How to anchor product initiatives / influence product priorities based on member journey / customer priorities.

Data, data, data! Once you are able to identify your customer’s unmet needs, motivations, and attitudes, you can put your customer at the center of your business cases to influence product priorities. And couple that with market insights on your competition, your product counterparts will have to listen. Are you able to identify any gaps that your current feature set does not address? Is there an opportunity for your product to be first to market by fulfilling an unmet need that they cannot get ...Read More

This is the holy grail question, and honestly it's more art than science. It's a cross-functional conversation where you weigh the pros and cons together. The tricky part is that customer priorities don't always align with your product strategy. Sometimes you have to make a call on what you're willing to give up because you think the opportunity is bigger elsewhere. It depends on the complexity and how many people need to be involved, but you've got to loop in all the core departments—sales, suc ...Read More

If I understand the question correctly, this is about allocating time for journey/experience improvements when PMs are focused on feature/capability development. In short, it starts by getting aligned on goals. At the highest level, start with your company's current strategic priorities. What's most important right now? Perhaps you've placed an emphasis on retention/NRR over new customer acquisition. Ok, so how does this proposed journey/experience improvement tie back to retention? When you mak ...Read More

In product marketing, we often focus on brand-new features that can attract new customers and expand our market. But for existing customers who've already bought in, sometimes the little updates make the biggest impact. To ensure that the product team prioritizes these updates, it's really important to have visibility into how customers are experiencing the product. While average NPS score is a useful benchmark, support inquiries can provide more valuable feedback. By analyzing support tickets a ...Read More