Product Managers are constantly balancing customer insight, commercial pressure, stakeholder expectations, and delivery constraints when deciding what to build next.

This session is aimed specifically at Product Managers who want a practical, defensible approach to prioritisation in Jira — one that reflects how prioritisation actually happens in sales-influenced organisations, not just in theory.

We’ll start with DUCE, a prioritisation approach I’ve developed that places greater emphasis on sales insight, deal value, and customer urgency, while still maintaining structure and consistency in decision-making. We’ll explore why I developed the system and how it makes sense in revenue-driven environments, and how DUCE helps bridge the gap between PM and Sales without handing the roadmap over to Sales.

From there, we’ll introduce the RICE framework (Reach, Impact, Confidence, Effort) as a more formal quantitative model. We’ll compare DUCE and RICE side-by-side, looking at the strengths and limitations of each and when one approach may be more appropriate than the other.

You’ll then see how to implement RICE directly in Jira, using custom fields and calculations to embed prioritisation into your backlog in a way that’s transparent, repeatable, and easy to explain to stakeholders.

By the end of the session, Product Managers will:

• Understand how to apply DUCE to prioritisation in sales-influenced product environments

• See how RICE complements (and contrasts with) DUCE as a quantitative framework

• Learn how to operationalise prioritisation frameworks inside Jira

• Be better equipped to justify roadmap decisions with both qualitative insight and quantitative evidence

If you’re a Product Manager using Jira and regularly navigating competing priorities from customers, sales, and leadership, this session will give you practical tools you can take straight back to your backlog.