The State of Product Leadership Europe 2022


As more customer experiences have moved onto digital platforms, the expectations for companies to deliver a seamless and intuitive product experience are higher than ever. Gartner reported that by 2025, more than half of customers will resist using applications that deliver a poor user experience (UX). And this expectation applies to any industry and any business—users expect brands to use technology to shape their experience. To deliver on these expectations, companies are investing more in tech and product development. Investment in European tech firms reached a record high last year, soaring to $93.3 billion last year, or a 142% increase year over year.

While product teams have undergone immense pressure to adapt, build, and launch quickly, now the stakes are even higher to evaluate the digital experiences they’ve built and deliver more value to customers and the business. As a result, organisations are focused on optimising their product investments and seeking the data and technologies to help them make strategic decisions about their innovations.

In our 2022 State of Product Leadership report, we explore how product leaders are meeting these demands by focusing on data-driven approaches, drawing insights from both quantitative and qualitative sources, and switching to robust, business-based metrics to show value and impact.


In January-February 2022, we surveyed 350+ product managers and executives working largely for B2B software companies and traditional enterprises in France, Germany, and the United Kingdom. All respondents are partly or wholly responsible for digital product management within their organisations, from across a range of business sectors spanning both B2B and B2C.

We also looked at business performance across a range of product management metrics to identify a segment of leading companies from our group of respondents. Throughout the study, we compare the performance of leading companies against other respondents.

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