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Gathering Market & Customer Insights

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Dominating Your Market, Agile Role Clarification and The Price of One-Off Features

The B2B Product Manager Magazine June 2017 is now available. This month we look at the customer value chain from start to finish using the relay race analogy and how your organization can consistently win that race and dominate the market. We also share a few tips and tricks for clarifying the product manager and product owner roles, plus the price you’re ultimately paying for one-off custom features. View the June/July 2017 Issue. […]

Win the “Customer Value” Relay Race and Dominate Your Market

If you’re going to dominate your market, you have to make the customer organization measurably better at their business, from the top down. Products and services are the means to the end, but every customer-facing function in your organization plays a role in delivering customer value. It’s like relay race. Everyone understands their role, knows where the baton is at all times, and knows exactly what to do when they run their leg of the race. There are seven legs in the race for market leadership. Here are the runners and the goals of each. […]

Customer Value, Underperforming Products, Product Demo Objections and More

The B2B Product Manager Magazine May 2017 is now available. In this issue we examine the impact of a customer value culture, why products underperform and three steps to connect corporate strategy to product, marketing and sales execution plans. Plus, tips on using white papers to generate more qualified leads and the difference between voice of the customer and sales feedback. View the May 2017 Issue. […]

WHITE PAPER: Creating a “Customer Value” Culture, Powered by Product Management & Product Marketing

Ask your colleagues to define your organization’s “culture” and you’re sure to get a wide variety of interpretations. But defining a “customer value” culture is pretty straightforward: It’s about making sure your entire organization is driven by the strategic goals of your target customers. When that is your primary modus operandi, you’ll routinely be rewarded [...]

Selling Around Deficiencies, Rock Star Product Managers & The Functional Designer Role

The B2B Product Manager Magazine April 2017 is now available. In this issue we cover everything from selling value in spite of your product’s deficiencies to what makes a rock star product manager to the criticality of the functional designer role. Plus tips for hiring the right product manager and getting unbiased customer feedback. View the April 2017 Issue. […]

Imagine What a Rock Star Product Manager Could Do With Healthcare Reform

Put all your political leanings aside. This is about pure, practical, common-sense, good old-fashioned problem solving skills and how they lead to great solutions! The famous words of Charles Kettering, “a problem well stated is half solved,” have never rang truer! […]

Obsess Over Customer Success and Product Success is All But Guaranteed

If you obsess over customer success, product success is all but guaranteed. Applying that concept in a B2B environment however, requires a broader definition of “the customer.” The good news: when you redefine “the customer” to encompass the entire customer organization, success comes faster and with fewer speed bumps. Put your customer success manifesto into practice with one overarching goal and three supporting pillars. […]

The Universal Product Management Framework: 3 Questions and an Org Chart

There’s a universal product management framework that takes product management, product marketing and sales enablement down to the lowest common denominator. Regardless of what you’re doing in any of these functions, it all starts here. The Playbook: […]

The Product Portfolio Management Discipline: 3 Dimensions That Make You More Market-Driven

A product portfolio management discipline in B2B is more about your portfolio’s alignment to customer goals than it is to your own revenue and profitability goals. Why? If you’re going to be a market-driven organization, everything needs to be aligned with the business goals of your target customers to ensure there’s a common focal point that’s meaningful across product, marketing and sales teams. Cover these three bases and strengthen your portfolio’s alignment to the market. […]

February 13th, 2017|Categories: Blog|Tags: , |0 Comments

How Much “Market” Is In Your (MRD) Market Requirements Document?

Most B2B organizations use a Market Requirements Document (MRD) for driving new solutions to market. How much of the content in those MRDs should be pure market requirements versus product requirements? A good rule of thumb — 100% market and 0% product. […]

February 6th, 2017|Categories: Blog|Tags: , |0 Comments