McKinsey has published an article about the changing role of the digital product manager, which describes my current work with startling accuracy. Project managers today, writes McKinsey, are “the glue that bind the many functions that touch a product,” and they are at the nexus of “engineering, design, customer success, sales, marketing, operations, finance, legal, and more.”

I liked how the article breaks the product manager’s competencies into six categories: customer experience grounding, market orientation, business acumen, technical skills, soft skills, and the¬†ability to enable others. These are six challenges that I encounter every day.

If you’re trying to define this function at your own company — or figure out how to hire an effective digital marketing professional — this piece is definitely worth a read.