Tech CEOs: Structure Product Organizations to Build Marketable Products

Experts: Mark Wesker, Erin Lloyd Gordon, David Yockelson

Most product startups fail because they build products the market does not need or want. These startups are not able to achieve predictable and repeatable sales — the true test of product-market fit. Without well-defined, frictionless processes between the functional teams, even a perfectly staffed and structured product organization will encounter lost time and missteps on the journey to market. 

To ensure marketable products are built and to improve business performance management, tech CEOs should:

• Establish a balanced product organization with clear ownership and responsibilities.
• Institute dedicated common leadership across the entire product organization.
• Extend agile development processes by including market drivers as a clear lens for product managers.

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