Product management PROD
The active management of products or services throughout their lifecycle (inception through to retirement) in order to address market opportunities and customer/user needs and generate the greatest possible value for the business. The adoption and adaptation of product development models based on the context of the work and selecting appropriately from predictive (plan-driven) approaches or adaptive (iterative/agile) approaches.
Moving to SFIA 8
There is an updated version of this skill for SFIA 8.
- The skill descriptions have been edited for readability and guidance notes have been added
- Details available here - SFIA 8 Product management
- SFIA 7 skill descriptions will remain available for you to use
- Previous SFIA assessments are not impacted by this change.
Levels of responsibility for this skill
| 3 | 4 | 5 | 6 |
Product management: Levels 1-2
This skill is not typically observed or practiced at these levels of responsibility and accountability.
Product management: Level 3
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. Creates product collateral and monitors results and feedback from product campaigns.
Product management: Level 4
Manages aspects of the product lifecycle enabling the product to meet the needs of customers/users and achieve financial or other targets. Acts as product owner for one or more lower-value products or services; prioritises product requirements and owns a product backlog. Analyses market and/or user research, feedback, expert opinion and usage data to understand needs and opportunities. Facilitates uptake of products by planning development of product collateral, supporting and evaluating campaigns, and monitoring product performance. Rolls out product trials and product launches.
Product management: Level 5
Manages the full product lifecycle to ensure that, over time, the needs of customers/users continue to be met and that financial and other benefits are achieved. Acts as owner/champion for one or more products or services. Selects, adopts and adapts appropriate product development methods, tools, and techniques selecting appropriately from predictive (plan-driven) approaches or adaptive (iterative/agile) approaches. 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 requirements and owns the product backlog. Coordinates trials 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
Creates the product lifecycle management framework for internal and external customers and users. Champions the importance and value of product management principles and appropriate product development models whether predictive (plan-driven) approaches or more adaptive (iterative/agile) approaches. Aligns the product management objectives with business objectives, and authorises the selection and planning of all product management activities. Initiates creation of new products. Oversees the organisation’s suite of products and accountable for delivery of customer value and/or user satisfaction over time. Identifies how new products may create new opportunities and how to adapt existing products to create new opportunities.
Product management: Level 7
This skill is not typically observed or practiced at this level of responsibility and accountability.