One View of the Customer. No Silos. Measurable Customer Value.
Today, Product Management University announced the availability of its Customer Outcome Framework for B2B. It’s a simpler approach for bringing quantifiable strategic value to the customer versus the typical approach of focusing solely on customer problems.
The Customer Outcome Framework
The Customer Outcome Framework employs a top-down view of the customer, their highest-priority business outcomes, and the obstacles standing in the way of those outcomes. It gives product management, product marketing, sales and customer success teams a common holistic view of the customer so they can focus their collective efforts on eliminating the obstacles and helping customers achieve those outcomes. It’s the simplest way for solution providers to consistently deliver measurable strategic value to the customer and to their own organization.
When product management, product marketing, sales and customer success teams are problem-focused, they all see the customer through a different lens. The customer problem approach creates silos and conflicting priorities at every turn that can kill an organization’s go-to-market momentum. Worse yet, it creates a perception with customers that the right hand doesn’t know what the left hand is doing.
According to John Mansour, President of Product Management University, “Many organizations spend tremendous resources solving customer problems only to find out later those problems weren’t the ones that really mattered when they figured out what customers were ultimately trying to accomplish, the outcomes.”
Customers talk a lot about problems but it’s difficult to determine which problems are most critical when the outcomes aren’t clear or can’t be quantified. When you start with the customer’s highest priority outcomes, it cuts to the chase and the biggest obstacles (problems) surface quickly, giving all disciplines a common focal point.
A Common Value-Based Platform for All Training Curriculum
The Customer Outcome Framework provides a common value platform for all Product Management University training courses so that product management, product marketing, sales and customer success teams learn the same approach for uncovering customer needs from the top down and attacking the obstacles.
The customer outcome focus makes it easier for each of these disciplines to be more effective. Once they understand the endgame, all they need to do is identify obstacles standing in the way of those outcomes and it gives them a clear path to building, marketing, selling and on-boarding customers. It makes everything easier.
The bottom line is a customer outcome focus makes it easier to deliver measurable strategic value to the customer. In turn, solution providers more consistently meet their revenue, retention and wallet-share goals.
View the full framework.
About Product Management University
Product Management University is a B2B/B2B2C training organization with training and certification programs for product management, product marketing, sales and customer success teams. Our Customer Outcome Framework provides the simplest approach on the market for consistently building, marketing, selling and delivering solutions with measurable customer value.
by John Mansour on March 14, 2023.