Best Practice Productmanagement

From Product Manager to Product Lifecycle Manager

As the customer’s need and wishes move more and more into the centre of business thinking, many companies have reconsidered and redesigned their organisational structures.

Product Management has also found a successful new area of activity.

The goal is the development or optimisation of key competence fields for the Product Manager profession, and the transfer of these skills into product management practice.

For professional Product Lifecycle Managers, it is important to be at home in the five key competence fields that follow:


Product skills

  • specialist for the specified product lines
  • internal and external specialist contact person

Marketing and sales skills

  • continuous product lifecycle management
  • production of a product handbook
  • development of a value strategy
  • development of a product and business area portfolio

Method skills

  • structured application of creativity techniques
  • negotiation skills in product management
  • managing efficient meetings

Personal and social skills

  • teamwork – the internal network
  • confidently leading presentations and negotiations
  • conflict management

Leadership skills

  • optimising your personal leadership performance

Additional information