Gartner Research

Tech Go-to-Market: Product Management Must Establish a Customer-Centric Vision to Drive Product Success

Published: 22 January 2016

ID: G00295646

Analyst(s): Lars Van Dam

Summary

New products or services are vital to the growth of technology vendors, yet success rates for new offerings remain low. Product managers are challenged to align vision, commitment and goals around a customer-centric vision. Applying a proven approach will increase the odds of success.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Product Management's Role in Driving Transformation
    • Customer-Experience-Driven Approach to Business and Technology Design
    • Contrasting As-Is Versus To-Be Customer Experiences
    • Product Vision Must Be Shared With Key Stakeholders
    • Gaining Commitment on a Vision Requires Both Desirability and Achievability
    • Goal Setting Will Drive Engagement, Organizational Performance and Morale
  • Gartner Approach for Aligning Vision, Goals and Commitment
  • Establishing a Customer-Centric Development Process Will Mitigate Against Common Innovation Traps
    • Trap No. 1 — Individual Inclinations Instead of Market-Driven Requirements
    • Trap No. 2 — Engineering for Engineering's Sake
  • Summary

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