Published: 06 March 2023
Product portfolios evolve over time through both organic development and acquisitions, resulting in unintended feature overlaps and product outliers that confuse buyers and impact revenue. To respond, product managers must align and reconcile their portfolios by following three critical steps.
Changes in business strategy, shifting market trends and acquisitions can lead to disjointed portfolios containing outdated, underperforming and overlapping products.
Misaligned portfolios and overlapping products or features create confusion among key stakeholders and buyers that results in lost revenue.
Maintaining the status quo in portfolios with underperforming products and duplicate features decreases margins and robs growth products and new product concepts of critical investment.
Product managers charged with the evolution and management of product portfolios must:
Institutionalize a regular, comprehensive portfolio analysis to identify gaps and assess financial performance, growth potential and overlap with other products.
Create product roadmaps with timelines to
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