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The Market/Your Customers

In: Software Product Management

Author

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  • Timo Wagenblatt

Abstract

Finding prospects in the vast market and creating satisfied customers that value your software product—that’s your purpose as a product manager and the lifeline of Software Product Management. This chapter describes in detail The MarketPYPR dimension The Market/Your Customers Market /Your CustomersCustomer dimension that represents “The Purpose of the Software Product Manager Role”. This PYPR dimension focuses on the external view of your product, including the target market and customer perception of your product, customer engagements and communities, customer support and references, thought leadershipThought leadership , influencersInfluencer , and analystsAnalyst . As product managers, we are continuously talking to the market and to existing customers. The target market segment defines your potential for product growthProduct growth potential , while the existing customers define the adoption of your product. As the General Manager of YourProduct Inc., you balance market and customer requirements. You balance the special attention required for current product capabilities (e.g. Go-to-Market, software demonstrations, training, enablement), for future product capabilities (e.g. product vision, strategy and planning), and the manifestation of your work (e.g. user feedback, surveys, references) regarding customers, prospects, and other external matters.

Suggested Citation

  • Timo Wagenblatt, 2019. "The Market/Your Customers," Management for Professionals, in: Software Product Management, chapter 0, pages 369-406, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-19871-8_8
    DOI: 10.1007/978-3-030-19871-8_8
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