Gartner Research

Avoid 4 Common Pitfalls of Digital Product Management

Published: 24 May 2019

ID: G00384710

Analyst(s): Joanne Kopcho , Matthew Hotle


In the haste to transform to digital products, many organizations hurry to create new roles and planning concepts without involving existing PPM leaders. Pitfalls are emerging when PPM leaders are left out of the digital product picture. Use this research to quickly and successfully re-engage.

Table Of Contents
  • Key Challenges



  • Avoid Product Ambiguity by Developing Clear and Accepted Definitions
  • Avoid Product Manager Role Confusion
  • Reduce Impacts to Planning and Prioritization of Products by Building Portfolio Management Capabilities
  • Avoid Cross-Product Delivery Conflicts by Establishing Program Management Capabilities

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