Trends Report

Understanding Customer Needs: Avoiding Common Pitfalls

January 1st, 2018


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.