The challenge of moving upmarket as a product manager

The challenge of moving upmarket as a product manager

Every product management role consists of a deep focus on the customer.

The challenge is ensuring that your product continues to evolve to meet the needs of your new customers without neglecting the needs of the long-term, smaller customers.

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Moving upmarket as a product manager: What changes and what stays the same?

intercom.com

MORE IDEAS FROM THE ARTICLE

  • Customer behaviour is more important than company size. Prioritising which problems to solve can be based on the maturity of a customer's knowledge base.
  • Building for bigger customers doesn't mean building only for your biggest customers. Ignoring the needs of a subset of customers can interfere with your product's growth.
  • Build for your customers, not for your competitor's customers.
  • Industry-standard does not always take preference. There are baseline expectations, but not all features will add as much value as you might initially think.

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Systems and Data

The first requirement in most CS Ops positions is to establish a systemized way to capture your customer’s data.

Whatever system you have is a central source of truth that everyone in the organization or company can utilize. As a CS Ops leader, your role will be understanding and organizing the revealed data. 

The next step is to use the data produced by the system to tell a story not only about your customers but also about your product and your company.

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5 Qualities You Need to Be a Great CS Ops Leader | Gainsight

gainsight.com

Product Managers (PM) are responsible for the growth of the product from the start. If the product fails, the PM takes full responsibility. To ensure a successful outcome, PMs need to spend a lot of time with their product to make it valuable for its users.

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As a Product Manager, You Need to Unlearn Your Product Every Day

hackernoon.com

Customer-Centric Marketing

Customer-centric marketing is an approach to marketing that prioritizes the wants and needs of the customer over any other factor in regards to their interests.

Although their goal is to grow their business, customer-centric marketing shows us that they will be able to grow while at the same time ensure that their product or service can improve some aspect of the customers' work or life.

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How to Build a Winning Customer-Centric Marketing Strategy - Help Scout

helpscout.com