Why Read This
Technology product managers and marketers face a simple truth: You have to work closely with your partners and customers or you 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. Technology product managers and marketers must take a leadership position, laying out the case for intercompany collaboration and explaining what tools are needed.