The global skills and competency framework for the digital world

Product management PROD

Managing and developing products or services throughout their full lifecycle, from inception through growth, maturity, and decline, to retirement.

Revision notes

Updates for SFIA 9

  • Theme(s) influencing the updates for this skill: Support for specialised domains in the field of marketing, Making SFIA easier to consume (enhance readability/guidance/descriptions), Making SFIA easier to consume (new levels).
  • New level 2 added to support entry-level roles.
  • Content and/or readability changes have been made to levels 3 and 5.
  • You can move to SFIA 9 when you are ready - SFIA 8 skill descriptions will still be available to use.
  • Previous SFIA assessments or skills mapping may be impacted by this change.

Guidance notes

Activities may include, but are not limited to:

  • using market and/or user research insights to inform product strategies
  • defining product vision, strategy and roadmaps aligned with organisational goals
  • developing and implementing pricing/charging strategies and tactics based on competitive analysis, cost analysis and customer insights
  • collaborating with cross-functional teams to develop, launch and manage products over their lifecycle
  • managing product lifecycle and continuously improving products based on data and feedback
  • monitoring product performance, market trends and competitor activities
  • applying product management principles to both internal and customer-facing products.

For customer-facing products (including government digital services and commercial products), focusing on measures such as customer needs, service quality, public sector objectives, revenue, profitability and cost recovery

For internal products, focusing on user needs, operational efficiency and business value

A product lifecycle typically moves from inception, growth, maturity, decline to retirement. The product development lifecycle model used will be based on the context of the work and may be selected from predictive (plan-driven) or adaptive (iterative/agile) approaches.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

2 3 4 5 6

Product management: Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Assists with product management tasks under routine supervision.

Helps create and curate content to support product usage.

Assists in monitoring results and feedback from product activities.

Supports problem resolution by collecting and reporting on feedback and usage data.

Product management: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Creates and curates various content to support the adoption and usage of products or services.

Monitors results and feedback from product campaigns.

Applies standard techniques and tools to carry out analysis and performance monitoring activities for specified products.

Supports problem resolution, resolves issues and acts on feedback for products in use.

Product management: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Manages one or more lower-value products or services.

Prioritises product requirements and develops product roadmaps. Owns the product backlog. Manages elements of the product lifecycle to meet customer/user needs and achieve financial or other targets.

Uses insights from market and/or user research, feedback, expert opinion and usage data to understand needs and opportunities.

Facilitates uptake of products by developing content, supporting and evaluating campaigns and monitoring product performance. Rolls out product trials and product launches.

Product management: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Manages the full product lifecycle to meet customer/user needs and achieve targets.

Selects and adapts appropriate product development methods, tools and techniques.

Uses insights from market and/or user research, feedback and usage data to understand needs and opportunities. Develops product propositions and determines positioning and variants for different segments. Prioritises requirements and develops product roadmaps.

Coordinates customer testing, product launches and supports communications and training. Adapts products based on changing customer/user needs and creates retirement and transition plans.

Product management: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Oversees the organisation’s product and services portfolio and the delivery of customer value and/or user satisfaction.

Creates the product lifecycle management framework for internal and external customers and users. Champions the value of product management principles and appropriate product development models.

Aligns the product management objectives with business objectives and authorises the selection and planning of all product management activities.

Initiates the creation of new products and services. Identifies how developing new products or adapting existing products can create new opportunities.

Keywords
New level Structural change