The Role of Product Managers in Modern SaaS

Product-Led Growth (PLG) is transforming the way product managers operate. Traditionally focused on delivering solutions to market, product managers are now evolving into "Growth Product Managers," whose primary task is to drive business growth through the product itself.

In PLG, the product becomes the main acquisition tool. This shift places product managers at the forefront, responsible not just for feature development but for creating seamless, engaging user experiences. However, many teams lack a foundational tool—the user journey map.

Why the User Journey Map is Critical

A user journey map is essential for understanding and optimizing how users interact with a product. Surprisingly, 90% of teams do not have a user journey map, leading to missed opportunities for engagement and growth. Product managers, especially in a PLG framework, need to map out user experiences to drive product adoption, retention, and expansion. Without it, you're often building based on reactive needs from CEOs or big clients rather than driving strategic growth.

The 4-Step Framework for an Effective PLG User Journey Map

To build a successful user journey map, consider the following steps:

1. User Identification: Start by identifying key user personas and their goals.

2. Touchpoints Mapping: List out the key interaction points between the user and your product.

3. Pain Points & Solutions: Identify where users face friction and propose solutions to improve their experience.

4. Measure & Optimize: Continuously gather feedback and iterate on the journey map based on user data.

By creating a user journey map, you’re not just responding to immediate requests, but laying out a strategic framework that aligns with long-term growth goals. This focus on data-driven decisions allows teams to focus on key opportunities that unlock new revenue streams and enhance user satisfaction.

The Shift to Growth Product Managers

PLG has also introduced new roles like the Growth Product Manager, who is tasked with improving the user experience in ways that directly drive growth. Unlike traditional product managers, who focused on feature development, Growth PMs are more analytics-driven, constantly looking for ways to increase user engagement and product-led revenue growth.

Growth Product Managers leverage metrics like activation, retention, and expansion rates to create strategies that move the needle. They ensure that every decision is grounded in user data, aiming to grow the product in ways that align with customer needs and business goals.

How We Can Help

Through our coaching sessions and as a fractional growth team, we help product teams map out the user journey, define high-impact KPIs, and adopt the mindset of a Growth Product Manager. Whether you’re looking to develop a new user journey map or refine your product strategy, we can help you align with PLG principles and unlock untapped growth opportunities.