Best Practice Report

The Role Of Product Management In Supporting The Sales Process

January 8th, 2021
Sam Somashekar, null
Sam Somashekar


Product managers play a key role in providing sales teams with deal-related support and subject matter expertise. Without checks and balances, this support may not only be time consuming for product managers, but also reduce their focus on other required functional activities. Product managers should understand the type of support required and formalize their engagement in the sales process. According to the Forrester 2019 B2B Buying Study, C-level buyers sometimes prefer meetings with product managers as subject matter experts (SMEs). In this report, we explain the right way to provide product management support during the sales process.

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