Research

Take a look at what your fellow product marketers are telling us, and explore the insights and solutions for achieving greater effectiveness, visibility and impact.

Marketing programs must encompass the entire customer life cycle to meet aggressive growth goals. Technology product marketers should use this research to propel the impact of their sales enablement, account-based marketing, customer advocacy and solution, field and partner marketing programs.

Technology product marketers must develop inbound and outbound strategies that fuel demand generation programs aligned to the strategic goals of the company.

Exceptional technology product marketing leaders drive business results by excelling in all facets of leadership.

Technology product marketers should use this research to improve their planning, segmentation and targeting strategies.

Product planning is the practice of assessing the market and establishing a product or service strategy to win new customers and grow revenue. Disruptive technologies, dynamic markets and nimble competitors leave technology product managers little margin for error in this core discipline.

Product development is the cross-functional activity of transforming a product concept into a materialized offering. For technology product managers, successful product development requires close collaboration with designers and developers to rapidly deliver compelling products to market.

Product introduction is the cross-functional effort to launch a new product or product release, and communicate its value to the market. Technology product managers must collaborate with marketing and sales to adapt product introduction approaches to evolving customer expectations.

Technology product leaders need the skills to master recruitment and development of talent, select the right tools for the job, and build strong collaborations.