Here’s another question I was asked recently:
If you’re concerned about buyer needs and their objectives, how closely aligned do you suggest product organisations should be with marketing and with the persona development to ensure they are creating a solution that does meet those needs in the market?
Read on for my answer:
For those of you who work in business-to-business (B2B) companies, how many of these sound familiar?
“Our product team is always called in to fight customer fires post-sale.”
“Sales people bring product managers along to answer customers’ techie questions.”
“The product team isn’t allowed to speak to customers unless they’re in a sales meeting.”
“Our sales team will often sell something that doesn’t exist, then make it the product team’s problem to make it happen.”
“Our product backlog is full of priority feature requests that the sales person says the customer needs before they’ll purchase.”
You’re not going crazy – nor are you alone. These are common dysfunctions plaguing product teams in B2B companies the world over.
How do you stop them happening? Read on for some suggestions.
The sales team: one of the topics about which product managers seem to vent most. The relationship between product management and the sales team can work well, but more often than not it’s a source of frustration for both sides. And if your company is in the business of selling products, it’s in your best interests to fix this problem. Here are three ways companies can build a better sales team.
On the 4th birthday of ProductTank London in May, three speakers shared with us their experiences of building and working in B2B (business to business) companies.
- James Gill (@JamesJGill), Founder and CEO of GoSquared
- Rif Kiamil (@rifkiamil), Founder and CEO of FOODit
- Clancy Childs (@cchilds), Chief Product and Marketing Officer at Tizaro
Someone I’ve come across recently and would recommend is Paul Dunay (@PaulDunay) and his Buzz Marketing blog. He specialises in B2B marketing and has particular insight into harnessing the power of Social Media. Well worth a read.
Take me to Buzz Marketing!