Understanding Customer Needs: Avoiding Common Pitfalls

January 1st, 2018

With contributors:

Lisa Singer , Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten , Paul Ferron , Sam Somashekar

Summary

Growth and success come when B2B product and marketing leaders understand and address customer needs. Many organizations make mistakes in identifying, prioritizing, and incorporating these needs. Six common pitfalls hamper the ability of leaders and their teams to drive customer-focused innovation. Product teams that avoid these mistakes improve their chances of bringing successful offerings to market. Organizations need to implement a process that turns the understanding of needs into offerings that can address those needs. Forrester’s Product Marketing And Management Model (PMM) provides businesses with a go-to-market framework centered on the understanding of needs.

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