The Year in Product: Looking Back at 2021, Looking ahead to 2022

The world of product has changed dramatically in the past year. As more and more companies during this year in product have been embracing product-led growth, you might say that product management as a discipline has come into its own. As we like to say at Products That Count, we are living in the “Age of Product.”

One important change has been in the role of product managers. This is a natural result of the shift to product-led growth.

It used to be common for product management teams to be seen as primarily tactical. Product teams were treated more like project managers than product managers. We now see a transition towards recognizing the strategic value of product management. Chief Product Officers (CPOs) have become a key function of the C-Suite, along with the Chief Information Officer, Chief Financial Officer, and Chief Executive Officer. Quite simply, the head of product needs a seat at the table in forward-thinking companies.

The growing impact of product management has parallels with the evolution in marketing departments more than 10 years ago. Similar to the way companies were then slowly realizing the importance of the Chief Marketing Officer, CPOs are the senior-executive position now solidifying a place at the table. 

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Are your teams eyeing any of the trends discussed here? Did your year in product reflect these dynamic changes? And what do you expect in 2022? Let us know in the comments below.

If you liked this content, be sure to check out our other offerings. For example, The 3 P’s of a Great Product Culture is all about building a great product culture to combat ineffective product management, to reduce churn, and to help your team members grow into their best selves. Check it out, and start building your better team today.