Skip main navigation

£199.99 £139.99 for one year of Unlimited learning. Offer ends on 28 February 2023 at 23:59 (UTC). T&Cs apply

Find out more

Managing a channel or modality

Watch Alex Cowan talk about managing a channel or modality.
As your product grows, your product management team is probably going to grow. And a lot of different team patterns that you might use to organize those different jobs of product management. We talked about how you might operate at a high or a low level of abstraction. Be more business-facing or engineering-facing. And one particular thing we’re going to look at now is, the situation is a relatively new thing where you’re managing a specific experience or a channel or a modality. The growth PM is a good example of this and it’s increasingly popular. So what do we mean by this for example? How is a growth PM different from a marketer, for example?
Well the recipe for growth for a specific type of customer or a specific way that the customer uses the product. It may be at this interdisciplinary center of desirability, feasibility and viability. So it might not just be a matter of amplifying product market fit and doing the right kind of promotion. It might be a little bit about the product and a little bit about the way that it’s explained and the overall user experience and somewhat about promotion and marketing. And that’s where having someone with this interdisciplinary approach to doing things, and the experience of working across those areas, a product manager might be a good idea. A good way to drive growth.
Other examples of this are, you’re in charge of managing privacy across the platform. So you’re both in charge of making sure that happens, as well as how are users relating to and understanding our execution of privacy around the product? We might be in charge of social. So we’ve implemented some social or social media interfaces across the product. And we want to look at how the social dimension of the product works across the whole picture and we put a product manager in charge of that. So here you’re going to hear from a few product managers who have these types of roles and what it’s like to do that job as a product manager.

In this video, Alex discusses managing a channel or modality, which is managing a specific experience. The growth PM is a good example of a product manager in this position. How is a Growth PM different from a marketer?

This article is from the free online

Digital Product Management

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education