Executive Summary (This is a document excerpt)

Confusing customers and prospects is not a successful long-term strategy for vendors. Unfortunately, that is what vendors ultimately do when they do not explicitly align their go-to-market strategy with the business requirements of stakeholders in their customer's organization. At the heart of every go-to-market strategy is a product life-cycle management process, but there is a fundamental flaw in the traditional processes that underlie most vendors' solutions. Traditional life-cycle management programs explicitly manage how the vendor will make money on their investments, but not how their customers will make money on theirs. Services, hardware, and software vendors will need to expand their current product life-cycle management programs to explicitly incorporate stakeholder-centric value.

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