Product & Experience

Modern B2B marketers make themselves accountable for total customer success, taking proactive steps to be more integrated with product teams and sales, and avoiding the world of handoffs. As we move deeper into the twenties, too many marketers celebrate tactics: views, clicks, downloads, contacts. There are more bad marketers than good ones, and the imbalance is degrading the reputation of the whole function. How often have you seen a head of marketing parade around the new w

A Practical Model for High-Performing Product Development Organizations High-performing product teams do not happen by accident. They are designed, staffed, and led with intention around a clear way of working. Over the last decade, the strongest digital organizations have converged on a simple idea: durable, cross-functional teams that own outcomes, not projects. This piece outlines a practical framework that product leaders can use to staff and manage such teams, grounded i

Why value propositions are product decisions before they are marketing messages Most teams treat the value proposition as a marketing artifact, something polished after the product is built. That gets the sequence wrong. A value proposition is first a product decision: it defines what the product is designed to do, for whom, and why it should exist. Marketing is the translation of that decision into language. When that definition is missing, teams don’t just struggle to expla