Product management has been prevalent for 10 to 15 years in retail banking and cash management, and for a shorter time in other fee-based areas and private banking. But the function has not been performing at an optimum level, which raises concern in senior management.

The product manager is still having trouble developing an effective annual business plan. We are talking here about the capacity of the product manager to (1) analyze the state of the business, (2), based on this analysis, recommend objectives, strategies, and plans to move the business. ahead, and (3) make a cogent, compelling case for his or her recommendations.

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