Most of the work we do in the Product Management Strategies service at SiriusDecisions is with b-to-b organizations that are trying to improve the maturity and effectiveness of an existing product management function. Recently, however, we’ve worked with several organizations that are establishing product management for the first time.
Interestingly, in most of these cases, the challenge wasn’t convincing the organization that product management was needed. The organization had already recognized the problems it was having without a clearly defined product management role and the impact that was making on the business. The challenge was exactly how to go about setting up the new function.
So, here are four critical steps to establishing product management within an organization:
Many more steps are required to go from simply setting up product management to building out a best-in-class function, but following the steps above will certainly start an organization down the right path.
Clients of our Product Management Strategies service have access to a research brief that provides additional detail on this topic – “Establishing a Product Management Function” – as well as access to analyst inquiry and other research to support the establishment of product management. Contact us if you’re interested in learning how we can help your organization along this journey.
Jeff Lash is Vice President and Group Director of Go-to-Market at SiriusDecisions, where he leads the Product Management and Portfolio Marketing Research and Advisory Services. A recognized thought leader in product management, he has over 15 years of experience in product management, product development, product marketing, and user experience design. Follow Jeff on Twitter at @jefflash.