AMA: JetBrains Head of Product - IDE Services, Orit Golowinski on Enterprise Product Management

There is a big difference between product management for enterprise customers and SMB or mid-market customers. The way you approach problems, prioritize your roadmap, and engage with stakeholders changes significantly depending on the segment. Key differences include: Buyer vs. user personas: In SMB or mid-market, the user and buyer are often the same person or team. In enterprise, the buyer is usually not the end user. You need to cater to multiple personas: End users care about usability and f ...Read More

Key traits I look for in hiring enterprise PMs: Strong B2B product experience:: Experience in building B2B or enterprise products is essential. Enterprise PMs must understand the difference between the user, the buyer, and various stakeholders like procurement, security, and legal and know how to balance their needs. Understanding of complex sales and GTM motions: Enterprise PMs work closely with sales, marketing, and customer success. They should understand long sales cycles, how roadmap items ...Read More

When hiring junior PMs without prior product experience, I focus on potential rather than past roles. Specifically, I look for: Strong business intuition – Someone who understands how products support business goals and can reason through tradeoffs. Strategic thinking – The ability to think through a problem end-to-end and consider impact at multiple levels. Communication skills – Both verbal and written. PMs must clearly articulate their ideas and influence others. Curiosity and empathy – The w ...Read More

PMs working on enterprise products often have a significant impact on the business. Enterprise customers are usually responsible for the majority of a company’s revenue, and the features built for them are critical to long-term growth, retention, and competitive differentiation. That said, the pace can feel slower. Procurement, implementation, and feedback cycles take time. But this doesn’t mean less impact. In fact, it means PMs have to be especially thoughtful about what they build and why, si ...Read More

PMs play a key supporting role in enterprise sales by helping the company build trust with prospects, close strategic deals, and retain high-value customers. Some of the highest-impact areas include: Creating a clear and transparent roadmap A well-structured roadmap with clarity on what’s coming and when, is one of the most valuable tools for enterprise sales and customer success. It helps build trust with prospects and customers by demonstrating long-term alignment and investment in the right a ...Read More