Here’s what makes solutions-driven product management such a challenge. The vast majority of product companies are a mishmash of products brought together through mergers and/or acquisitions. Each one throws another silo into the fire that further fragments strategies, product plans, R&D, marketing and sales. The $64,000 question is, “how do you transform multiple disparate products into business solutions to achieve a whole that’s more valuable than the sum of the parts?” The Playbook:
If you’re in a product management, product marketing or sales enablement role, consider replacing the phrase market problems with target customer goals. It will remove any blinders you might have and open your eyes to a whole new narrative that’ll help you deliver, market and sell solutions with more strategic value. The Playbook: Here’s how it works. […]
If you’re a software company, committing to one-off features just to win a single deal has been a long-standing business practice. Making a habit of it, and worse yet, getting good at it, is the equivalent of throwing your company into a death spiral then perfecting your spin. Here’s why. Every time you commit development resources to a one-off project, you’re simultaneously mortgaging another piece of your future and further handicapping your ability to compete in your most lucrative markets. The Playbook: […]
Product demo objections are a staple of the sales process in the B2B software business. Your competitor’s products have just as many or more deficiencies than yours. Don’t get too worked up over it. Successful demos require that you master the art of making certain product deficiencies seem trivial in the grand scheme of the overall solution. How do you do it? By asking the right questions early in the sales cycle. The Playbook: […]
There are two issues with the labels of strategic and tactical product management:
- The tactical label lacks the glamour of a strategist, not to mention all the hard work that goes with it.
- Neither label is conducive to market/customer focus.