Just like your home decor or your wardrobe, a product management makeover is in order every few years.

The complexion of most product companies today looks completely different today than it did 15-20 years ago but we’re still trying to do product management and product marketing the way we learned it in the 90’s.  Why?

Consider the following market dynamics that have changed the industry landscape and their implications on the product management and product marketing disciplines.

  1. Ongoing market consolidation across large, medium, and small companies has resulted in larger and more complex product portfolios.
  2. Convergence of hardware appliances and software has forced traditional hardware manufacturers to differentiate what’s become a commodity with software and services.
  3. Software as a service and agile development are the new norm, forcing many traditional software companies to reinvent themselves to remain competitive.
  4. Skyrocketing growth of applications and services on mobile platforms

To what extent do product management and product marketing need to change to gain ground as major influences when considering the landscape that now surrounds us?

Contact Proficientz about our product portfolio management training to see how easily you can make the transition from a tactical product model to a strategic solutions model.