What is Product Portfolio Management?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Product Portfolio Management is a strategic approach to managing a company's collection of products or services. It involves making decisions about which products to develop, maintain, or retire based on their alignment with the company's overall goals and market demand. This practice helps organizations optimize their product investments and ensure they are delivering value to their customers.


For instance, a software company may have a product portfolio that includes multiple software applications targeting different industries or customer segments. The portfolio may consist of a project management tool, a customer relationship management (CRM) system, and a human resources management software. Each product in the portfolio serves a specific purpose and caters to a distinct group of customers.


Product Portfolio Management is crucial for several reasons. Firstly, it enables companies to allocate their resources effectively. By analyzing the performance and potential of each product in the portfolio, organizations can prioritize their investments and focus on products that have the highest growth potential, profitability, or strategic value.

Secondly, Product Portfolio Management helps in maintaining a balanced product mix. It allows organizations to diversify their offerings and reduce dependence on a single product. This diversification strategy minimizes the risk associated with relying heavily on a single product's success or failure.

Furthermore, Product Portfolio Management facilitates decision-making. It provides a structured framework for evaluating the performance of products and assessing their fit within the market. This helps companies make informed decisions about whether to invest in new product development, enhance existing products, or retire products that no longer align with their business goals.

How to Use Product Portfolio Management

Here are the key steps to effectively use Product Portfolio Management:

  1. Inventory and Categorization: Start by creating an inventory of all the products or services in your portfolio. Categorize them based on factors like revenue, growth potential, market demand, and strategic importance.

  2. Evaluate Performance: Assess the performance of each product in the portfolio. Consider factors such as revenue generated, market share, customer satisfaction, and competitive landscape. Identify the star products, cash cows, question marks, and dogs based on the famous Boston Consulting Group (BCG) matrix.

  3. Strategic Alignment: Align the product portfolio with the company's overall strategic goals. Determine which products are aligned with the company's long-term vision and which may no longer fit the strategic direction.

  4. Resource Allocation: Allocate resources based on the strategic importance and growth potential of each product. Prioritize investments in high-potential products and consider divesting or retiring products that are no longer viable.

  5. Regular Review: Continuously monitor and review the performance of the product portfolio. Stay informed about market trends, customer needs, and competitive landscape to make timely adjustments and ensure the portfolio remains relevant.

Useful Tips

  • Market Research: Conduct thorough market research to understand customer needs, preferences, and trends. This helps in assessing the potential demand for new products and identifying gaps in the market that your portfolio can address.

  • Collaboration: Involve stakeholders from different departments and levels of the organization in the Product Portfolio Management process. This ensures a holistic approach and brings diverse perspectives to decision-making.

  • Flexibility: Be open to adapting your product portfolio based on changing market dynamics. Stay agile and responsive to customer feedback, technological advancements, and emerging opportunities.

  • Regular Communication: Communicate the rationale behind portfolio decisions to your teams and stakeholders. This fosters understanding and buy-in, ensuring everyone is aligned with the strategic direction of the product portfolio.


Product portfolio management is the process of strategically managing a company's collection of products or services to ensure they align with the overall business goals and objectives.
Product portfolio management is important because it helps companies allocate resources effectively, prioritize product development efforts, and maximize the return on investment for their product offerings.
The key benefits of product portfolio management include improved decision-making, increased visibility into product performance, better resource allocation, and the ability to align product offerings with market demand.
Product portfolio management focuses on the strategic management of a collection of products or services, while project management is concerned with the execution and delivery of individual projects within the portfolio.
Some common challenges in product portfolio management include prioritizing projects, managing resource constraints, aligning product offerings with market trends, and balancing short-term and long-term objectives.
Some popular product portfolio management tools include Aha!, Planisware, Productboard, and Wrike. These tools help companies streamline the product portfolio management process and improve collaboration.
Product portfolio management can help with innovation by enabling companies to identify gaps in the market, allocate resources to promising new product ideas, and prioritize innovative projects that have the potential to drive growth.
Product managers play a key role in product portfolio management by overseeing the development and performance of individual products, conducting market research, analyzing customer needs, and making strategic decisions about the product portfolio.
The success of product portfolio management can be measured through various key performance indicators (KPIs) such as revenue growth, market share, customer satisfaction, product profitability, and return on investment (ROI).

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use Product Portfolio Management
  4. Useful Tips
  5. Related Terms

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