(Artifacts by Reforge) [Webflow] Career Levels & Attributes

	A	B	C	D	E	F
1		PM1	PM2	PM3	PM4	PM5
2		Associate Product Manager	Product Manager	Senior Product Manager	Lead Product Manager	Principal Product Manager
3	Scope of Responsibility	Responsible for the end-to-end delivery and success of individual features. Delivers on responsibilities, and demonstrates and develops core skills, with active guidance and oversight from more senior IC PMs and PM Managers.	Responsible for the ongoing success of a team or subteam. Delivers on responsibilities, and demonstrates and develops core skills, with limited guidance from more senior IC PMs and PM Managers.	Responsible for the ongoing success and development of a team or product area. Delivers on responsibilities, and demonstrates and develops core skills, with almost full autonomy.	Responsible for the ongoing success and development of a product area or responsible for the company accomplishing a (set of) goal(s). May lead a team of PMs across teams, giving the appropriate amount of autonomy for each, while providing coaching, guidance, and oversight as needed. May even directly manage PMs in their area, depending on the situation.	Responsible for the ongoing success and development of a product area or responsible for the company accomplishing a (set of) goal(s). May lead a team of PMs across teams, giving the appropriate amount of autonomy for each, while providing coaching, guidance, and oversight as needed. May even directly manage PMs in their area, depending on the situation.
4	Vision & Strategy	Understands and can articulate how their projects align with the product area and company's product vision and business strategy. Understands the relative priority of their projects compared to others, and uses that knowledge to inform their own prioritization and decision-making within those projects.	Drives the vision and strategy definition, project prioritization, roadmap generation, and key results creation for their team — collaborating closely with their teammates to ensure that they are all aligned and committed to these key decisions. Seeks out guidance and generates buy-in from other leaders — inside and outside of their product area — to ensure that their team’s priorities align with the product area and company's vision and strategy.	Applies a deep understanding of all aspects (business, product, etc.) of the product area and company strategy to drive their team’s strategic direction. Contributes to the definition of product area strategy and priorities. Develops a strong understanding of the larger business opportunities their product area is pursuing and a point-of-view about what will differentiate their offerings in the market — and incorporates that into their strategic thinking.	Develops and owns the vision, strategy, priorities, and key results for their product area — collaborating with other product, cross-functional, and company leaders to ensure alignment with our company strategy, and generate buy-in and support. Spends time understanding customers, stays ahead of trends, sees around corners, asks tough questions, validates assumptions, and gets the right amount of data before making a decision.Develops a deep understanding of the larger business opportunities their product area is pursuing, and a strong point-of-view about what will differentiate their offerings in the market — and incorporates that into their strategic thinking. Contributes to the exploration, formation, and communication of company-wide strategic decisions.	Thinks big and innovates on a cross-functional product or domain area. Vision here is grand and challenges the status quo, putting a portion of our business on course for meaningful change. Builds strategy that clearly demonstrates domain expertise and also anticipates upcoming progress in tangential domains. Influences company-wide decision-making for their domain. Iterates and innovates on the team's strategy, learning from the past efforts, industry trends, and user insights.
5	Goal-Setting, Prioritization, & Decision Making	Executes fundamental customer research activities — surveys, interviews, user tests, etc. — and incorporates insights from them into project decisions. Identifies and communicates the desired customer outcomes, problems / barriers, and primary root causes for their projects. Leads collaborative team efforts to define and document the solution scope for their projects — enabling effective execution in the design, development, and delivery phases. Works with their team to break down projects into focused milestones and releases that enable them to deliver customer value, learn, and iterate faster.	Collects, analyzes, and applies insights from various sources — market, competitive, and customer research, internal data and expertise, etc. — to inspire and inform product decisions about opportunities to pursue. Leads hypothesis-driven research or experimentation to test assumptions and validate potential solutions. Works with their team to understand costs — implementation effort, required trade-offs, risks and uncertainty, etc. — associated with potential solutions or approaches, and drives to team decisions that will provide the maximum return on investment. Rigorously prioritizes requirements and defines project phases to iterate towards and deliver truly minimum-testable, minimum-viable, and minimum-marketable solutions as effectively as possible.	Initiates or leads research activities to guide the generation, validation, and iteration on the strategy and priorities for their product teams. Balances rigorous research with informed intuition — to decisively take action when their team has enough information to push forward. Empowers their teams to explore and experiment with a broad range of possible solutions — including both obvious and novel ideas — to ensure that we are continuing to deliver innovative and differentiated solutions.	Defines clear goals that have measurable and tangible impact on the overall business. Challenges their teams to focus on addressing the most meaningful problems, creating impactful and innovative solutions, and ruthlessly prioritizing their development efforts — to deliver the greatest amount of customer value as early and often as possible. Is the company's resident expert in their domain area. People seek this person for their guidance. Exemplifies using data thoughtfully, whether it’s internal data or external industry data. Understands industry trends through customer conversations and discussions with other, external industry leaders. Guides their teams to effectively balance research with intuition and urgency when making and validating decisions. Leverages their recognized domain expertise in order to make solutions scalable and future-proof. Their products balance payment of technical debt and launching features.	Leads their area / entire product teams through goal setting and planning for 12-month periods without need for guidance. Consistently demonstrates the ability to pick goals that inspire teams, while balancing proactive and reactive work. Creates clear, digestible product roadmaps that reflect the strategy and enables everyone to understand how we are to achieve the vision. Able to ruthlessly prioritize a team's time and energy in accordance with the strategy. Recognized internally and externally as an industry leader in their domain. Leverages their domain expertise to make solutions scalable and future-proof. Elevate’s Webflow’s brand with their domain expertise. Enables the company to recruit world class talent in their domain because talents wants to work with a domain expert.
6	Execution	Ensures that team members understand their individual roles and expectations, and collaborates with them to successfully deliver value sprint-to-sprint. Defines meaningful success metrics for their projects, follows-through with them to evaluate impact, and shares insights from the results with their team and relevant stakeholders. Implements their team’s existing processes within their projects, and shares candid feedback on how effective they are.	Orchestrates their team's cross-functional efforts to successfully deliver value across multiple concurrent projects. Works with their cross-functional teammates to actively resolve issues or questions that arise, constantly evaluate the effectiveness of current approach, explore alternatives to deliver value more efficiently, and decisively make those adjustments when appropriate. Aligns project success metrics with the product area's business success metrics and goals — and applies insights from project results to inform future priorities and plans. Implements org-wide processes and best practices within their team, identifies and incorporates additional operational improvements specific to their team, and shares insights about the effectiveness of these processes to inform and inspire other teams as well.	Delivers value to users constantly and iteratively, learning from every launch for future improvements and releases. Proactively identifies potential hurdles and blockers before they impact their projects, and guides the team's work in a way that avoids or minimizes them. Seeks to understand the approaches, assumptions, constraints, and estimates provided by cross-functional teammates — even questioning or challenging them, when appropriate — to create a healthy system of checks and balances and ensure their teams are delivering value as efficiently as possible. Sets meaningful goals for project success metrics, tracks actual results against those expectations, and applies this data to continually improve their ability to predict the potential scale of impact for future projects. Applies insights about the effectiveness of their teams’ processes while contributing to the creation of new org-wide operational improvements.	Delivers almost always on goals and strategy. Plans, advocates for, and unblocks resource needs. When an execution failure happens, they take ownership, explain what was learned, and rapidly remedy the problem. Oversees, evaluates, and drives to continually improve existing product development processes to ensure their team(s) are delivering value to customers as efficiently as possible (in collaboration with EMs, PDs, and PD Managers). Leads the creation and rollout of impactful org-wide operational improvements. Organizes, plans, secures leadership support, allocates staffing, and builds out their product area team to continue increasing their impact and efficiency. Challenges their teams to explore options beyond their current constraints and constructs — and helps remove those limitations when appropriate and possible.	Consistently demonstrates ability to make a material difference to company level goals. The products shipped are extensible and empower future development. Employs the right amount of processes and procedure, which then enables outstanding and consistent impact. Identifies org and company-wide inefficiencies that contribute to suboptimal product development and implements solutions to address them. Formalizes best practices into frameworks and evangelizes with other teams.
7	Communication & Collaboration	Effectively collaborates with each cross-functional team member and partner working together on their projects. Keeps relevant stakeholders updated on project plans, decisions, and results. Facilitates discussions with teammates to explore options and negotiate tradeoffs within their projects. Identifies and communicates project needs — and secures the staffing, resources, or help required to fill them.	Involves and fosters engagement from cross-functional team members appropriately through every stage of the product lifecycle. Updates relevant stakeholders on their team's progress toward strategic key results — clearly communicating confidence-levels, reasoning, and actions being taken to increase the certainty of achieving them. Facilitates discussions with teammates to explore options and negotiate tradeoffs across all priorities and projects within their team. Effectively advocates for customer and business perspectives to influence decisions — ensuring that the team is appropriately balancing all considerations. Identifies their team’s existing resource constraints and bottlenecks, and effectively enlists support from relevant leaders and partners to lift those limitations.	Works with their cross-functional team members to identify and act on opportunities to improve their collaborative working agreements and relationships. Facilitates effective collaboration between their teams and other teams — especially while working on interrelated projects or partnering in the pursuit of mutual goals. Influences product area level decisions — effectively advocating for their teams' needs and perspectives when negotiating tradeoffs with product area leaders. Explores opportunities to increase their teams’ impact by further building out their balanced, cross-functional teams — and advocates for and secures leadership support for staffing that growth, when appropriate. Ensures that stakeholders are being appropriately updated on progress their product area teams are making toward strategic key results.	Crisp, concise communication in any medium. Represents work of the team to stakeholders, connecting it to larger-scale organizational initiatives. Regularly shares relevant information from their manager and e-staff to their teams. Creates excitement around the shared goals and KPIs in their domain. Involves and collaborates with cross-functional leads in the higher-level strategy, prioritization, and planning process for their product area. Collaborates effectively across pillars: anticipates dependencies and needs, is able to collaborate to create a roadmap that effectively hits shared goals, embodies a "we" mentality in serving our customers, and demonsrates creativity and flexibility. Influences product org and company-wide decisions — effectively advocating for their product area's needs and perspectives when negotiating tradeoffs with leaders and key stakeholders. Recognized as a strong partner and collaborator, even when product requirements change unexpectedly.	Creates awareness and excitement for their goals within their organization and across the company. Demonstrates ability to harmonize significant differences of opinion with partners and stakeholders. Has a strong ability to lead and align partner teams and functions (e.g. Education, Marketing, Sales). This person does not take a lowest common denominator approach, but makes sure the right decision wins in a way that is palatable. Can challange in healthy & productive manner with e-staff. Will proactively raise issues and blockers not just on their own team, but in adjacent spaces. Is able to lead and influence the work of stakeholders and their teams. Helps other people and other teams be successful. Values the perspective everyone brings to the team, even if it is different from their own. Can disagree and commit to decisions, and bring their team along. Remains calm and focused in situations of high volatility and uncertainty.
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