Getting Customers

How does the market find out we have a solution?
How do we find the people who need our solution?
How do we convince them our solution is their best choice?

​The features and functions in our product are there to solve problems. The problems are what prospects care about.


To turn a prospect into a customer, ​we must show ​we understand​​ their problems, have a solution for them, and our solution is their best choice among all their alternatives.


Part of our job on the product team is not just to deliver the features, but to help Marketing and Sales understand and articulate how those features solve the prospects’ problems.

Marketing

Marketing depends on product management for segmentation and positioning knowledge.

​Sales

​Sales depends on product management for ​discovery and qualification questions, and competitive insights.

​Sales ​Engineers

​The "demo-ers" need product management's guidance on how to ​show our solution in action.

​Everything You Need To Know About Go-To-Market and Sales Enablement

​​​All the information product management has about the problem, the ideal customer segment, the positioning, and competition - in short, all our product knowledge - ​is critical for the success of the ​Sales and ​Marketing teams. How do we make sure they have what they need?

What Successful Companies Do To Get Better Leads 3Step One of improving sales performance is improving lead quality – a fundamental of sales enablement

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What Successful Companies Do To Get Better Leads

(This is the second post in my series about using product knowledge

​Read More
Storytelling For Product Managers – The TL;DR Version 7A picture of a podcasting microphone sitting in a shock mount, with the quote “For thousands of years, humans have used the art of storytelling to motivate and persuade,” attributed to Kristen Soltis Anderson.

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Storytelling For Product Managers – The TL;DR Version

In my last article, I covered a powerful storytelling technique in great

​Read More

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