Gartner Research

Digital Product Management — A New Discipline and Practice for Business Agility

Published: 23 May 2019

ID: G00389300

Analyst(s): Lars Van Dam , Varun Nagaraj


While engineering initiatives such as Scrum and CI/CD have increased engineering agility, a parallel ability for product managers to make business pivots is lagging. An inescapable new discipline and practice is emerging to increase agility for product organizations: digital product management.

Table Of Contents
  • Key Challenges



  • Adopt New Product Management Approaches to Capture Opportunities for New Value Creation and Consumption
  • Align an Expansive Set of Cross-Functional Leaders
    • Digital Transformation Affects Other Roles — And in Many Cases, Incentives and Compensation Schemes
  • Apply Design Thinking to Your Customers’ Buy/Own/Advocate Cycle
    • Identify Business Moments Across the Buy/Own/Advocate Cycle
    • Empathy Maps Capture the Shortcomings of “As Is” Experiences During a Business Moment
    • Ideation Reveals Opportunities for Digital Touchpoints That Improve CX
    • Identify Business Moments That Create Differentiated Buy/Own/Advocate Experiences
  • Apply Strategy Models That Inform Differentiating End-to-End Customer Experiences


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