Planning Guide Report

Planning Guide 2024: Product Management

Supercharge Your Team With The Skills And Technology To Drive More Value And Growth

August 1st, 2023
With contributors:
Tony Plec , Melissa Parrish , Sam Somashekar , Eleanor Theriault , Drew Zalucky


Accountability. Outcomes. Value. Impact. These are the goals product managers are striving toward as they identify unmet customer needs and create great products. Technology has increasingly provided the ability to deliver more value and track it — enabling transparency and accountability. With product management tasked with understanding customers’ desired outcomes and ensuring offerings satisfy these outcomes, organizations are increasing their spend on product functions. Leaders must continue this trajectory by investing in staffing, upskilling, and technology. In this report, we provide guidance on specific areas for investment, where to pull back, and suggestions for pilots and experimentation.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.