logo
logo
Sign in

Kurt Wehrle speaks on Product Lifecycle and Portfolio Management

avatar
Kurt Wehrle
Kurt Wehrle speaks on Product Lifecycle and Portfolio Management

Kurt Wehrle says, Whether you call Product Portfolio Management Product lifecycle, stage gate, or Explore, Exploit, Sustain, Deletion, it is all about categorizing all of your products into groups, so that you can compare like products to like products, and make sure that they are getting an appropriate level of resource investment. To make this happen, the Product Portfolio Manager makes sure that a company is allocating resources optimally across the product development and management lifecycles, as well as keeping an ear out for areas where products need to improve.

   

A product portfolio manager, by contrast, would focus on which other products a company may wish to create to address a given products users needs. The product manager may be focused solely on trying to keep the specific product viable in the marketplace. In general, a product manager is focused on a development programs portfolio, whereas a product marketing manager is focused on products that are already on the market.


According to Kurt Wehrle Portfolio managers continually evaluate all products with respect to how they are performing relative to one another, how this relative performance suggests the company should strategically prioritize those products, and which gaps within the portfolio need to be filled as they present the most viable opportunities to gain new markets, improve revenues, and meet other business objectives. Research by the Manufacturers Alliance shows that 61% of product managers rank product lifecycle and portfolio management as very or very important for their role. With a robust product portfolio management strategy, companies are more effective in assessing what products are in which stages of the lifecycle, which allows marketing strategies to adapt accordingly.

collect
0
avatar
Kurt Wehrle
guide
Zupyak is the world’s largest content marketing community, with over 400 000 members and 3 million articles. Explore and get your content discovered.
Read more