Prioritize the Customer Value of New Products Over Time to Market

Analysts: Clifton Gilley, Dan Tolan, Charles Sutherland

Product managers are under incredible pressure to deliver new products, features and capabilities on time and within budget. Unfortunately, this focus often makes customer value and usability a secondary concern, resulting in releases that fail to make a difference for their customers.

Both leading and lagging organizations report using on-time and in-scope delivery as common measures of product success. This reflects an outsize focus on time to market and internal outputs over customer outcomes.

Leading organizations were more likely than laggards to also measure outcome-oriented measures, such as customer lifetime value, and conduct postimplementation customer interviews and alpha/beta programs. Laggards struggle to incorporate many of these measures, which puts them at a competitive disadvantage.

Explore steps product managers can take to improve their leadership in relation to delivering valuable solutions to customer problems.

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