Are you working on the right things? The discipline of portfolio management isn’t new, but applying it in product organisations is much more recent. Product managers should ask themselves – what is the competition doing that I’m not? Are we prioritising our product portfolio so that our hottest products get to market more quickly?

Successful product portfolio prioritisation
• What is product portfolio prioritisation and why is it important?
• Where do most people go wrong? How to avoid common pitfalls.
• What do best practice organizations do?
• How to tackle new and existing product portfolios

Developing portfolio strategies
• Product life cycle, succession and portfolio issues
• Analysing portfolios – practical tools and techniques to align portfolios with corporate strategy, resources and attitude to risk and provide differentiation
– Understanding target markets, competition and market segments and their impact on the optimal product portfolio
– Identifying performance and value gaps and overlaps
– Understanding the window of opportunity
– Product sustainability and green issues
• Alternative strategies for dealing with gaps and overlaps
– Deletion, development, repositioning
– Building value into your portfolio for your business and for customers
– Developing value propositions for new or existing products
– Defining the business model – where and how do you make money?

Securing and aligning the resources
• Types of resource required and alternative resourcing strategies
• Timing options in developing or deleting products
• Using analysis to build buy-in and alignment
• Developing and presenting a business argument for your strategy
• Managing stakeholders

Driving and measuring revenue/business
• Gaining external and internal support for the product portfolio
• Developing and using appropriate key performance indicators and financial measures
• IT tools to support and manage successful product portfolio prioritization
• Ongoing product portfolio reviews

Next steps – completing a post-course action plan

• Learning the key factors in successful product portfolio prioritisation
• Driving revenue into your organisation and measuring it through a variety of financial metrics
• Aligning with the corporate and product strategy, ensuring that the priorities move you in the right direction for your particular company, product or product line
• Securing the resources to deliver the product, and evaluating and measuring the tolerance to any risk involved
• Learning the impact of any activity on your brand, whether the proposed strategy allows for successful leapfrogging of the competition
• Investigating your products sustainability. Is your product “green” enough? What will the impact be on the environment?

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