Model Overview Report

Mapping Product Capabilities To Portfolio-Level Capabilities

September 17th, 2021
Sam Somashekar, null
Sam Somashekar
With contributors:
Lisa Singer , Beth Caplow , Barry Vasudevan

Summary

B2B organizations often have too many offerings with similar capabilities, offerings that don’t meet customer needs, or that are not well categorized. As a result, buyers can become confused, sales reps can lose focus, and marketing dollars can lose impact. Mapping product capabilities to target customer needs helps organizations verify target market coverage, identify any gaps to address, and correct portfolio imbalances. Product management leaders can then create a visual diagram that illustrates how the product portfolio supports the buyer and user needs of key personas. In this report, we provide a template and best practices for mapping product and portfolio capabilities.

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