AMA: SurveyMonkey Vice President Product Management, Aleks Bass on Product Strategy

Generating ideas for new features is an ongoing process that draws from various sources. These sources include customer feedback, market research, internal brainstorming, competitive analysis, and emerging trends. By tapping into these channels, we cultivate a pool of potential features that could enhance our product. Deciding which ideas to prioritize involves a thoughtful evaluation process. We consider factors like alignment with our product strategy, the potential value to customers, market ...Read More

Cultivating proficiency in product strategy requires a deliberate and iterative approach. Here's a comprehensive roadmap to help you develop your product strategy skills: Foundational Learning: Study Resources: Begin with books, online courses, and articles that delve into product strategy fundamentals. Look for reputable sources that offer insights into market analysis, customer research, competitive landscape, and business models. Online Courses: Enroll in specialized courses or certifications ...Read More

Evaluating the success of our product strategy is a multi-faceted process that involves tracking various indicators and metrics. We closely monitor key performance indicators (KPIs) aligned with our strategic objectives, such as user engagement, customer satisfaction, revenue growth, and market share. The trickiest part of evaluating your product strategy is separating the value of the strategy from the quality of the execution. It's easier said than done. I've encountered numerous instances whe ...Read More

This question is intriguing. Let's begin by examining instances where product strategy discussions didn't go as planned, both in my own experience and those of others. I've participated in numerous product strategy meetings—some ending successfully and others spiraling into chaos. Let's delve into the common themes that contributed to these outcomes before we explore a recommended approach. Instances of Chaos: It's tempting to assume that a disastrous outcome signifies a completely misguided str ...Read More

The frequency of revisiting our strategy depends on its altitude, but I'm continuously reassessing various aspects of it. Let's break this down to better understand how to keep a strategy fresh within an organization. The highest strategy altitude most organizations focus on is the 3-5 year vision, as anything beyond that tends to be more of a dream than a strategy. Typically, I assemble a cross-functional team to conduct thorough analyses of the industry, market, competitors, prospects, and cus ...Read More

Sales can be a tricky organization to work with, but I invite you to leverage a bit of empathy for the sales role to help solve this scenario.  Sales teams are rarely going off and selling to whomever they want. Usually they are operating within a specific book of business or working specific leads that an organization has generated for them, or that they have generated themselves using materials the organization has provided. They are also consistently enabled on the product, the process, the v ...Read More