Business-Driven Product Management

Understanding business objectives is key to successful product management. In this episode Michael discusses business-driven product management with Peter Hanschke. Peter talks about the importance of aligning product strategy with company goals and objectives. To do this effectively product managers need to balance the needs of different teams and communicate effectively. Peter describes the three key business objectives for product managers as follows:

  • Market expansion: Expanding into new markets and growing your presence in existing markets
  • Customer satisfaction: Assuring customers have a positive experience with your products
  • Technology innovation: Taking time to keep up with your existing technology (e.g. new database version) and using new technology (e.g. social networking tools)

Michael and Peter wrap up their discussion with the benefits of focusing on the business objectives.

You can read more about business-driven PM on Peter’s site at


#1 Ateala Management Inc. | Product Management Consulting | Ottawa » Blog Archive » Business-Driven Product Management - The Podcast on 07.07.09 at 8:50 am

[…] me on the topic of Business-Driven Product Management. The podcast is now posted on his site: […]

#2 PuristProductManagement on 07.14.09 at 6:47 am

Great interview, I often wonder how other product managers deal with the product strategy in an organisation which is undergoing significant change. Business focused product management is the key to ensuring products and organisational strategies go move in unison

#3 Dr. Jim Anderson on 08.24.09 at 12:25 pm

Great suggestions on how to use business objectives to drive product actions. However, as we approach 4Q09, I wonder how many product mangers will be able to keep their focus on business objectives and not get distracted by intense end-of-year sales pressures.

– Dr. Jim Anderson
The Accidental PM Blog
“Home Of The Billion Dollar Product Manager”
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