Creating your product vision can be difficult when you focus too much on the product. Legendary Harvard Business School marketing professor Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Apply that same philosophy to B2B products and your product vision will [...]
The B2B Product Manager Magazine May 2018 is now available. The mantra of every product, marketing and sales professional starts and ends with finding and solving customer problems. But identifying the problems that are most critical to your target customers is like finding a needle in a haystack. Our feature [...]
There’s an old saying in sports – winning cures everything. The same could be said for B2B organizations that consistently meet their strategic goals. When organizations are winning, many of their so-called problems fade into the background. Which brings me to an important point that every product management team should consider: If your organization is [...]
The B2B Product Manager Magazine April 2018 is now available. We kick off our April issue by looking at the correlation between your sales methodology and your product management philosophy. We also discuss the ultimate customer experience, a requirements food analogy and why it’s easier to sell products you don’t [...]
It’s the little things that matter most when it comes to raising the customer experience from good to great. Sometimes there’s no substitute for just being “the customer” yourself. […]
When you combine strategic and tactical requirements, you can end up with a bowl of spaghetti or a layer cake. The layer cake approach makes the relationship between strategic and tactical requirements simple for everyone to understand and, believe it or not, a more appetizing dish for the masses. The Playbook: […]
The B2B Product Manager Magazine March 2018 is now available. We headline our March issue by going back to one of those marketing basics that’s all too easy to forget. We also draw the analogy between a lifestyle change and the shift from a product success culture to a customer [...]
If you have market driven products then don’t you have a market driven company? […]
Segmenting markets is the most important thing your organization can do because it answers the question, WHO are our target customers? In other words, your market segments are the basis for all critical decisions because they form the common bulls-eye that focuses all product, marketing and sales activities to common customer needs and goals. Market [...]
The B2B Product Manager Magazine January 2018 is now available. We’re kicking off 2018 with a discussion on product success metrics and a viewpoint that there’s only one critical metric that’s important over the long term. If you routinely hit that one, all the others will take care of themselves. We [...]
