Technology product managers and marketers face a simple truth: You have to work closely with your partners and customers or risk failing to meet their needs. However, a range of technical and process issues hinder product managers' and marketers' efforts to forge intimate business relationships in the market. Generating the institutional will to overcome these challenges starts with stating the value of intercompany collaboration: getting customers' and partners' input for and buy-in to new products and services. There are a number of tools to help product managers and marketers realize this vision, but they aren't unified and must be pieced together. This presentation discusses how to make this argument and what to consider when putting together a technology plan for working with external constituencies.
- The changing buyer landscape affects tech industry vendors product strategy
- The response: facilitating and participating in collaborative work with the market
- How to put together a technology plan and work strategy
Vendors mentioned: Adobe, Avaya, Cisco Systems, Dropbox, Huddle, IBM, Microsoft