ROLE OF PRODUCT MANAGEMENT
What is the role of product management in enterprise transformation?
Many businesses today are undergoing radical change. The driving factor is evolving customer expectations — increasing demand for personalized products, frictionless service, and dynamic support. To improve innovation and how customers are served requires a massive shift in thinking. This is different from simply managing projects and delivering new capabilities. Change at this scale is called an enterprise transformation because it fundamentally shifts the entire organization’s focus around delivering a Complete Product Experience (CPE).
While the concept of business transformation is not new, many companies are applying new technologies. They are focusing on selling solutions or bundled offerings instead of point products. These companies are leveraging data to better serve customers. Product managers are often at the center of enterprise transformations.
Why is product management critical to enterprise transformation?
Product managers are advocates for both the product and the customer. Planning and delivering new functionality is a cross-functional effort. Product managers often lead the team that manages the overall go-to-market process for both existing and new customers.
So it makes sense that product managers are primed to guide new customer experiences. You have a keen understanding of the market and your product's place within it. You also build and drive the product roadmap, which is arguably one of the most important tools in serving customers in a new way.
How do product managers support different types of enterprise transformation?
While every company is unique, there are three major areas of transformation: digital, solutions, and data.
New technology is often the first focus area for organizations looking to modernize how they deliver products and serve customers. As part of the product planning process, product managers make decisions about long-term development investments in new technology or ways of serving customers. These decisions are rooted in an awareness of how the customer experiences every aspect of the product. New technology such as artificial intelligence, machine learning, or integrated systems can have a deep-reaching effect.
The data revolution is real and many companies are buried in it. Transformation in this area can take different forms. At the most basic level, companies will use data to analyze customer buying patterns and behavior in an effort to better understand the impact of what is being delivered. impact on a product and provide customers with new experiences.
Many companies are shifting from selling specific features to selling the overall value to customers.
Where can product managers deliver the most value in an enterprise transformation?
Product managers sit at the center of everything product-related. Enterprise transformation requires strategic planning, data awareness, and customer focus — areas where strong product managers excel. By keeping customers at the forefront of every conversation, product managers can take a leadership role that helps deliver both business and customer value.
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