Prioritization Techniques for Digital Product Managers | Alfonso Rocha

In a recent webinar hosted by Pragmatic Leaders, Alfonso Rocha, a seasoned expert in product management, unveiled a treasure trove of insights on mastering prioritization techniques for managing digital products. This article extracts actionable strategies from Rocha’s presentation to streamline decision-making and enhance collaboration among digital product managers.

The Importance of Prioritization for Product Managers

Prioritization stands as a cornerstone competency for any product manager. In the high-stakes realm of digital products, where timelines are tight and resources are often limited, the ability to delineate and adhere to priorities can make the difference between a product’s success or stagnation.

Why Prioritize?

As Rocha highlights, prioritization is not just about choosing what to do next; it’s about providing focus, executing with finesse, and steering the product towards impactful outcomes. It’s the process of making informed trade-offs that align with the product’s goals and the organization’s strategy.

Techniques for Prioritizing Tasks and Features

Mastering various prioritization models can help product managers address the competing demands of developers, stakeholders, and the market itself. Rocha discusses several key approaches to prioritization tailored for different scenarios.

Prioritization with the Boss and Stakeholders

Quantify the impact and effort involved in tasks to streamline conversations with your boss and cross-functional teams. Rocha suggests using scoring methods, such as assigning numeric values to impact and effort, to foster objectivity and mutual understanding.

Team Collaboration and Decision-Making

On the team front, techniques like planning poker can democratize the estimation process by allowing each member to contribute their perspective on task complexity. This collective wisdom can flesh out the roadmap and ensure buy-in across the board.

Personal Project Prioritization

Rocha simplifies solo project management using the Cano model, plotting tasks by perceived impact and required effort. This visual tool helps product managers, especially entrepreneurs or those in smaller companies, to self-evaluate and adjust their focus efficiently.


Alfonso Rocha’s insights underscore the significance of rigorous prioritization techniques for product managers navigating the digital landscape. By leveraging tailored methods that consider impact, effort, team dynamics, and stakeholder priorities, product managers can create clarity and drive their products toward success. Embracing these techniques will not only streamline the development process but also cultivate a culture of focused productivity, ultimately resulting in digital products that resonate with users and accomplish business objectives.

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