On Reengineering Marketing

John Porcaro comments on the disconnect between the customer research that was being done, and the product engineers who were building the product. He writes,

"Almost two years ago, we had a 'Marketing Symposium' where Steve Ballmer made a comment about 'selling what we build, AND building what we can sell.' His point was that often we spend a lot of time building amazing features into products, only to see the features (or products) being ignored. Of course, marketers need a good story to tell when approaching developers. Some marketers dwell firmly in the land of intuition and 'street smarts', which in-and-of-itself might not be a bad thing, but most developers I know expect plans to be backed by logic, measurement, and a well-positioned framework." You can read his full post here.

Every week I meet product managers who want to know how to force developers to do what they want. They seem to feel that the title of "product manager" gives them power. But neither power nor credibility comes from a title. You want to get developers to listen? Here's how. Use market-facts. No developer is interested in intuition and street smarts; they want logic and market facts. Product manager credibility and respect are earned.

Have you visited a customer lately?

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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