Product Lifecycle Management is a fundamental process linking company strategy to product development. It provides a playbook for managing a product category long term, in turn enabling a more proactive approach to the marketplace. PLCM brings together insights from ideation, VOC, Policy Deployment and the Strategic Plan and is tied closely to product development. PLCM improves resource allocation and should be applied any time resources are to be deployed for new or incremental product action. The tool is especially applicable to leaders in Product Development, Product Planning and Strategic Marketing.