What separates best–in–class companies from other companies? It is usually the manner in which they provide high value products and unique experiences to customers in carefully chosen markets. Product Management encompasses a set of business practices which, when viewed holistically, helps the firm achieve its goals for product profitability and market share. Product Management is, in a nutshell, the business management of products, represented by how firms create, develop, and manage products and services across their life cycles.

The product manager is the professional who leads a cross–functional team in strategizing, marketing, and managing products across the life cycle — from concept through product discontinuance. But where do product managers learn their job? Usually they learn their job on the job. Unlike other professions, there isn’t a university degree in Product Management. Moreover, most people who carry out the job of the product manager do so within the context of the professional areas where they have the most experience, such as engineering, sales, or marketing. Therefore, many product managers approach the job from different perspectives. The result is that they may not be consistent in how they carry out Product Management activities. This is inefficient and it causes confusion inside of the company — and inefficiencies can cost the company time and money.

This webinar is designed to introduce participants to the essential elements of product management by:

  • Clarifying the purpose of Product Management
  • Defining the role of the product manager
  • Describing why cross-functional product teams are so important
  • Providing a useful Product Management reference model
  • Showing how Product Management truly contributes to corporate performance