This cloud-based software provides 10 advantages: 1) enhanced data security, 2) better determination of who to interview, 3) better interview preparation, 4) reduced stress recruiting interviewees, 5) improved customer process map-building capability, 6) stronger interview beginning, 7) better outcome capture, 8) on-screen viewing of trigger map, 9) easier selection of Top Picks, and 10 anywhere-anytime access of project data. ... Read More

B2B companies can do 3 things with customer needs: guess, understand or model them. This article explores modeling and its 3 benefits: 1) It’s much cheaper and faster than starting with a prototype, 2) you’ll understand customers’ next-best alternatives better… so you can optimize product pricing, and 3) customers will be much more engaged. ... Read More

If you want profitable, sustainable B2B growth, you must develop "growth muscles." You wouldn’t try to climb El Capitan without climbing skills. Yet many business leaders proclaim double-digit growth plans year after year, but do nothing to build the capabilities needed to succeed. ... Read More

Can you eliminate most commercial risk when developing B2B new products? Yes… by building a Certainty Time Machine. Once you start the development stage, you should primarily be dealing with technical risk, not commercial risk. ... Read More

Imagine you spent two years developing a new product, and have just executed your B2B product launch. You’re waiting to tell your boss about exciting new sales… and waiting. As the months go by and you get more feedback from the field, you realize the market has responded to your launch with one big, collective… ... Read More

If you want to create an unbeatable value proposition with your B2B product, understand customer value by moving to the highest of 6 levels for customer insight. Then quantify value by building a value calculator, and communicate value with a B2B-optimized product launch.  ... Read More

How can you know with absolute confidence that you’ve put together all the key elements of a winning product launch plan? Prepare these 5 product launch plan documents: 1) Launch Plan Executive Summary, 2) Prospect Profile, 3) Message Brief, 4) Media Guide, and 5) Launch Results. ... Read More