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.