Published: 27 March 2023
Describing and demonstrating the connection of product capabilities to business value is critical for go-to-market success. Product managers must follow a three-step process to ensure their product’s value is effectively communicated to prospects and customers.
The value of a product may mistakenly be thought of as the sum of its features and capabilities, but in actuality, the value is based on the positive impact the product has on a customer organization.
Product messaging might not accurately relate how product functionality drives customer value because it may be created without the benefit of the product manager’s deep knowledge of customer needs.
Estimating the potential value of a product to a customer organization is crucial to winning new business. Similarly, measuring the actual value delivered can be vital for customer retention.
To effectively communicate product value and support
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