May 19 2022 – New research finds companies are shifting to a product-focused business model supported by Digital Product Management (DPM) to achieve their top business objectives for 2022. Sponsored by Broadcom Software and conducted by Dimensional Research, the survey of more than 300 executives, IT and business leaders found 89 percent plan on increasing utilization of their DPM solutions over the next 18 months. 

Digital Product Management organizes and prioritizes the way people work by connecting business objectives with teams, tasks and budgets. Team members across the organization understand how their product's performance affects the overall business, which improves effectiveness and productivity.

Companies Focused on Customers and Product Quality in 2022

In light of the significant changes companies have undertaken over the past two years, this research sought to understand the priorities companies are focusing on for 2022. Leading all initiatives is delivering more customer value (56%) followed by improved product quality (52%), which is critical to customer satisfaction. Half of companies surveyed are focusing on increasing efficiency which has suffered due to recent supply chain issues and is likely why reliable product delivery (40%) also appears as a top business focus. 

Benefits of Digital Product Management 

Because DPM is relatively new, participants were asked if their DPM initiative has been successful to gauge if it is really delivering value, a work in progress, or just a fad. An overwhelming 94 percent stated DPM has already been successful and provided value to their business.

• 90% reveal DPM solutions enable the shift from a project focus to that of a product focus philosophy
• 86% indicate DPM better connects business objectives and customer needs, driving innovation
• 89% state DPM solutions make digital transformation easier

When asked what drove the move to a product focus philosophy, nearly 60 percent cited improved customer value. The next three drivers are nearly tied, led by the desire to improve competitiveness (53%), align product processes with development's Agile approach (52%), and support digital transformation initiatives (52%).

"The majority of respondents shared that digital products are a large part of their job, which indicates that digitization is a major driver in business operations," said Lynn Reling, Executive Advisor for Strategic Portfolio Management, Agile Operations Division, Broadcom Software.

Challenges Easy to Overcome

There are challenges to DPM but digital product experts represent them as manageable and indicate the benefits far outweigh the hurdles and effort. Not surprisingly, the top challenge is simply resistance to change. Half of those surveyed revealed that getting the DPM solution integrated with other applications and systems was challenging, something not uncommon. Despite these issues, it's telling that 89 percent plan on adding new products to their DPM solution and process over the next 18 months.

"DPM may be a young methodology, but as this research shows, it has very quickly proven its value to businesses that have adopted it. DPM is not a solution looking for a problem, but rather a solution and enabler for a direction that companies have already taken," said Laureen Knudsen, Chief Transformation Officer, Agile Operations Division, Broadcom Software.

A report of the complete survey findings at https://www.broadcom.com/clarity-dpm-report.

Methodology

Executives and IT and business leaders at enterprise companies were invited to participate in a survey on their company's current and future technology initiatives and digital product management understanding and usage. The survey was administered electronically by a third party, and participants were offered a token compensation for their participation. A total of 308 qualified participants from five continents completed the global survey. 

About Broadcom

Broadcom Inc. (NASDAQ: AVGO) is a global technology leader that designs, develops and supplies a broad range of semiconductor and infrastructure software solutions. Broadcom's category-leading product portfolio serves critical markets including data center, networking, enterprise software, broadband, wireless, storage and industrial. Our solutions include data center networking and storage, enterprise, mainframe and cyber security software focused on automation, monitoring and security, smartphone components, telecoms and factory automation. For more information, go to https://www.broadcom.com.