Gartner Research

Shape Product Team Culture for Competitive Advantage

Published: 01 February 2019

ID: G00375300

Analyst(s): Lars Van Dam , Kaustav Dey


Establishing talented product teams with a culture that contributes to commercial success is among the most challenging issues facing technology general managers. This research equips GMs with a model for shaping product team culture for competitive advantage.

Table Of Contents


  • Step 1 — Assess the Scope of Cultural Change Needed
    • Technology-Centric Culture
    • Technology-Centric Cultures Often Lead to Product-Led Sales Models
    • Sales-Centric Culture
    • Sales-Centric Cultures Often Lead to Market-Led Sales Models
  • Step 2 — Identify the Primary Inhibitors to Shaping Product Team Culture
  • Step 3 — Enable Behavioral Consistency Through Key Decision Moments
    • Key Decision Moments Represent Opportunities to Shape Culture

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