What is Product Management? 2023

Here's your definitive guide to product management in 2023, including the latest trends, best practices, and essential skills. Learn how to develop and launch successful products that meet the needs of your customers and drive business growth.


Chrissy DiBrigida


Sep 27, 2023

Product management is the process of strategically directing every stage of a product's lifecycle. Product managers build products that fulfill both user needs and business objectives. Product managers are responsible for a wide range of tasks, including:

  • Defining the product vision and roadmap

  • Conducting user research

  • Gathering and prioritizing requirements

  • Working with engineers and designers to develop the product

  • Testing and launching the product

  • Monitoring and analyzing product performance

  • Gathering and responding to user feedback

There are many different types of product management roles, each with its own focus and specialization. Technical product managers take care of the technical aspects of product development, such as working with engineers to design and implement features. Product marketing managers are responsible for developing and executing marketing campaigns to promote and launch the product. While operations product managers are responsible for the day-to-day operations of the product, such as managing the product team, budgeting, and reporting.

7 basic product management processes

Now that you know the different types of product managers, let's break down the product management process into seven basic steps:

  1. Finding the problem you want to solve: The first step is to identify a problem that your product can solve for users. This can be done through user research, market analysis, or by simply talking to potential users.

  2. Questioning the problem: Once you have identified a problem, it is important to question it to make sure that it is a real problem that users are facing and that your product is the best solution to the problem.

  3. Testing possible solutions: Once you have a good understanding of the problem, you can start to brainstorm possible solutions. Once you have a few potential solutions, you can start to test them with users to see which one works best.

  4. Defining a solution: Once you have tested your potential solutions and chosen the best one, you need to define the solution in detail. This includes creating a product spec that outlines the features and functionality of the product.

  5. Get cross-functional buy-in: Before you start developing the product, you need to get buy-in from all of the stakeholders who will be involved in the process, such as engineering, design, and marketing.

  6. Build a Minimum Practical Product (MVP): An MVP is a basic version of your product that you can release to users early to get feedback and learn what works and what doesn't.

  7. Guide execution: Once you have an MVP, you need to guide the team through the execution of the product vision. This includes working with engineers to develop the product, with designers to create the user experience, and with marketing to launch the product.

Challenges of product management

Product management is a challenging but rewarding career. Some of the biggest challenges that product managers face include:

  • Prioritizing competing demands: Product managers are constantly bombarded with competing demands from different stakeholders, such as users, engineers, and sales. It is important to be able to prioritize these demands and focus on the most important things.

  • Aligning stakeholders: Product managers need to be able to align all of the stakeholders involved in the product development process. This can be challenging, especially when different stakeholders have different goals and priorities.

  • Measuring success: It can be difficult to measure the success of a product. Product managers need to be able to identify and track the metrics that are most important to the success of their product.

  • Staying ahead of the curve: The technology landscape is constantly changing. Product managers need to be able to stay ahead of the curve and identify new trends and opportunities.

Future of product management

The future of product management is very bright due to the high demand for product managers. The field is expected to continue to grow in the coming years, and there are many opportunities for those with a passion for product development. Some of the trends that are shaping the future of product management include the rise of AI and machine learning. As AI and machine learning are transforming the way that products are developed and delivered, product managers need to be able to understand and leverage these technologies to create better products for their users. Additionally product managers need to understand the importance of data-driven decision making and how to use data to inform product strategy. Finally, product managers must be able to collaborate with cross-functional teams to effectively develop and launch successful products.


Product management is a critical role in any company that develops or sells products. Product managers are responsible for the entire product lifecycle, from identifying the problem to be solved to launching and supporting the product. It is a challenging but rewarding career, and product managers play a vital role in the success of their companies. If you are looking for a tool to help in a product management role checkout Driveway’s interactive walkthroughs and demos.

Sign up today

Help your users navigate to success with sharable step-by-step guides, demos, and walkthroughs.

Sign up today

Help your users navigate to success with sharable step-by-step guides, demos, and walkthroughs.