27 Examples of Product Management

John Spacey, updated on May 22, 2023

Product management is the practice of managing a portfolio of products throughout their lifecycle from concept to end-of-life. This can be thought of as the strategic management of product development and product marketing. The following are common product management techniques and considerations.

Competitive analysis	Customer adoption and engagement
Customer advocacy – using real world feedback to improve products	Customer insights
Feature planning and prioritization	Go-to-market strategy – plans for launching a product
Market research	Product concepts and concept testing
Product design	Product development
Product marketing – the process of promoting a product to generate demand	Product planning
Product positioning	Product pricing
Product quality – quality assurance, control and improvement for a product	Product related partnerships
Product reporting and KPIs	Product requirements
Product roadmaps	Product strategy such as a plan to increase market share
Product updates	Product vision
Release planning	Sales and operations planning – align product production to sales efforts
Sales forecasts for a product	Sales training for a product
User experience design

Product development usually falls under product management but product marketing is often a separate function and team.

Product marketing involves much cross-functional collaboration with teams such as product development, business units, operations, product marketing and sales.

Product management is typically responsible for the profit/loss of a product.

Next read: Examples of Product Marketing

More about product management:

Adoption Lifecycle

Branding

Cash Cow

Competitive Intelligence

Market Research

Positioning

Product Analysis

Product Cannibalization

Product Category