[jmacd]

Many larger b2b companies operate with a GM model. Why? Their businesses are a portfolio of products that essentially need a CEO rather than a PM. True P&L accountability and control.

Different products within the company will have different needs at different times. Without a GM the Twitter Blue team ends up head to head with the Ads team during planning, and you can guess who wins.

Small products will get overly influential GMs who can move mountains within the company to get them what they need. It's less overlord and more political air cover, if done right.

GMs are almost always the first to get fired as well. It's a sort of end-stage of your career at a company. Few GMs can become CEO, so once you take that GM role you are on borrowed time.