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
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
With contributors:
Tony Plec , Melissa Parrish , Sam Somashekar , Eleanor Theriault , Drew Zalucky

Summary

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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