If you asked 10 people in any product or service organization to interpret the phrase, “define target customer,” you’d probably get 10 different interpretations.

The most common definition of target customer though, is someone who uses your product or service. But the fact is, even though products are built for users, they ultimately have to deliver value that meets the organization’s strategic business goals overall. With this in mind, redefining your target customer is an essential but often missed first step to successful product management, product marketing and sales enablement.

When you redefine the customer to encompass the entire organization, you’ll more effectively identify needs that are more critical to their success, deliver higher-value solutions that support their strategic goals, and drive profitable growth for your organization.

Are buyer and user personas the issue? Do you view all customers the same? Is the bulk of the product management function more about the market or the product?

Download the white paper to get a fresh perspective on traditional practices and how they’re used in B2B product management. Then contact us to discuss how our product management training courses help you deliver, market and sell higher value solutions.