Product Management’s Future Is Embracing The Entire Product Experience

As the success of B2B organizations becomes increasingly dependent on the overall customer experience, and more of the customer experience is influenced by customers’ experience with an organization’s products, product management leaders must expand their focus. They must look beyond the immediate needs addressed by their offerings to their customers’ unspoken needs across the entire product experience. The digitization of many areas of customers’ lives has resulted in increased expectations (e.g., that offerings will be personalized or simple to leverage out of the box), and organizations must address these expectations by adding value throughout the entire product experience. In this report, we describe how product management leaders should broaden their scope, focusing on three key areas of responsibility: driving customer value, consistent customer discovery, and delivering positive outcomes for both the customer and the organization.