Challenges
According to Keshav Prakash, Country Manager, Serena Software, Product management as a discipline is about what the product should be. Product managers are advocates for the customer's needs and desires. A large product might have numerous product managers working towards its success at a variety of levels, all the way from the junior product manager writing specifications about single feature sets to a product strategy director who has overall responsibility to executive management for the product direction.

People not familiar with the discipline of product management frequently get a product manager confused with other players. So it very important to have the Product Manager with required skillets and expertise and otherwise it could act as deterrents for this role. So you cannot have a developer, or a software manager, a project manager or a Marketer performing the product management job, he says.

With trends like Lean product development, Digital manufacturing etc, product management has taken giant leap to drive metamorphosis of product manufacturing and marketing.