"What’s in the next version?"  "What are the top priorities on the roadmap?" These are two common product questions that when answered literally, rarely give people the information they’re looking for. Use non-product dialogues to answer product questions and you’ll be hailed as one of the great product communicators.

Clarity! It’s the single biggest benefit that comes from a consistent definition of your target markets in B2B and helps every part of your organization from executive strategy all the way through the execution of product, marketing, sales and operational initiatives.

What if your product management discipline consisted of two integrated teams – problem-finders and problem-solvers? You’d realize four key benefits – higher customer retention, faster growth, better day-to-day execution in the trenches and greater influence.

Features tell us how a product does something but in most cases they don't tell us what it accomplishes or why we care in a context that's conducive to communicating business value. User stories are the heart and soul of agile development. When written in proper context, they can live on long after product development and offer tremendous value to marketing and sales.

Interviewing Target Customers to Deliver Maximum Value

Innovation is no exception when it comes to the unique aspects of B2B product management and marketing. But it’s easy to fall into a trap where innovation becomes fad driven instead of need driven.

On the surface, solving market problems versus addressing the needs of a market might sound like semantics. But the implementation of each practice in B2B organizations reveals a huge contrast between the two with a ripple effect that may be just as significant.

Your organization stands for something. Something so valuable it helps target-customers in one or more markets advance their strategic initiatives. What is it?