Resources

Webinar insights: 4 pillars of product management

image of product managers during road map meeting

From concept to launch (and beyond), successful product management connects all parts of the digital equation—technology, design, editorial, sales, marketing, the customer—into a formula for success. Two of Brightspot's product team shared their product management insights and expertise during a recent webinar on the topic.

Product managers sit at the heart of every project that a product touches. Their input will help you to get the best out of a product and flex its capabilities to best support your organization and its customers.

As part of our On Demand series of webinars, we decided to lift the lid on this topic and delve a bit deeper in a session entitled, “From Concept to Launch: How Product Management Drives Success in Digital Strategy.”

Product managers have diverse and highly transferable skills.

Daniel Noriega, Principal Product Manager at Brightspot, and one of the presenters on the webinar, says there is an extraordinary breadth to the role.

“A product manager is a strategist, a designer, an ambassador, a negotiator, a planner, a good communicator and an analyst. He or she will take the product from ideation to termination and all the phases in between," he remarks. "They are the person who truly understands and advocates for the end user."

We drill down into the role of a product manager in this accompanying article. But for now, let’s look at how a good product management team will help you stay on track when taking a product from concept to launch.

Glassdoor just ranked the role of a product manager as the 4th best job in 2020. That’s based on open positions and shows that it’s hot. But why is it hot? In the last 5 years it has generated a lot of traction, primarily driven by digital transformation and how central the role is to helping organizations become more.
image of Daniel Noriega, Principal Product Manager, Brightspot
Daniel Noriega, Principal Product Manager, Brightspot

Discovery

The better you understand and define a problem, the more effective and targeted you can make the solution. This is the beginning of the product lifecycle—the discovery phase. It is the start of the journey, so it is important to get off on the right foot.

There are various primary and secondary methods that product managers employ to understand the issues at stake, the users in question, the marketplace and the competition. This is where the pure learning happens and it might include interviews, focus groups, surveys, and desktop research.

“It is so important to ensure you are building a solution that makes an impact and which generates value,” says Brightspot's Noriega.

On the back of this learning, it is then up to the organization to examine the business case for the potential solution and to decide if it is financially feasible. Often, the product manager will have limited input into this decision, but once the go-ahead is given the next phases can begin.

By  Brightspot Staff
February 24, 2021
To collaborate and deliver on complex product road maps, these tools will help both product managers and project managers tackle digital priorities in 2021.
5 Min Read

Segments, personas and customer journeys

Who has a problem? Where does it occur on their customer journey? How will the solution overcome the issue? Does the remedy align with the organization's strategic goals?

Answering these questions will let the product manager keep an organization's approach in tune with its own strategic aims and its customers’ needs. To do this, they will need to get a closer view of the customer by working through performance and segmentation analysis and then looking at various personas.

Noriega says personas have become a lot more sophisticated than they used to be. He explains: “Customer personas have to be experience focused and not just based on simple demographics, which is the way we used to do it. They will require a journey map for the product managers to really understand the different touchpoints and challenges and therefore opportunities.”

Product roadmaps

As the digital product lifecycle moves from discovery to delivery, a product manager will create a roadmap to pull all the learnings together.

The roadmap will outline the organization's strategic goals and a prioritized list of customer needs. It will set them alongside a developing product vision, which shows how the needs of each party will be met.

Noriega says: “How product managers create the initial roadmap, which is going to be the main input into execution, is really important. It drives the direction of everything you do from a tactical perspective.”

Brightspot Content Business Platform team members in a meeting

Execution

Armed with the initial roadmap, a product manager will now turn their attention to execution. This is not a one-step process and comprises a number of important stages.

Having set out what the product should do, it is now time to define how it will do it. Detailing this front-end functionality will also mean determining the exact technical requirements and necessary third-party integrations.

At this stage the roadmap will really come to life and the build out will start. The process is still fluid and the product manager will help match user stories and requirements to the most appropriate look, feel and functionality of the various options available.

Product management at a glance

Graphic of a digital leader professional
Product managers have varied skillsets and will successfully take a product from ideation to termination and all the phases in between.
By expertly analyzing and defining a problem, product managers will help create a targeted solution.
Product managers have an overarching knowledge of the product that gels the input from different stakeholders who may have limited views.
Going live is not the end of the journey. Product managers will help maximize ongoing performance and generate the best return on the investment.

Sherrie Bakshi, also a Principal Product Manager at Brightspot and presenter during the webinar, notes: “The user story and requirements stage is when different teams come together and this is a transitional period. As a product manager you have the knowledge of everything from day one and understand what the overall goals are and the journey so far.”

Communication is key at this stage, and a product manager will be frank and transparent with stakeholders about what will and will not work as decisions get finalised.

Even when UAT and validation are complete, there will be last minute tweaks needed and unexpected bugs to fix. A product manager will get these snags sorted and take the product through to launch.

But that’s not the end of the journey—in many ways, it is just the start.

"Once the product is live, the journey does not end," Bakshi says. "Where are the opportunities to improve functionality and usability? Will the audience stay the same and how do you have to adapt to keep them on board? As so it all begins again!”

Throughout the digital lifecycle of a product, Brightspot’s product managers work on a consultative basis with clients, ensuring there is expert support at every stage of the process. Their detailed product knowledge will help you and your customers get the solutions you both need. For more details, watch the webinar.

In this on-demand webinar, two of Brightspot’s expert product managers walk through the journey of concept to website launch and explore the key elements that make up a successful implementation.
Demo request submitted!
We will be reaching out shortly to schedule some time and get a few more details to customize your demo.

Share

Related resources

By  Brightspot Staff
February 20, 2019
Readymade is an out-of-the-box solution that blends an enterprise-quality platform with simple publishing. It also reduces reliance on IT—find out how.
4 Min Read
By  Brightspot Staff
May 31, 2019
Adjust your site's front-end quickly, easily and without intervention from your IT department. See how Brightspot Ready Made solution solves your content challenges with pre-built templates.
1 Min Read
December 01, 2020
JAMstack has emerged in recent years as a popular standard for web development. But what is JAMstack, and what's driving its adoption among web developers? We take a look at the pros and cons of JAMstack, and how Brightspot integrates with this approach.
4 Min Read

All Brightspot Features

The Brightspot Content Business Platform is built by publishers and developers, and is designed to grow with your business.
A robust set of tools to manage sites, content, users and permissions, workflows, languages, and analytics.
Keyword-driven and comprehensive, filterable search and taxonomy features make folders a thing of the past.
Intuitive and designed for the work, including rich-text editing and collaboration features that make teamwork work.
Start publishing content rapidly thanks to built-in, extensible content types including text assets, media, pages and much more.
Drive deeper engagement and personalized experiences by leveraging authentication, profiling, segmentation and affinity features.
Built to be a bridge to your systems and all your data, start with one of the 70 plug-and-play integrations, or build any custom integration you need.
Meet users where they are thanks to syndication and distribution tools like RSS, sitemaps, SEO tools, social publishing and translation support.
Front-end agnostic means content businesses can publish how they want - headless with GraphQL or decoupled - all from the same environment.
Get the publishing speed you need with Brightspot. Book your personalized walk-through today!
Request a Brightspot demo graphic