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How do you align your product development and PLM goals?

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Product development and product lifecycle management (PLM) are two interrelated processes that can make or break your business. Product development is the creative and iterative process of designing, building, and testing new or improved products that meet customer needs and market opportunities. PLM is the strategic and systematic process of managing the entire lifecycle of a product, from ideation to end-of-life, across different functions, teams, and stakeholders. Aligning your product development and PLM goals can help you deliver better products faster, reduce costs and risks, and increase customer satisfaction and loyalty. In this article, we will share some tips on how to align your product development and PLM goals, based on best practices and industry standards.

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Aprameya Jamadagni

Product @Credence ID | Product Mentor @Rethink Systems | Top PM Voice | Product | Growth
Shabeena Faran

1 Define your vision and strategy

The first step to align your product development and PLM goals is to define your vision and strategy for your product portfolio. Your vision is the long-term aspiration and direction for your products, while your strategy is the plan and roadmap to achieve your vision. Your vision and strategy should be aligned with your business goals, customer needs, market trends, and competitive advantages. You should also communicate your vision and strategy clearly and consistently to your product development and PLM teams, as well as other stakeholders, to ensure everyone is on the same page and working towards the same outcomes.

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Dana Casbeer BS MET, PdM

Product Manager | Americas Wastewater at Hydro International | Grit Management Innovations with 'Real-World' Successes
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Umfortunately, some companies never really get past this first step of defining their PLM strategy. Miscues and false starts lead to a fractured understanding of the PLM environment itself, and some find it difficult to envision the true overall scope needed to formulate a successful implementation plan. Communication is key, as well as a structured 'user's group', to instill the confidence needed in the program.

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2 Establish your governance and processes

The second step to align your product development and PLM goals is to establish your governance and processes for your product portfolio. Your governance is the set of roles, responsibilities, and rules that define who makes what decisions, how, when, and why. Your processes are the steps, tools, and methods that guide how you execute your product development and PLM activities, such as ideation, validation, development, launch, support, and retirement. Your governance and processes should be aligned with your vision and strategy, as well as your organizational culture and capabilities. You should also review and improve your governance and processes regularly, based on feedback, data, and lessons learned.

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Dana Casbeer BS MET, PdM

Product Manager | Americas Wastewater at Hydro International | Grit Management Innovations with 'Real-World' Successes
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This is especially important when trying to manage many families of products within a company's offerings. A solid matrix of key users with specific access rights and clear operating procedures are critical in setting a solid foundation that provides both operational efficiencies of the platform while allowing for clear updates and refinements on the fly.

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3 Align your metrics and incentives

The third step to align your product development and PLM goals is to align your metrics and incentives for your product portfolio. Your metrics are the indicators and measurements that track and evaluate your product development and PLM performance, such as quality, speed, cost, revenue, customer satisfaction, and retention. Your incentives are the rewards and recognition that motivate and encourage your product development and PLM teams, such as bonuses, promotions, feedback, and appreciation. Your metrics and incentives should be aligned with your vision and strategy, as well as your governance and processes. You should also monitor and adjust your metrics and incentives periodically, based on results, behaviors, and expectations.

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4 Collaborate and communicate

The fourth step to align your product development and PLM goals is to collaborate and communicate effectively across your product portfolio. Collaboration is the act of working together with different functions, teams, and stakeholders to achieve a common goal. Communication is the act of sharing information, ideas, feedback, and updates with different functions, teams, and stakeholders to ensure alignment and understanding. Collaboration and communication are essential for product development and PLM success, as they enable innovation, problem-solving, learning, and trust. You should use various tools and platforms, such as Slack , Jira , or Confluence , to facilitate collaboration and communication across your product portfolio.

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Dana Casbeer BS MET, PdM

Product Manager | Americas Wastewater at Hydro International | Grit Management Innovations with 'Real-World' Successes
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Tools such as Trello, Monday.com, and Jira make collaboration between groups so much easier and measureable. Many companies to this day don't utilize these basic, simple tools, and oftentimes find themselves lacking any meaningful collaboration within their organization, while still trying to promote a dream that they are operating in a lean and effucient manner. Most effective Product Managers can leverage these tools to clearly map out the needed project tasks and get buy-in from all the team players as the workload is distributed in a logical and visual manner.

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5 Learn and adapt

The fifth step to align your product development and PLM goals is to learn and adapt continuously across your product portfolio. Learning is the act of acquiring and applying new knowledge, skills, and insights from various sources, such as customers, markets, competitors, and data. Adapting is the act of changing and improving your products, processes, and practices based on your learning. Learning and adapting are crucial for product development and PLM success, as they enable agility, resilience, and growth. You should use various methods and frameworks, such as Lean , Agile , or Design Thinking , to foster a culture of learning and adapting across your product portfolio.

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6 Celebrate and appreciate

The sixth and final step to align your product development and PLM goals is to celebrate and appreciate your achievements and efforts across your product portfolio. Celebrating is the act of acknowledging and rewarding your product development and PLM outcomes, such as launching a new product, reaching a milestone, or exceeding a target. Appreciating is the act of expressing gratitude and recognition for your product development and PLM inputs, such as hard work, creativity, or collaboration. Celebrating and appreciating are important for product development and PLM success, as they boost morale, engagement, and loyalty. You should use various ways and occasions, such as events, awards, or testimonials, to celebrate and appreciate your product portfolio.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Aprameya Jamadagni

Product @Credence ID | Product Mentor @Rethink Systems | Top PM Voice | Product | Growth
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Successful alignment of development with the PLM is key to bringing a successful product to market and beyond. Here’s how I would do it based on my learnings - 1. Find a common ground in cost reduction, product quality & time-to-market. 2. Align roadmaps and strategies. 3. Have open communication and collaboration culture. 4. Define KPIs that track the progress towards both PLM and development.

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Shabeena Faran
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In my experience, frameworks like SAFe or DAD or Nexus etc sustain alignment, transparency and visibility from top to bottom within a company and helps cascade goals from strategic level to tactical execution by keeping all the teams in the loop. Hence, by selecting and using a right framework as per your organization need would help align your PLM strategy with product development and deliveries.

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How do you align your product development and PLM goals?

1

2

3

4

5

6

7

1 Define your vision and strategy

2 Establish your governance and processes

3 Align your metrics and incentives

4 Collaborate and communicate

5 Learn and adapt

6 Celebrate and appreciate

7 Here’s what else to consider

Product Development

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How do you align your product development and PLM goals?

1

2

3

4

5

6

7

1 Define your vision and strategy

2 Establish your governance and processes

3 Align your metrics and incentives

4 Collaborate and communicate

5 Learn and adapt

6 Celebrate and appreciate

7 Here’s what else to consider

Product Development

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