Summary
As B2B offerings evolve through acquisitions, technological advancements, and shifts in customer needs, product management drives portfolio optimization. This includes the sunsetting of older products and movement of customers to newer ones that offer improved capabilities to meet current and emerging needs. Organizations commonly avoid this practice because they don’t have a process for identifying offerings they should discontinue — and fear upsetting customers and losing revenue. This report outlines best practices for product management and marketing teams working to optimize their portfolios and migrate customers.
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