e-Book

The view ahead: product management in Europe’s new normal

At Pendo, we’ve made it our mission to provide the product community with up-to-date resources and insights that can help you thrive. Since we published ‘The State of Product Management 2020: Europe,’ the world encountered COVID-19, and everything changed. We wanted to get ears on the ground and learn how product leaders are adapting to the ‘new normal’ we find ourselves in.

We reconnected with product professionals, looking to paint a picture of the current European product landscape. Before the pandemic struck, organizations had begun viewing product as the center of their business strategy. We wanted to learn how leaders felt COVID-19 had impacted their business, changed their priorities, and transformed their vision for the future.

No matter the different rates of spread or government restrictions, every region has felt the pandemic’s effects. We are part of a global community that’s finding its place, and we can look to each other for answers. You likely face the same challenges and use the same tools and tactics as your fellow product professionals around Europe.

Let’s look into how COVID-19 has changed the landscape for Europe’s product community.

Inside the report, you’ll discover how Europe’s approach to product management has shifted since the start of the pandemic. Learn how product leaders think the future will play out, plus how perspectives and priorities differ in France, Germany, the Nordics, and the UK.

Who we surveyed

Pendo E-book: The view ahead - Product Management in the "New Normal" - Survey demographics Europe

Pendo E-book: The view ahead - Product Management in the "New Normal" - Survey demographics Company sizes

Pendo E-book: The view ahead - Product Management in the "New Normal" - Survey demographics - Demographics by function

Finding 1: Growth impact

COVID-19 has impacted business growth, but product-led efforts are still on the rise

We know the pandemic has dealt some blows to business, and our survey confirmed the inevitable, but not to the extent you might expect. Nearly one-third of product leaders (32%) reported a slump in growth against pre pandemic projections, but double that figure enjoyed an average growth rate of 27%. Before the pandemic, companies began putting product at the heart of their business and product-led strategies played an essential role in business growth. Our respondents agreed, with sales and marketing strategies further down the pecking order. Every country trended significantly towards a product-led strategy except Germany, who plumped for a sales-led approach.

Despite its harsh impact in some areas, COVID-19 has not slowed down this product-led momentum. Across the whole of Europe, strategy implementation has reached advanced stages. Almost every respondent had either fully established their strategy throughout the business (45%) or remained in the developmental phase (44%).

At a country level, France and the Nordics are forging ahead with full implementation, with Germany and the UK still setting things in motion in the developmental phase. Combining every nation’s response illustrates just how advanced European businesses are in their product-led journey.

Insight

Businesses are taking a product-first approach to customer experience

If you champion product as the future of customer experience, the data proves your stance is the right one. Over three quarters of leaders believe that product is ready to take the driver’s seat in the race to enrich customer experience. Nearly the same number agree that personalized customer experiences will saddle up in the passenger seat.

Pendo E-book: The view ahead - Product Management in the "New Normal" - Survey demographics - Growth rates pre- vs. post- COVID

Pendo E-book: The view ahead - Product Management in the "New Normal" - Survey demographics - Product-led strategy by country

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