Product management PROD

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

Levels of responsibility for this skill

Updates for SFIA 9

There is an updated version of this skill 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.
Some content is now covered by other skills in SFIA 9
- Market research
- Marketing campaign management
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

Product management can be applied to either internal or external products.

Externally — the focus will usually be on measures such as, but not limited, to customer needs, revenue and profit.

Internally — the focus will usually be on measures such as, but not limited to, user needs and business value.

A product life cycle typically moves from inception, growth, maturity, decline to retirement. The product development life cycle 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.

Click to learn why SFIA skills are not defined at all 7 levels.

Show/hide extra descriptions and levels.

Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

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.

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 a range of media to support the promotion, marketing and sales of products or service.

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 and usage of in-life products.

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.

Acts as product owner for one or more lower-value products or services.

Prioritises product requirements, develops product roadmaps and owns the product backlog. Manages elements of the product life cycle to meet customer/user needs and achieve financial or other targets.

Analyses 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.

Acts as product owner/champion for one or more products or services.

Manages the full product life cycle to ensure that customer/user needs are met and that financial and other targets are achieved. Selects, adopts and adapts appropriate product development methods, tools, and techniques.

Analyses market and/or user research, feedback, expert opinion and usage data to understand needs and opportunities. Develops product propositions and determines product positioning and variants for different customer and user segments. Prioritises product and service requirements, develops product roadmaps and owns the product backlog.

Coordinates customer testing and product launches and supports communications and training. Anticipates changes in customer/user needs. Adapts products, and creates product retirement and transitioning 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 over time.

Creates the product life cycle management framework for internal and external customers and users. Champions the importance and 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 new opportunities.

Level 7

Level 7 - Set strategy, inspire, mobilise: Essence of the level: Operates at the highest organisational level, determines overall organisational vision and strategy, and assumes accountability for overall success.