Published: 06 February 2024
Deciding how to best align large or complex sets of offerings with the market is an increasingly complicated puzzle, but it can be solved if product marketers use clear definitions of products, solutions and portfolios, and link them to customer needs.
Larger technology and service providers (TSPs) face a common paradox: As they proliferate products, services, and broader solutions to capture opportunities across multiple markets, the resulting complexity confuses both sales and customers, and hinders growth.
A portfolio strategy can bring order to chaos if the portfolio and the products, services and solutions that comprise it are clearly defined and organized to align with market needs and sales capabilities.
Technology product marketers seeking to effectively organize large and/or complex market offerings should:
Ensure marketing and sales teams have a clear understanding of how offerings at each level — from individual products
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Analysts:
Kip Martin, David Yockelson, Jen Singleton
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