2. Conclusions
Product Management is becoming more important
The role of Product Management is becoming more
strategic and market oriented
The organization of Product Management has a major
impact on the development of Product Management
within the company.
Results will be discussed on
PRODUKTLEDARDAGEN (www.produktledardagen.se)
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
3. Method
Respondents
Roles
Product Managers (~50%)
Development managers Industries
(~20%), Software
Marketing Managers (~10%) Hardware
Other (~20%) Services
1255 professionals invited via e-
mail representing 664
companies
259 responses
Respondents anonymous Size
Respondens may come from the <10
same company <100
Questionaire >100
Web based
All questions visible
4 questions fast responses
Possibility to add comments
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
4. Question 1: Rate areas of importance for Product Management in 2010 ALL
3,5
3 Area Value
2,5
2
1,5
1 Reduce Cost 2,3
0,5
0
Product Development 2,9
Få ned kostnad
Sälj och marknadsföring
Interna processer
Produktutveckling
Sales & Marketing 3,1
Improve internal Processes 1,7
Viktigaste område 2010
Sales & Marketing and Product Development are clearly the two most important areas
Internal processes is clearly least important
Comments:
The economic reality has forced Product Management to become more sales oriented
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
5. Question 1: What is most important for Product Management in 2010 SOFTWARE
3,5
3 Area Value
2,5
2
1,5
1 Reduce Cost 2,0
0,5
0
Få ned kostnad
Sälj och marknadsföring
Interna processer
Produktutveckling
Product Development 3,3
Sales & Marketing 3,1
Viktigaste område 2010
Improve internal Processes 1,6
Product managers within the software industries focus on development. More than 50%
state it as the most important area.
Sales & Marketing is high on the agenda. While cost reduction and internal processes are low
on the priority list
Comments:
For software companies the release cycle is faster demanding more development work. The
product managers need to support sales and marketing in the numerous launches
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
6. Question 1: What is most important for Product Management in 2010 SERVICES
3,5
3 Area Value
2,5
2
Reduce Cost 2,0
1,5
1
0,5 Product Development 2,9
0
Sales & Marketing 3,2
Improve internal Processes 1,7
Sales & Marketing is on top of the agenda
The priorities for the service sector is similar to the general picture.
Comments
A surprisingly low figure on internal process efficiency.
The amount invested in development is higher than anticipated.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
7. Question 1: What is most important for Product Management in 2010 INDUSTRY
3,5
3
2,5 Area Value
2
1,5
1
0,5
Reduce Cost 2,5
0
Få ned kostnad
Interna processer
Sälj och marknadsföring
Produktutveckling
Product Development 2,6
Sales & Marketing 3,0
Viktigaste område 2010 Improve internal Processes 1,8
Product managers in traditional industries and hardware companies seem to have a more complex
situation than others. The focus area is sales and marketing.
Priorities is more evenly spread.
Product development is not the top priority. It hardly differs from Cost reduction.
Comments
The industrial product manager seems to be involved in more areas than other Product Managers, or
the role is more diverge than in other industries.
Only 25% of the repsondents have development as their number one priority for 2010.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
8. Question 1: Rate areas of importance for Product Management in 2010
Reports to marketing Reports to development
3,5 3,5
3 3
2,5 2,5
2 2
1,5 1,5
1 1
0,5 0,5
0 0
A correlation between importance and organisational structure self adjusting?
When Product Management reports to marketing then Marketing is the most important issue.
When Product Management reports to development then Development is the most important
issue
Comments
Is Product Management heavily influenced by their management or is it organized in their focus area?
Note! Even when Product Management report to development Marketing has grown more than
development over the last three years.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
9. Question 2: How has the product management work changed over the last 3 years? ALL
Mer strategisk
0,8 Area Value
0,6
0,4
Mer 0,2 Mer
More Strategic 52%
utvecklingsorient 0 marknadsoriente
erad rad
More Market oriented 67%
Mer operativ More Operational 23%
More Technical 24%
A clear trend is that product management has become more strategic and market oriented
Comments
As technology development and the market in general are faster; the role of Product
Management is changing. To aim correctly is more important. (Strategy)
The economic reality has also driven product management to become more sales and marketing
oriented.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
10. Question 2: How has the product management work changed over the last 3 years? DEVELOPMENT
Area Value
Mer strategisk
0,5
0,4
0,3
More Strategic 36%
0,2
Mer 0,1 Mer
utvecklingsorienter 0 marknadsorientera More Market oriented 48%
ad d
More Operational 42%
Mer operativ
More technical 33%
Product Management team reporting to development have had a significantly different development
compared with all other product managers. It seems to have grown in all areas.
The indication is that Product Management is moving towards marketing and sales with an operational
viewpoint
At the same time product management reporting to development has only marginally grown according to
this study.
Comments
It is obvoius that Product Management reporting to development has developed differently than others. The
strategic development is limited. It is the only group where operations have grown more than strategic work.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
11. Question 3: How has product management changed in the last three years? ALL
Vuxit
0,7 Area Value
0,6
0,5
0,4
0,3 Grown 61%
0,2
0,1
0 Decreased 14%
Oförändr Minskat Unchanged 25%
It is clear that the importance of Product Management has grown.
More than 60% indicates that Product Management has grown and only 14% has a reduction.
Comments
An overwhelming majority has increased the product management activity over the last years.
Thus giving Product Management a bigger role within the company.
Many respondents indicates that the Product Management department is opened in the last
three years.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
12. Question 3: How has product management changed in the last three years?
Reports to marketing Reports to development
Vuxit Vuxit
0,7 0,5
0,6 0,4
0,5
0,4 0,3
0,3 0,2
0,2
0,1
0,1
0 0
Oförändr Minskat Oförändr Minskat
A huge different is identified as a result of organisational structure
When PM reports to Development 36% have a reduction in PM in the last 3 years. While 45%
have an increase.
When PM reports to Marketing only 3% have a reduction in PM in the last 3 years. While 70%
have an increase.
Comments
Organisational structure clearly affects the development of Product Management.
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
13. Question 3: Whom does PM report to ALL
Area Value
Utveckling Development 13%
Marknad
Företagsledning
Marketing 21%
Management 66%
Most product management departments are
parallell to development and marketing
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
14. Framtid
Results will be discussed on
PRODUKTLEDARDAGEN
(www.produktledardagen.se)
www.productmanagement.se Copyright Tolpagorni Product Management AB 2010
