PM Competency Matrix

Diagnostic tool for product management levels. Pick a level, check the behaviors, score.

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TL;DR

• 20 skills, 5 levels, 79 behaviors — APM through Principal PM
• ★ = mandatory — PM's level = MIN(mandatory level, overall level). No exceptions
• Behaviors are cumulative — Senior PM ticks everything APM and PM tick, plus Senior-level behaviors
• Per-level sections — Go to the level you're evaluating, check mandatory first, then the rest
• Verify column — Every behavior tagged: A (artifact), P (peer feedback), S (self-reported)
• 80% threshold — Tick ≥ 80% of a level's behaviors to pass. Not perfection — pattern

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How to Use This

Self-Assessment First, Manager Review After

1. PM self-scores. Fill in ✓/✗ for each behavior. Every ✓ needs a concrete example — PRD link, doc, metric, customer quote, one line
2. Manager reviews. Confirm or adjust. Flag disagreements (✓ → ✗ or ✗ → ✓)
3. 15-min sync. Discuss disagreements only. Skip what matches

This scales — manager spends 5-10 min reviewing instead of 15-20 min scoring from scratch. Disagreements become the conversation: "You ticked this but I don't see evidence" is more productive than "here's my score."

Scoring Steps

1. Pick the level you're evaluating (e.g. "Is this person Senior PM?")
2. Check mandatory ★ skills first. If they don't pass mandatory at that level, stop. They're not that level
3. Check remaining skills. Score each behavior ✓ or ✗
4. Count. ≥ 80% of that level's behaviors = pass
5. Check cumulative. They must also pass all levels below. A Senior PM must pass APM and PM too
6. Final level = MIN(mandatory level, overall level)

Behaviors are cumulative. A Senior PM should demonstrate all APM, PM, AND Senior PM behaviors. If a behavior starts at PM, it's expected at Senior PM, Lead PM, and Principal PM too.

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The Mandatory Rule (★)

Five skills are mandatory: Clear Communication, Problem Discovery, Data & Decisions, Outcome Ownership, Cross-Functional Collaboration.

Mechanic: PM's level = MIN(mandatory level, overall level).

Worked example:

Alice scores Senior PM on overall behaviors (82% of Senior PM behaviors ticked). But on mandatory ★ skills alone, she only passes PM (75% of Senior PM mandatory behaviors).

Alice's level: PM. Not Senior PM. The mandatory score caps her.

Why: A Lead PM who can't discover real problems or make data-driven decisions is a liability, not a multiplier. Mandatory skills are the behaviors that make every other skill effective. Product sense without communication, discovery, data fluency, ownership, and collaboration creates isolated impact that doesn't scale.

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How to Verify Behaviors

Every behavior has a Verify tag. Use it to know where to look for evidence.

Tag	Meaning	Where to look
A (Artifact)	Leaves a trail	PRDs, specs, roadmaps, strategy docs, research reports, dashboards, launch plans, retrospectives, OKR reviews
P (Peer)	Requires feedback from others	360 reviews, peer interviews, cross-team feedback, skip-level 1:1s, eng/design partner feedback
S (Self)	Self-reported, inferred over time	Strategic thinking, relationship quality, long-term planning patterns, market intuition

Rule of thumb: If a PM scores high on A and S but low on P, collect more peer feedback before finalizing. Artifacts show what someone shipped. Peers show how they shipped it.

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Skill Categories

Category	Skills
Core (★ mandatory)	Clear Communication, Problem Discovery, Data & Decisions, Outcome Ownership, Cross-Functional Collaboration
Product Craft	User Research, Prioritization, Spec Writing, Roadmap Planning, Product Sense, Experimentation
Business & Technical	Business Acumen, Technical Fluency, Market Awareness, Go-to-Market
Leadership & Influence	Stakeholder Management, Mentoring, Strategic Thinking, Hiring & Talent, Org Impact

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Terminology

Terms used in the behaviors below. Skim now, reference later.

Term	What it means
PRD	Product Requirements Document. Describes the what and why of a feature: problem, solution, requirements, success metrics, edge cases. Engineers and designers build from this
RICE	Reach, Impact, Confidence, Effort. Prioritization framework. Score = (Reach × Impact × Confidence) / Effort. Forces explicit trade-offs instead of gut feel
OKR	Objectives and Key Results. Goal-setting framework. Objective = qualitative direction ("Improve onboarding"). Key Results = measurable outcomes ("Increase activation from 60% to 75%")
NPS	Net Promoter Score. "How likely are you to recommend us?" on 0-10 scale. Promoters (9-10) minus Detractors (0-6) = NPS. Range: -100 to +100
CSAT	Customer Satisfaction Score. "How satisfied are you?" on 1-5 scale. Percentage of 4s and 5s. Measures specific interactions, not overall loyalty
CAC	Customer Acquisition Cost. Total sales + marketing spend / new customers acquired. "It costs us $150 to get a new customer"
LTV	Lifetime Value (also CLV). Revenue a customer generates over their entire relationship. LTV = ARPU × Gross Margin × Average Lifespan. LTV/CAC > 3 is healthy
ARR	Annual Recurring Revenue. Total yearly value of all active subscriptions. The north star metric for SaaS. MRR × 12 = ARR
GTM	Go-to-Market. Strategy for launching a product: who to sell to, how to reach them, what to charge, how to enable sales. Pricing + positioning + channels + enablement
A/B test	Show version A to 50% of users, version B to 50%. Measure which performs better. Data, not opinions
Cohort analysis	Group users by when they signed up (or another event). Compare behavior across cohorts. "January cohort retains at 40%, March cohort at 55% — what changed?"
Funnel	Sequence of steps users take toward a goal. Sign up → Activate → Convert → Retain. Measure drop-off at each step to find the biggest lever
North Star metric	The single metric that best captures the value you deliver to customers. Airbnb: nights booked. Slack: messages sent. Not revenue — value delivered
Unit economics	Revenue and costs per customer or transaction. "We make $50/customer but spend $30 to acquire and $15 to serve them. $5 profit per unit"
P&L	Profit and Loss statement. Revenue minus costs = profit. "Own the P&L" = accountable for both revenue and expenses
Product-market fit	When customers want your product enough to pay for it, tell others, and come back. Leading indicators: retention curves flatten, NPS > 40, organic growth
Discovery	Research phase before building. Understand the problem, validate solutions, reduce risk. Interviews + data + prototypes. Build confidence that you're solving the right problem
Feature flag	Toggle that enables/disables a feature without deploying new code. Ship dark, enable for 5% of users, then 100%

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APM (Level 1) — 12 behaviors

Entry level. Ships reliably, learns product craft, asks for help.

Mandatory Skills ★

Skill	Behavior	Verify
Clear Communication ★	Flags blockers same day, not next day	A
Clear Communication ★	Communicates proactively — updates without prompting, answers directly	P
Problem Discovery ★	Talks to users weekly. Documents pain points, not just feature requests	A
Data & Decisions ★	Uses data to support decisions. Pulls basic metrics from dashboards	A
Outcome Ownership ★	Follows features through launch. Checks adoption metrics within first week	A
Cross-Functional Collaboration ★	Works with engineering and design daily without creating bottlenecks	P
Cross-Functional Collaboration ★	Asks for help within 30 min of being stuck on a cross-team dependency	P

Product Craft

Skill	Behavior	Verify
User Research	Conducts structured user interviews using a script. Summarizes findings	A
Spec Writing	Writes clear specs with user stories, acceptance criteria, and edge cases	A
Product Sense	Explains what problem the feature solves and who it's for	P

Business & Technical

Skill	Behavior	Verify
Technical Fluency	Understands system architecture enough to scope work with engineers	P

Leadership & Influence

Skill	Behavior	Verify
Stakeholder Management	Keeps stakeholders informed with weekly status updates	A

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PM (Level 2) — 18 behaviors

Must also meet APM. Owns features end-to-end, validates problems before building, measures outcomes.

Mandatory Skills ★

Skill	Behavior	Verify
Clear Communication ★	Communicates risks proactively with options, not just problems	A
Clear Communication ★	Written updates use specifics — numbers, dates, owners, not vague estimates	A
Problem Discovery ★	Identifies root problems vs. symptoms. Reframes requests into underlying needs	A
Problem Discovery ★	Validates problems before solutioning. Kills features that don't solve real pain	A
Data & Decisions ★	Defines success metrics before building. Tracks leading and lagging indicators	A
Data & Decisions ★	Runs basic analyses (funnels, cohorts, retention curves) without analyst support	A
Outcome Ownership ★	Owns features end-to-end: discovery, spec, ship, measure adoption, iterate	A
Outcome Ownership ★	Writes launch retrospectives — what worked, what didn't, what to do differently	A
Cross-Functional Collaboration ★	Ships work that requires engineering, design, and stakeholder input without delays	P

Product Craft

Skill	Behavior	Verify
User Research	Triangulates research: combines qualitative (interviews) with quantitative (analytics)	A
Prioritization	Uses a framework (RICE, ICE, or similar) and explains trade-offs to stakeholders	A
Spec Writing	Specs include edge cases, out-of-scope, and technical constraints. Engineers can build without ambiguity	A
Roadmap Planning	Maintains a quarterly roadmap. Communicates changes with rationale	A
Product Sense	Pushes back on stakeholder requests with a simpler alternative that solves the core problem	P

Business & Technical

Skill	Behavior	Verify
Technical Fluency	Scopes features accurately with engineering. Understands trade-offs between speed and quality	P
Market Awareness	Monitors competitors. Knows their strengths and weaknesses relative to your product	A

Leadership & Influence

Skill	Behavior	Verify
Stakeholder Management	Manages expectations proactively. Says no with rationale and alternatives	P
Mentoring	Onboards new PMs — shares templates, pairs on first spec, checks in weekly	P

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Senior PM (Level 3) — 21 behaviors

Must also meet APM and PM. Drives business impact, leads cross-team work, mentors others.

Mandatory Skills ★

Skill	Behavior	Verify
Clear Communication ★	Drives alignment via PRDs and strategy docs that teams can execute independently	A
Clear Communication ★	Presents product strategy to non-technical stakeholders and execs	P
Problem Discovery ★	Maps problem spaces systematically. Identifies opportunities others miss	A
Data & Decisions ★	Defines product metrics frameworks. Sets team-level OKRs that connect to business outcomes	A
Outcome Ownership ★	Owns product area outcomes. Investigates metric drops before being asked	A
Cross-Functional Collaboration ★	Drives cross-team initiatives. Resolves priority conflicts across teams	P

Product Craft

Skill	Behavior	Verify
User Research	Designs research programs. Builds continuous feedback loops (NPS, advisory boards, CSAT)	A
Prioritization	Makes explicit trade-offs between short-term revenue and long-term platform investment	A
Spec Writing	Writes vision specs that inspire the team and set direction for multiple quarters	A
Roadmap Planning	Plans 2-3 quarters ahead. Balances new features, tech debt, and growth initiatives	A
Product Sense	Connects product decisions to business outcomes ("This integration unblocks $200K ARR")	A
Experimentation	Designs A/B tests with clear hypotheses, sample sizes, and success criteria	A

Business & Technical

Skill	Behavior	Verify
Business Acumen	Understands unit economics (CAC, LTV, payback period). Sizes opportunities in revenue terms	A
Technical Fluency	Partners with engineering to make build/buy/integrate decisions with clear trade-offs documented	A
Market Awareness	Positions product against competitors. Identifies gaps and defensible advantages	A
Go-to-Market	Partners with marketing/sales on launch plans. Defines messaging, segments, and enablement	A

Leadership & Influence

Skill	Behavior	Verify
Stakeholder Management	Aligns stakeholders with competing priorities. Escalates with proposals, not complaints	P
Mentoring	Mentors 1-2 junior PMs toward next level. People you mentor get promoted	P
Strategic Thinking	Thinks 2-3 quarters ahead. Proposes where to invest and where to sunset	S
Hiring & Talent	Interviews PM candidates. Gives clear hire/no-hire with evidence	A
Org Impact	Ships products that move company metrics. Other teams benefit from your work	A

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Lead PM (Level 4) — 16 behaviors

Must also meet APM, PM, and Senior PM. Multiplies the product org, sets product direction, influences without authority.

Mandatory Skills ★

Skill	Behavior	Verify
Clear Communication ★	Influences org-wide decisions through written proposals and strategy docs	A
Problem Discovery ★	Defines problem spaces across product lines. Identifies the highest-leverage problems for the company	A
Data & Decisions ★	Sets org-wide product metrics. Defines what "good" looks like across all product areas	A
Outcome Ownership ★	Owns multi-product outcomes: tracks portfolio health (adoption, revenue, retention) and reallocates investment when metrics slip	A
Cross-Functional Collaboration ★	Influences without authority. Creates decision forums (product council, roadmap review)	P

Product Craft

Skill	Behavior	Verify
Prioritization	Allocates resources across product areas based on business impact and strategic fit	A
Roadmap Planning	Owns multi-team roadmap. Coordinates dependencies across product areas	A
Product Sense	Identifies whitespace opportunities that become new product lines or revenue streams	S
Experimentation	Builds experimentation culture. Teams run tests by default, not by exception	A

Business & Technical

Skill	Behavior	Verify
Business Acumen	Owns P&L or revenue targets for product area. Makes investment cases with financial models	A
Technical Fluency	Sets technical direction with engineering leaders. Defines platform strategy	A
Go-to-Market	Defines GTM strategy across product portfolio. Coordinates pricing, packaging, and channel strategy	A

Leadership & Influence

Skill	Behavior	Verify
Mentoring	Develops senior PMs into leads. Scales PM craft through programs, frameworks, and rituals	P
Strategic Thinking	Owns 1-year product roadmap. Ships features while building strategic moats quarter over quarter	A
Hiring & Talent	Designs PM interview process. Defines hiring bar. Attracts talent through reputation	A
Org Impact	Makes 10+ people across teams more effective. Multiplies the product org	P

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Principal PM (Level 5) — 12 behaviors

Must also meet APM, PM, Senior PM, and Lead PM. Shapes company direction, defines how product works.

Mandatory Skills ★

Skill	Behavior	Verify
Clear Communication ★	Represents product to board/execs. Shapes company narrative	P
Problem Discovery ★	Identifies transformative opportunities — new markets, new business models, or category-defining moves	S
Data & Decisions ★	Defines company-wide success metrics. Business reviews run on frameworks you built	A
Outcome Ownership ★	Owns company-level product outcomes. Product metrics trend in the right direction quarter over quarter	A
Cross-Functional Collaboration ★	Partners with exec team on product investment decisions	P

Product Craft

Skill	Behavior	Verify
Product Sense	Technology and product decisions you drive open revenue streams or markets the company didn't have before	A
Experimentation	Company-wide experimentation platform and culture. Teams are data-driven by default	A

Business & Technical

Skill	Behavior	Verify
Business Acumen	Shapes business model and pricing strategy at company level	A
Market Awareness	Anticipates market shifts 1-2 years ahead. Positions the company before competitors react	S

Leadership & Influence

Skill	Behavior	Verify
Mentoring	Develops future product leaders. Creates PM leadership pipeline	P
Strategic Thinking	Defines 2-3 year product vision. Company strategy reflects your product direction	A
Org Impact	Product practices you introduced are how the company defaults to working	P

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Split Levels

When someone is Lead PM at X but Senior PM at Y, the split is the diagnostic — not the number.

Rule: Official level = MIN(mandatory level, overall level). But the split tells you where to invest.

Common Patterns

Pattern	What it means	Action
Lead product craft / Senior leadership	Strong builder, not yet a multiplier	Growth plan for mentoring, stakeholder management, org influence
Senior everything / PM communication	Product skills blocked by communication gap	Focus on Clear Communication for one quarter. Write strategy docs, present to execs
Senior overall / PM mandatory	Capable PM held back by core skill gap	Identify which mandatory skill is lagging. Targeted improvement plan
Lead business / Senior product craft	Strong business instinct, discovery and experimentation gaps	Pair with strong user researcher. Lead a discovery sprint end-to-end

Worked Example

Dave scores Lead PM on product craft (85% of Lead PM behaviors ticked) and Lead PM on leadership & influence (82%). But on mandatory ★ skills, he only passes Senior PM (78% of Lead PM mandatory behaviors — below 80%).

Dave's level: Senior PM. His mandatory score caps him at Senior PM even though his overall skills are Lead PM-level.

The split tells the story: Dave needs to close the gap on 1-2 mandatory Lead PM behaviors. His manager reviews the specific behaviors he's missing — turns out he hasn't created decision forums (Cross-Functional Collaboration ★) or defined org-wide product metrics (Data & Decisions ★). Those become his next-quarter goals.

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Common Mistakes

Mistake	Fix
Scoring potential, not demonstrated behavior	Score last 2 quarters. No credit for "could"
Ignoring mandatory because product craft is strong	Run mandatory check first. If it fails, stop
Only scoring Artifact behaviors	Collect peer feedback quarterly. Skip-level 1:1s reveal what artifacts don't
One good quarter = level up	Require 2-3 quarters sustained. One quarter is a spike
Averaging across skills	Look at the split. An average hides the gap
Checklist mentality	Every ✓ needs a concrete example: "When? What outcome?"
Evaluating Lead+ without cross-team input	Lead+ is org-wide. Get input from 3+ teams
"Ships features" vs "multiplies others"	If only personal output is high, that's Senior PM, not Lead PM
Self-assessment over-scoring	Require a concrete example per ✓ — PRD link, doc, metric. "When? What outcome?" kills inflation
Self-assessment under-scoring	Cross-check with peer feedback, especially P-tagged behaviors. Humble PMs miss their own impact

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Spreadsheet Template

Make a copy of the spreadsheet template — add PM names as columns.

Layout

Skill | Category | Mandatory | Behavior | Level | Alice | Bob | ...

• Category: Core, Product Craft, Business & Technical, or Leadership & Influence
• Mandatory: ★ or blank
• Level: 1-5 (the level where this behavior starts)
• Each PM cell: ✓ if demonstrated, blank if not

Tagging rows

Add a Level column to each behavior row:

Level	Value	Means
APM	1	Behavior starts at APM
PM	2	Behavior starts at PM
Senior PM	3	Behavior starts at Senior PM
Lead PM	4	Behavior starts at Lead PM
Principal PM	5	Behavior starts at Principal PM

Formulas (Google Sheets / Excel)

Assume: Column C = Mandatory (★ or blank), Column D = Level (1-5), Column E onward = PM scores.

Count ticked behaviors per level (summary rows at bottom):

APM ticked:          =COUNTIFS($D:$D,1,E:E,"✓")
APM total:           =COUNTIF($D:$D,1)
PM ticked:           =COUNTIFS($D:$D,2,E:E,"✓")
PM total:            =COUNTIF($D:$D,2)
Senior PM ticked:    =COUNTIFS($D:$D,3,E:E,"✓")
Senior PM total:     =COUNTIF($D:$D,3)
Lead PM ticked:      =COUNTIFS($D:$D,4,E:E,"✓")
Lead PM total:       =COUNTIF($D:$D,4)
Principal PM ticked: =COUNTIFS($D:$D,5,E:E,"✓")
Principal PM total:  =COUNTIF($D:$D,5)

Overall level (≥ 80% threshold):

=IF(AND(E_APM_ticked/E_APM_total>=0.8, E_PM_ticked/E_PM_total>=0.8, E_SeniorPM_ticked/E_SeniorPM_total>=0.8, E_LeadPM_ticked/E_LeadPM_total>=0.8, E_PrincipalPM_ticked/E_PrincipalPM_total>=0.8),"Principal PM", IF(AND(E_APM_ticked/E_APM_total>=0.8, E_PM_ticked/E_PM_total>=0.8, E_SeniorPM_ticked/E_SeniorPM_total>=0.8, E_LeadPM_ticked/E_LeadPM_total>=0.8),"Lead PM", IF(AND(E_APM_ticked/E_APM_total>=0.8, E_PM_ticked/E_PM_total>=0.8, E_SeniorPM_ticked/E_SeniorPM_total>=0.8),"Senior PM", IF(AND(E_APM_ticked/E_APM_total>=0.8, E_PM_ticked/E_PM_total>=0.8),"PM", IF(E_APM_ticked/E_APM_total>=0.8,"APM","Below APM")))))

Mandatory level (★ rows only):

=IF(AND(COUNTIFS($C:$C,"★",$D:$D,1,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,1)>=0.8, COUNTIFS($C:$C,"★",$D:$D,2,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,2)>=0.8, COUNTIFS($C:$C,"★",$D:$D,3,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,3)>=0.8, COUNTIFS($C:$C,"★",$D:$D,4,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,4)>=0.8, COUNTIFS($C:$C,"★",$D:$D,5,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,5)>=0.8),"Principal PM", IF(AND(COUNTIFS($C:$C,"★",$D:$D,1,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,1)>=0.8, COUNTIFS($C:$C,"★",$D:$D,2,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,2)>=0.8, COUNTIFS($C:$C,"★",$D:$D,3,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,3)>=0.8, COUNTIFS($C:$C,"★",$D:$D,4,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,4)>=0.8),"Lead PM", IF(AND(COUNTIFS($C:$C,"★",$D:$D,1,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,1)>=0.8, COUNTIFS($C:$C,"★",$D:$D,2,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,2)>=0.8, COUNTIFS($C:$C,"★",$D:$D,3,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,3)>=0.8),"Senior PM", IF(AND(COUNTIFS($C:$C,"★",$D:$D,1,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,1)>=0.8, COUNTIFS($C:$C,"★",$D:$D,2,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,2)>=0.8),"PM", IF(COUNTIFS($C:$C,"★",$D:$D,1,E:E,"✓")/COUNTIFS($C:$C,"★",$D:$D,1)>=0.8,"APM","Below APM")))))

Final level = MIN(mandatory level, overall level).

Use a lookup: assign numeric values (APM=1, PM=2, etc.), take the MIN, convert back.

Why 80%: Nobody ticks every box. 80% means they consistently demonstrate the level's behaviors — not perfection, but pattern.

Example

Skill	Mandatory	Behavior	Level	Alice	Bob
Clear Comm	★	Flags blockers same day	1	✓	✓
Clear Comm	★	Written updates use specifics	2	✓	✓
Clear Comm	★	Drives alignment via PRDs	3	✓
Problem Discovery	★	Talks to users weekly	1	✓	✓
Problem Discovery	★	Maps problem spaces systematically	3	✓
User Research		Triangulates qual + quant	2	✓	✓
...		...	...	...	...
Summary
APM %				100%	100%
PM %				95%	85%
Senior PM %				82%	40%
Lead PM %				20%	0%
Overall Level				Senior PM	PM
Mandatory Level				Senior PM	PM
Final Level				Senior PM	PM

Alice — ticks ≥ 80% at APM, PM, and Senior PM. Falls off at Lead PM (20%). Mandatory level also Senior PM. Final: Senior PM.

Bob — ticks ≥ 80% at APM and PM. Only 40% of Senior PM behaviors. Final: PM. Growth areas: strategy docs, problem space mapping, experimentation, cross-team leadership.

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Level Check Summary

Level	Threshold	In one sentence
APM	≥ 80% of APM behaviors	Ships reliably, learns product craft, asks for help
PM	≥ 80% of APM + PM behaviors	Owns features end-to-end, validates problems, measures outcomes
Senior PM	≥ 80% of APM + PM + Senior PM behaviors	Drives business impact, leads cross-team work, mentors others
Lead PM	≥ 80% of APM + PM + Senior PM + Lead PM behaviors	Multiplies the product org, sets product direction, influences without authority
Principal PM	≥ 80% of all behaviors	Shapes company direction, defines how product works

The rule: You're at a level when you consistently tick ≥ 80% of that level's behaviors AND all levels below it. Not your best week — your average quarter. Mandatory ★ skills cap the level.

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References

• Clear Communication — Mandatory communication principles
• Product Manager Levels — Detailed expectations per level with path to next
• PM Development Roadmap — Five stages from feature executor to founder-level operator
• Career Levels — Company-wide leveling framework