If your organization is going to consistently deliver, market and sell solutions with strategic customer value - solutions that have value from the C-suite all the way down to the people in the trenches - there's a common thread across sales, product marketing and product management that drives everything.
It's answers to these six questions:
- WHO are our target customers?
- WHAT are they trying to accomplish?
- WHY are those goals critical to their success?
- WHAT's stopping them and WHY?
- WHAT are they doing about it?
- WHAT metrics are used to quantify success?