Beyond Product Management: The Rise of Solution Management

Product management is a complex and evolving field, and in recent years, we have seen a variety of new roles emerge, such as value stream managers, portfolio managers, and PaaS business experts. One of the most challenging and important tasks in product management is scoping the product, particularly in a B2B environment where solutions often comprise multiple products and are delivered in a project. This has led some experts to propose a new role called Solution Manager, which allows for the management and expansion of solutions.

In this episode of The Productbeats Show, Greg Prickril introduces the concept of solution management, which he believes goes beyond product management. He explains the idea of an offering taxonomy, which is a framework for categorizing different types of offerings. According to Prickril, the four main types of offerings are customer assets, consulting, products, and solutions. While some companies combine multiple offerings into a solution, each offering has its own life cycle and requires different skills to manage.

Prickril emphasizes the importance of understanding the differences between these types of offerings and the challenges that companies face in managing them. He believes that solution management is a separate discipline that requires a unique set of skills and knowledge. Here are some key reflections from the episode:

Customer Assets: These are goods that are developed for a specific customer. They are often bespoke offerings, also known as project assets. Customer assets are unique to a particular customer and are not generally offered to other customers.
Products: These are goods that are delivered to multiple customers in essentially the same form and are managed throughout their lifetime. Products can be of different types, including hardware, software, and data/information.
Services: These are human work offerings that are provided to a customer. Services are different from products in that they are not physical goods.
Solutions: These are a set of products, services, and other solutions that are assembled to solve a defined set of problems. Solutions are often required to solve complex customer problems that cannot be solved by a single product or service alone.

Managing solutions is a complex and challenging task. Prickril notes that solutions often require the integration of multiple products and the coordination of multiple teams. Solution management also requires a deep understanding of the customer's business and the ability to align offerings with customer needs.

Prickril believes that solution management is a distinct discipline that requires a unique set of skills and knowledge. While product management focuses on the life cycle of a single product, solution management requires an understanding of the life cycle of multiple offerings and how they interact with each other.

Prickril argues that solution management should be a separate role within a company. The Solution Manager would be responsible for managing the life cycle of solutions, coordinating teams across different offerings, and ensuring that solutions are aligned with customer needs.

Prickril also notes that solution management requires a combination of technical and business skills. Solution Managers need to have a deep understanding of the technology behind the offerings and the ability to translate technical jargon into business language. They also need to be skilled at project management and have excellent communication skills.

Solution management is a distinct discipline that goes beyond traditional product management and requires a unique set of skills and knowledge.
Understanding the differences between customer assets, consulting, products, and solutions is essential for effectively managing each type of offering and their respective life cycles.
Developing a taxonomy for offerings can help companies categorize and manage their products and services more efficiently, leading to better customer experiences and more successful outcomes.

In today's complex and evolving business environment, managing solutions requires a unique set of skills and knowledge. While product management focuses on the life cycle of a single product, solution management requires an understanding of the life cycle of multiple offerings and how they interact with each other. The rise of solution management as a distinct discipline reflects the increasing importance of solutions in the B2B space. As Prickril notes, understanding the challenges of solution management is essential for companies that want to succeed in this competitive landscape.

Interested in advancing your career in product management and developing the unique skill set required to succeed in this field, The Productbeats Product Management Certification Program could be a great fit for you. This comprehensive program is designed to help product managers improve their knowledge, skills, and practical experience. With a focus on real-world scenarios and best practices, this program can equip you with the tools you need to succeed in product management and stand out in a crowded job market. So why not take the next step in your career and enroll in The Productbeats Product Management Certification Program today?

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Episode 16: Solution Management w/Greg Prickril