appropriate styles of product
performance in a product management role. management as a function.

Typically it would be centred on very strong It should assess the levels of understanding
knowledge of a products capabilities. However, and ability to follow any product management
significant familiarity with target market trends methodology being used in the organisation.
and requirements are also critically important,
Importantly is can also assess the requirement
as is a deep understanding of competitive
for a product manager to represent the trends,
capabilities and in some cases, experience in
requirements and needs in the market and not
underlying technologies.
be opinion driven.
Other capabilities could be added to this
It should also assess the organisational skills
quadrant depending on different or specialist
required and the ability to operate at all levels
markets and product portfolios.

Commercial Acumen Other Skills

Managing a product or product portfolio as a More general skills used across generic business
business is often poorly represented in the skill and personal interactions are often the difference
and experience levels of a product manager. between a good and a great product manager.

Analysing and managing a product at a They include the ability to communicate and
commercial level is a critical element of negotiate, skills in prioritisation and collaborative
successful product management. working as well as the ability to influence and

The associated skills of business case lead virtual or cross department teams.

development, pricing and numerical analysis are

also important to assess and develop.

INDIVIDUAL DISCIPLINES WITHIN EACH QUADRANT

Within each quadrant, “standard” disciplines can be assessed and worked on. They
represent the typical knowledge, experience levels and skills that in general we have
seen in the makeup of excellent product managers.

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 KNOWLEDGE

Target Market Technical Knowledge

• A thorough understanding of the market is • If a product depends on complex and
the foundation for a great product manager. fast moving technologies there may be a
• Knowing how to assess and interpret requirement to assess levels of knowledge
numeric dynamics such as market size, based on this criteria.
growth and segmentation are important. • Alternatively this knowledge requirement
• Acquiring and maintaining knowledge may sit within other areas of a business
around the general trends in today’s fast eg R&D, Engineering or Manufacturing
moving world is equally vital and skills to with the product manager focussed on
identify mega trends that may turn a market knowledge around markets and the
on its head, are increasingly required. application of the product.

Market Needs Competitive Knowledge

• How the target markets interact with the • This discipline is all around using
product portfolio and a comprehensive techniques to analyse, not only
insight on the high level needs, pain points competitive products but also the
and challenges that the product addresses, competitive companies and their
is the framework on which any product is associated commercial, business and
designed, developed and built. go-to-market strategies.
• The knowledge built around this market • Knowledge can be built up using tried and
driven approach represents best practice tested processes, analytical methodologies
in terms of validated input across the entire and knowledge management.
product life cycle and should be identified
as a fundamental requirement in a product
manager’s knowledge set.

Product Knowledge
• Usually the strongest suit in a product
managers knowledge base and often
scored at a high level in the quadrant.
• One aspect that often requires
improvement is an understanding of which
individual product capabilities, functions
or features are important and to which
market segment or individual personas they
apply to.

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 PRODUCT MANAGEMENT
EXPERIENCE & SKILLS

Methodology & Process Driven by Self-Opinion

• Managing the full product life cycle without • In many ways the opposite of the previous
a well embedded and understood process point. Many products can stagnate or be
is much more likely to result in products that developed in directions that are not
do not meet market requirements. optimum if they, often with deep knowledge
• The implementation and continuous of their product, base their decisions more
refinement of a methodology involves many on self-opinion on use and requirements
areas of a business but is owned and rather than based on market factors.
managed by the Product Management • This measurement is often high in long term
function and will always improve as product managers but should be reduced
individual Product Managers learn the by improving the Market Orientated score
framework, build experience using it and above.
involve colleagues across the organisation.

Operate at a Senior Level
Market and Evidence Based • An effective Product Manager is able
• The best performing Product Managers to operate at a senior level, both internally
run the life cycle of their portfolio through and externally. By doing so, they will receive
a constant analysis of all market orientated strategic input from the market as well as
trends, dynamics and requirements. communicating with senior managers
This includes researching and analysing within their organisation to get input
customer and prospect needs, competitive and buy-in for their product strategies and
progress, underlying trends, disruptive roadmaps.
technologies & economic and commercial • A combination of improved communication
changes. skills and use of tools such as a Market
• In order to underpin their decisions they Map can often be deployed to improve
provide evidence based data sourced from capabilities in this area.
the market and appropriate stakeholders.

Organisational Skills
• Leading and managing cross departmental
teams without line management authority is
central to the role of Product Management.
• At the core of success, is the ability to
use high quality organisational and project
management skills to delegate, set
objectives and measure progress

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 COMMERCIAL ACUMEN

Managing Products as a Business Pricing Skills

• The ability to build and manage a product • Where organisations operate a
line using commercial metrics to inform comprehensive Product Management
decisions and analyse results is vital for and Product Marketing function measured
the product management function to add around business goals then pricing is a
real value to a business. central responsibility.
• Skills and experience need to be developed • Knowledge of market forces, competitive
around financial (and other metrics) pricing strategies and considering /
analysis, associated with all applying alternative pricing theories are
aspects of a product. The ideal scenario skills that need to be developed as part of a
would lead to a P&L analysis of any product product managers skill set.
line.

Product Marketing Skills

Building Business Cases • For many Product Managers the role
• A comprehensive and clear Business encompasses go-to-market strategies,
Case is the central element at the start of launch planning, product positioning and
any new product life cycle or for any major messaging.
improvement to a product once in the • As they are often less well developed
market. capabilities, improving techniques and
• Building the capabilities to overall experience across this discipline
research, structure, write and deliver will enhance a well-rounded profile
a Business Case are key for many Product for a product manager operating at any
Managers. level.
• Many skills in the matrix support this
process. Consolidating their outputs and
using a process and tools to build and sign
off the business case are important in career Analytical Skills
development. • Numerical analysis in particular is the
life blood for product managers
as they research market dynamics, product
performance, competitive trends and are
fundamental in the prioritisation of new or
improved product features.
• Generic skills can be taught and acquired
and then applied and refined in day to day
work, evidenced by better decisions
through quantitive analysis and improved
reporting on a product’s status.

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 OTHER KEY SKILLS

Collaborative Working Prioritisation Capabilities

• Effective Product Management is • Deciding on future product strategies,
the perfect illustration of true collaborative roadmaps or features is all about
working. Usually without any line prioritisation. Developing these skills
management responsibility, a product are best done on the job through the
manager has to work across departments, use of various processes and tools that
disciplines & different levels of seniority are usually part of a product management
both internally and externally to ensure methodology.
product success. • Meeting objectives through the appropriate
• Skills and techniques can be acquired use of these tools is often the best way to
to equip a product manager for this aspect improve.
of the role and then applied and evaluated
in selected scenarios or across all working
relationships. 360 degree feedback is an
important tool to evaluate progress. Communication Skills
• Effective two way communications skills
are central to the effectiveness of product
management. This should encompass,
Negotiation Skills listening and questioning skills, written
• In any organisation there are appropriate communications and presentation skills.
stakeholders for any product line, from sales • A combination of generic training for such
& service to engineering and marketing. skills and then applying them
• An engaged organisation has individuals in the role has proven to be the optimum
with their own experience of product way for product managers to improve in this
acceptance and suitability and where they
vital discipline.
feel the product should go.
• Acquiring the skills and techniques to
negotiate positively for mutual agreement
on strategies, roadmap plans and key
Leadership Skills
features are particularly useful for product
• Leadership is a skill that the best product
managers.
managers will always exhibit. Managing
the product life cycle requires cross
departmental teams and disciplines to
collaborate under a common vision and
product strategy and many organisations look
for product management to lead the process.
• Training on leadership skills that can be
used by product managers in their current
role but also as preparation for more senior
roles can be invaluable for career progression.

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 CUSTOMISE THE MATRIX TO MEET YOUR NEEDS

The disciplines discussed above are not exhaustive and

certain sectors or product areas may require some specialist
knowledge or skills to be included. Examples may include
regulatory or legal knowledge or even accreditation.
Continuous Professional Development could also be
necessary if you have product lines in sectors such as
medicine or the professions. They should be added to the
quadrants accordingly.

How to rate yourself

For each of the relevant disciplines it is now as straightforward
as rating or marking yourself out of 10 both for the present
time and also an aspiration of the mark you would like to
receive at some point in the future.
Consider using 5 broad definitions to help in this:

A great way to validate your score

1-2
is to use 360 degree feedback from
Little or no Knowledge and Experience – Very out of depth.
colleagues around the business whose
views you value.
Then set yourself achievable objectives
3-4
to improve you capabilities. Do not
Limited Knowledge and Experience – Often seek support
try to do everything at once, choose 1
and advice.
or 2 initial disciplines to work on and
set realistic goals for what you want to
achieve.
5-6
If you can incorporate them in any
Adequate Knowledge and Experience - Able to get the
review process already in place at your
job done
organisation, then use of the matrix
can be part of your formal career
7-8 development.
Fully Competent – Have the knowledge or skills and use Use the matrix in a consistent and
with confidence. regular manner to improve your
capabilities as a product manager and
watch you career blossom!
9-10
Best Practitioner – Considered a real expert on the
subject and can mentor others.

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd
 WANT TO KNOW MORE?

If you would like to find out more about training,

tools and developing your Product Management
career contact Tarigo Product Management
Training at www.Tarigo.co.uk or visit our fast
growing resource site for product managers at
www.productmanagementcentral.com .

TARIGO PRODUCT MANAGEMENT SKILLS MATRIX

©2017 Tarigo Ltd