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Digital Product Management: Map your business outcomes

By Alf Abuhajleh posted Jan 16, 2020 08:26 PM


In the last blog entry, we looked at the first step to successful Digital Product Management (DPM), organizing your investments and products in a way that makes sense for your business. Once you have that foundation in place you need to begin building an integrated picture – to show how each of those products is delivering significant returns, and the entire company is marching together towards achieving its long-term vision.

This is the process of defining the strategic roadmap for your organization and for each of the products within it. With management based around digital products, this roadmapping exercise becomes more important than ever. Each product needs to demonstrate its own product strategy, its contribution to the business strategy and its ongoing customer impact.

Product managers must demonstrate a clear path that delivers on their own strategy, and that supports their customers. But they must also show a clear path of contribution to the stakeholders’ strategy – a way to justify the investments being made.

This is a highly fluid environment. The relationship between business and product strategy is constantly evolving, customer needs are shifting, and the relative importance of digital products changes as a result of a myriad of factors. In this environment you need to be able to map, and remap your strategy easily, quickly and collaboratively.

That’s where Clarity excels and so many other solutions fail. We allow you to update product strategies with drag-and-drop speed, using only the data you need. Just as you would with sticky notes. But unlike sticky notes, we connect plans with teams, tasks and budgets, giving you a 360-degree view of all the investments in play.

Now finance can develop a high-level capital plan. Senior executives are able to validate alignment with business strategy. And, unit managers can easily adjust when the inevitable disconnects are identified. Best thing is all of that happens in just minutes, at a low cost and with continuous focus on what matters – an executable plan that delivers your business strategy while building successful products fueled by satisfied customers.

But roadmaps shouldn’t only be planning tools. With Clarity, a digital product manager can align the roadmap with actual performance – seeing actual spend, benefits and ROI in real time and defining alternative paths through the roadmap when situations require it.