Selection Criteria for Product Management Tools

Tools For What We Do

As a product manager, I’d like to find some tools that help me do my job. I deal with:

  • Customers – finding their problems and listening to their product feedback
  • Markets – my segments, their problems, and how to reach them with my solution (and if they are big enough for me to make money)
  • Positioning and value propositions – what my product does for my segment, and why it’s a better solution than the competition
  • Strategy – how the goals of my company drive the solutions I deliver, and how my solution aligns with those goals
  • Revenue and profit – how my solution will generate top and bottom line dollars
  • Roadmapping – how my solution will be shaped over time
  • Competitors – who my competitors are, their strengths and weaknesses, and what I need to do to take advantage, or overcome gaps
  • Prioritization – out of all the features and solutions I could deliver, which ones should I deliver?
  • Go to market – how my potential customers hear about my solution, its value to them, and why they should buy my solution instead of our competitor, or instead of doing nothing

And oh, yeah:

  • Building a solution – addressing the customer’s problem effectively with technology, with enough differentiation that it’s possible to sell successfully

Tools for building the solution and managing that process are a dime a dozen.

But tools that help me with all those other things? Practically nonexistent. Mostly I have to use Word, or Confluence, or spreadsheets, or just my big brain, to manage all that.

My Selection Criteria

If a tool really cared about product managers, it would understand:

  • We have customers
  • Revenue is interesting
  • We do a lot of market research
  • There is competition
  • We have to take our solutions to market

And it would help us prioritize our solution based on those.

What You Can Do

  1. Irrespective of your tools, you need to keep all those things I listed in mind as a product manager.
  2. If your tooling doesn’t understand our domain specifically, you will need to augment whatever you are using to capture and manage that information. You can use templates, best practices, or just the power of your mind.
  3. If you’re evaluating or testing product management tools, make sure to ask the vendor about the topics I list above. How does the tool support your customer interactions? Your prioritization? Your value proposition?

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