Increasingly we see companies creating a
VP of Product Management, a department at
the same level in the company as the other
major departments. This VP focuses the product
management group on the business of the
product. The product management group
interviews existing and potential customers,
articulates and quantifies market problems in the
business case and market requirements, defines
standard procedures for product delivery and
launch, supports the creation of collateral and sales
tools by Marketing Communications, and trains the
sales teams on the market and product. Product
Management looks at the needs of the entire
business and the entire market.