Redefining Your B2B Customer

Contributed by John Mansour Most B2B organizations view “customer” and “user” as one in the same. But the fact is, even though products are built for users and marketed to buyers, they ultimately have to deliver value that meets the customer organization’s strategic business goals overall. With this in mind, redefining your target customer is…

Your Good Friends in Customer Success

Contributed by Paul Ressler The SaaS software business continues to develop with a new functional role, and in many cases a functional department, has developed – Customer Success.  There are a variety of ways that Customer Success as a service can be packaged and sold, all the way from being included in the basic offering…

Marketing Challenges

6 Product Marketing Challenges

Rethinking Product Marketing Part 1 Contributed by Steve Robins Several months ago, members of BPMA’s Product Executives Forum gathered to discuss the challenges and opportunities of product marketing in today’s rapidly changing environment, particularly those related to sales and product management.  Take a look at the challenges that we identified below.  Do you see any themes that…

Eye on the Horizon

Contributed by Jim Bodor There is a great discussion thread on Quora.com right now about how product managers write specs. It’s full of useful tips for the everyday practice of product management, highlighting the tactics we all use to create great new products. Reading it, though, I was struck by one thought: sometimes even the best…