Another acquisition, the re-architecting of legacy products on new platforms, geographically dispersed product teams and a mixed bag of cultures and processes.  Throw in constant short-term revenue pressures and you have an environment where any focus on longer term growth is mortgaged for the here and now.  It’s not a formula for market leadership.

Something has to change!  When you’ve amassed a portfolio of 10, 20, 50 or more products it can become a runaway train that takes your organization in the wrong direction before you realize it.  The remedy begins in product management.  But the mantra can no longer be about “market-leading products.” There are simply too many products, too many differing views of the same markets and too many competing agendas to make the market impact necessary for the organization to achieve sustainable growth.

Adopt Product Portfolio Management and Grow Your Market Value Faster

• See Markets Without Product Blinders and Uncover Bigger Problems
  If you’re analyzing markets through the lens of your products, you’re missing the bigger picture.  Markets do what they do and influence your target buyers from the CEO down to the front line workers.  Portfolio management helps you connect the dots between market dynamics, CEO initiatives and front line workers so you’re in a stronger position to uncover bigger problems in each market segment that have greater strategic implications.

• Create a Strategy Centered on High-Visibility Industry Problems, Not Products
  Debates over product priorities can be an endless loop that wreaks havoc on every part of the organization.  Portfolio management settles the debate without fanfare by focusing your strategy on well-documented industry problems.  The debate boils down to products most adept at solving well-known problems.  It’s usually not much of a debate.

• Differentiate Your Company Instead of Products
  Your buyers want to do business with companies that advance their strategy over the long term.  Selling the virtues of a many individual products doesn’t communicate your strategic value.  Portfolio management is highly conducive to differentiation because your positioning communicates the strategic value of your organization in the context of industry issues.  Your portfolio of high-value solutions offers the supporting proof points.

• Execute Product Initiatives With Strategic Purpose
  Poor product execution is a sign of poor strategy and product planning.  Portfolio management ties product plans and priorities directly to highly visible problems in your most lucrative market segments to eliminate any confusion over the pecking order of priorities.  Resource utilization improves significantly.

Welcome to product portfolio management, a market-centric model where your organization will see its target markets through a single set of eyes and gain better visibility into bigger and more strategic problems to be solved.  Product teams are directed by a single agenda and routinely collaborate about the most innovative way to solve high-impact business problems.  They're empowered to leverage the entire product portfolio to deliver solutions that are far more valuable than competing niche products.  Product managers and marketers no longer fancy themselves as “Product CEO’s” but operate as major shareholders of a single portfolio, all working toward improving the organization’s market value in its chosen market segments.

See a sampling of our Software/SaaS clients.