IT product management implies managing all stages of the software product lifecycle, including setting strategy, roadmap, feature definition, development stages, launch, etc. Most of the stages in IT product management are similar to traditional product management, but overall, it requires product managers to be more flexible. It is because IT projects are required to frequently adapt the product roadmap and reprioritize items/tasks based on iterative feedback from stakeholders and customers.
The IT industry is in full swing in the present era. New technological advancements, rapid shifts in market conditions, changing customer demands, and a competitive environment have put IT companies to change the traditional product management tactics to smarter agile practices. So, what is IT product management, common practices around it, and the role of the IT product manager are the focus points of this article.
Product management is termed as an organizational function that acts as a guide for complete management of all the stages involved in the product lifecycle from conception and development to production and release. It acts as a bridge between organization strategy and the needs of the customers.
It is also similar to traditional product management. It implies managing all stages of the IT product lifecycle, including setting strategy, roadmap, feature definition, development stages, launch, etc. Over the years, IT product management has seen major changes. For example, software development stages are designed to proceed with shorter development cycles driven by a continuous feedback loop to give timely responses to changes or features demand.
An effective IT product management results in:
In a traditional product management process, we will see stages like defining and evaluating the idea, understanding the market and customers, developing strategy and roadmap, executing and testing, managing marketing and sales, etc.
IT product management also involves similar stages, but it requires product managers to be more flexible and agile. It is because IT projects are required to frequently adapt the product roadmap and reprioritize items/tasks based on iterative feedback from stakeholders and customers.
Some common practices include:
IT product management is an amalgam of different departments working together to ensure timely and customer-driven products. But there can be scenarios that can lead to some chaos. For example, the tech team might complain that the marketing team is not providing proper marketing intelligence. Similarly, the marketing team might complain that the development team is not focusing on customer needs. The solution to all such situations is to have the right product manager. The right product manager plays a bonding role, as he/she listens to all the teams and customers and quickly comes to a conclusion without much chaos.