The global skills and competency framework for the digital world

Product management PROD

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

SFIA 9 is in development

  • SFIA 9 beta due in early July 2024
  • SFIA 9 planned for publication October 2024

This is a prototype for SFIA 9. It is subject to change before publication.

Guidance notes

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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.

Levels

Defined at these levels: 3 4 5 6

Product management: Levels 1-2

This skill is not typically observed when working at these levels of responsibility.

Product management: Level 3

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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

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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

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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

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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.

Product management: Level 7

This skill is not typically observed when working at this level of responsibility.