Product Management Goals

Product Management Goals

• Ensuring the “right” set of product features to retain customers and grow sales


• Getting products and services to market faster


• Ensuring high product quality


• Supporting sales to both existing and new customers Generating products to break into new markets

Overall goal = Grow Revenue!

Role of Product Management

• Defining Product Strategy and Vision


• Performing Competitor Analysis


• Positioning Product in Marketplace


• Managing New Product Releases


• Supporting Sales and Customer Service


• Providing Product Expertise for Sales

Product Management Support for Sales

1. Create a Feedback Channel for Sales into Product Management

• Establish e-mail or form process


• Provide visibility into fixes and enhancement ideas submitted

2. Provide View into Product Roadmap

• Provide summary of long-term roadmap with timeframes for use with prospects


• Provide view of timing of new features, including priority rationalization


• Publish known product issues

3. Provide Sales Support Tools and Collateral

• Work with Marketing to generate positioning presentations for each Product Line


• Provide positioning content; including value propositions, positioning versus competitors, pricing and sales qualifiers


• Develop Sales collateral


• Develop easy-to-use demos

4. Provide SME to help with sales calls, trade shows, etc.