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 depends on product management for segmentation and positioning knowledge.
Sales depends on product management for discovery and qualification questions, and competitive insights.
The "demo-ers" need product management's guidance on how to show our solution in action.
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?
Want to be sure to get notified when I release my next article, podcast episode, or video? Then sign up below to join my list of Secret Product Manager Handbook insiders. You'll receive email notifications whenever I release new content plus you'll get access to insiders-only updates that aren't published on the site!