Executive Vice President, Data
If we have data, let’s look at data. If all we have are opinions, let’s go with mine.
– Jim Barksdale, former CEO of Netscape
If you’ve spent your career in product marketing/management in tech companies, you can relate to the above quote from the perspective of both mid-level and senior product marketing executives.
Up and coming product manager/marketers are regularly champions of features, or product positioning that face an uphill battle against the priorities of the Engineering team and the demands of the sales team – stemming from existing customer asks and the most recent competitive sales loss. Add on top of that the biases of a boss, and you’ve got to overcome a lot to bring about a change in emphasis (never mind direction).
Making these directional and investment decisions isn’t actually any easier sitting in the product management/marketing leadership role. They need to make significant go-to-market investments almost weekly, while running an organization, mediating compelling and conflicting arguments from highly opinionated and smart groups – all while trying to listen to the customer. Just a few of the decisions that need to be made:
Product and positioning decisions are never easy, but almost any internal debate can be swayed by quantifiable insight on buyer preferences and purchasing behavior. However, most companies struggle to bring relevant and accurate data to bear at the right time. Part of the reason is most of the easily available data has a significant bias problem, such as:
To help product management/marketing leaders find the right representative buyer insight, TechTarget Research has developed Deal ScoreCard. Deal ScoreCard describes how buyers for 20 different Cloud, Data Center, Storage and EUC markets perceive their needs, requirements and vendor opinions at the essential moments of their purchasing cycles, every quarter. Just a few of the insights that it delivers include:
You can see some of the foundational analyses of a Deal ScoreCard here. If you are interested in learning more about how the in-depth data in Deal ScoreCard can help your organization, please visit TechTarget.com/Research.
buyer insight, marketing research, product management, product marketing, purchase intent insight
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