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Pragmatic Marketing
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Where Does Product Management Belong In The Organization?
December 1, 2007, 12:00am PST
The strategic role of product management is to be "Messenger of the market," delivering market and product information to the departments that need facts to make decisions. The role of product...
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Avoiding Cyber Oblivion
December 1, 2007, 12:00am PST
Nowadays, there is a major shift in thinking on how to build a major corporate personality. To play the game, one must clearly figure out the secret powers of e-commerce and the role of new...
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Building Tomorrow's Products Requires Listening To The Market
December 1, 2007, 12:00am PST
Although product knowledge is important, spending time listening to the market is where the real learning takes place, and the quicker you become acclimated, the more value you add. What is your...
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Circular Marketing
December 1, 2007, 12:00am PST
Marketing is now only global; all the other books that say otherwise must be burned. Furthermore, the Dot Com craze was directly responsible for this mega shift. Web-based crusade wasn't wasted at...
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Content-Free Buzzword-Compliant Vocabulary List
December 1, 2007, 12:00am PST
How many times have you read marketing materials for software that did not contain any real information? This paper explains list of meaningless buzzwords and ways to avoid them. The powerful...
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Creating A Great Trade Show Playbook
December 1, 2007, 12:00am PST
Exhibiting at trade shows is a staple of marketing a software product. As part of a mix of marketing activities to reach your target market, trade shows provide visibility for your product, build...
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Customers Are Color Blind
December 1, 2007, 12:00am PST
In e-commerce age, where everyone is forced to type and to remember names with absolutely correct spellings, companies with big branding campaigns only hurt themselves with their old-fashioned,...
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Don't Confuse Sales Support With Marketing: A Case For Buyer Persona Profiling
December 1, 2007, 12:00am PST
As technology marketers, do you measures time spent on marketing vs. sales support? Marketers are so focused on sales that marketing is an afterthought. If the marketing role is so narrowly...
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Don't Just Listen, Grok Your Buyer Personas
December 1, 2007, 12:00am PST
Grok (rhymes with "Rock") is a verb that captures the essence of what we strive to achieve through buyer persona profiling. A marketer who groks a buyer persona is capable of experiencing "The...
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E-Commerce Branding
December 1, 2007, 12:00am PST
Corporations are in need of quick and serious shock therapy to prod them out of the complacency of owning a few flashy Web sites. The exuberance that attended these early achievements fueled the...
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Fresh Or From The Can?: Why The Better Product Still Struggles In The Marketplace
December 1, 2007, 12:00am PST
Just because something is good for you, doesn't mean people will do it. Don't get blinded by the potential ROI of your product. Get out from behind your spreadsheet and start thinking like a...
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Get Results?: Or Get Approved?
December 1, 2007, 12:00am PST
Marketing is about representing the customer's view rather than the company view. Plenty of folks are talking about what is good and bad for the company; who is representing the customer? What are...
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Collateral Is No Way To Support The Sales Force
December 1, 2007, 12:00am PST
This paper explains with the help of scenario, that the best place to shorten the process is right at the start - to create a situation where the prospect and the rep can get down to business. You...
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How Can Product Managers Help Marketing?
December 1, 2007, 12:00am PST
Whether you as a Product Manager report into Marketing, Development, or another group, you play a critical role in helping Marketing position and explain the product so that the message resonates...
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How Data Can Turn You Into The Big Dog
December 1, 2007, 12:00am PST
The problem with marketing and sales is that they are the functions inside companies most likely to be driven more by emotions and anecdotal "Evidence" than they are by facts. The result is never...
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How To Conduct A Successful Webinar: A Presenter's View
December 1, 2007, 12:00am PST
One of the hottest new ideas made possible by the internet is the webinar. A webinar is a seminar presentation delivered and attended entirely over the web. The webinar makes a lot of sense for...
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Is Your Logo That Important?
December 1, 2007, 12:00am PST
Corporations, which have heavily relied on graphic design, logos and too many colorful themes while ignoring the real names, are facing some new challenges. As the logos have lost their power, the...
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Maintaining Customer Relationships
December 1, 2007, 12:00am PST
Every company needs a function to stay in continuous contact with the existing customer base. Someone must know which customer sites are available for reference calls, the state of their...
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Marketing And Sales Materials: Business First
December 1, 2007, 12:00am PST
Technology companies, since they are largely peopled by technically oriented individuals, often fall into the trap of creating marketing and sales materials that are overly focused on the...
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Marketing Is Work
December 1, 2007, 12:00am PST
At the end of the day, most marketers are internally driven. One-on-one recognition from management demonstrating an understanding of the marketer's strategies and tactics and how they directly...
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Migrating From A Product Manager To An Entrepreneur
December 1, 2007, 12:00am PST
Working as a product manager for an established product line hones your ability to look at the big picture, but there are other key factors you should consider as you dream of building the next...
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Navigating Uncharted Territory: How We Developed A Strategic Product Marketing Role
December 1, 2007, 12:00am PST
The trouble with the outbound role of product marketing is that we have an identity crisis on our hands - we're misunderstood, misguided, and misaligned - and as a result, great products are...
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Navigating Uncharted Territory: How We Developed A Strategic Marketing Role (Part 2)
December 1, 2007, 12:00am PST
Change is neither quick nor painless, especially when the goal is to make a meaningful, lasting impact on a company's structure and culture. And change doesn't happen overnight. The first big...
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Polishing Your Marketing Message
December 1, 2007, 12:00am PST
The effort to first define and develop the marketing message for your product usually takes place with a limited amount of research and input from customers, especially for new capabilities. For...
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Product Management And Product Marketing Activity
December 1, 2007, 12:00am PST
Where do product managers spend their time? Over 80% of product managers are monitoring development projects and writing market requirements. In addition, most product managers are involved with...
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Sales Leads Are Too Important For Just Sales People
December 1, 2007, 12:00am PST
Every salesperson loves leads. And marketing people spend lots of effort providing them. But too often, there's an artificial demarcation between the role of sales and that of marketing. This is...
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Search Engine Location
December 1, 2007, 12:00am PST
There are three locations on a web search page - Top, Middle and Down. A search engine report sometimes fits a single screen and other times it is a long list, about hundred feet long. Therefore,...
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Super Advertising Slogans & Super Costs
December 1, 2007, 12:00am PST
Advertising slogans or taglines pushing sales of new products are great for getting a customer's attention as they often tangle and hold them hostage for a second or two. Some taglines catch the...
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Ten Marketing Challenges That Can Make Or Break Your Business
December 1, 2007, 12:00am PST
This paper helps to identify and assess the company's current marketing efforts. The reader can rate his or her company with the help of the survey and target problem areas by understanding...
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The Art Of Panels
December 1, 2007, 12:00am PST
Most panels have audiences of 100 to 250 people; however, approximately 20,000 people watched Churchill Club's "Startup 2006" panel. More people probably watched this panel than any other panel in...
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The Mysteries And Future Of Websites
December 1, 2007, 12:00am PST
Websites have just completed a full circle of a hard struggle, and somehow survived where other traditional marketing tools and old principals failed big time. Now the same sites and domain names...
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There's A Reason No One Is Listening
December 1, 2007, 12:00am PST
The content published on most vendor websites and collateral ranges from useless to incomprehensible. If the author had a dime for every company that describes their high tech solution as...
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Tune Your Tools For Sales Results
December 1, 2007, 12:00am PST
If you want to rapidly and consistently help reps to achieve results, begin by learning the steps they take as they transform a lead into a customer: Meet with your sales managers to understand...
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Where Is The Good Advertising?
December 1, 2007, 12:00am PST
Most high-tech advertising is atrocious. Why? The author have two theories: most businesses don't have a distinctive competence; and any effective advertising is ruined by internal committees. Do...
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Building Product Management Credibility
December 1, 2007, 12:00am PST
How does one build strong credibility around the Product Management team in an environment where there is subtle tension between Product Management and Engineering? Unless you are in a rare...
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A Fact-Based Approach To Outsourcing For Product Managers
December 1, 2007, 12:00am PST
Outsourcing. The word itself polarizes forces between those who love it and those who loathe it. The word outsourcing invokes fears of the unknown, of losing jobs, of losing competitive advantage,...
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A Market Intelligence Primer
December 1, 2007, 12:00am PST
So what is Market Intelligence? In its broadest sense, Market Intelligence is the capturing of information relevant to a companies markets. In a more practical context, it is the gathering,...
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A Model For Metrics-Driven Feature Prioritization
December 1, 2007, 12:00am PST
In most companies, feature prioritization does have a basis in customer needs and requirements, but this information is typically collected rather anecdotally from a small number of customers and...
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Are You Decent?: The Naked Truth About Product Management Performance
December 1, 2007, 12:00am PST
Product management is typically thankless. A Product Manager (PM) is the first one called when there is a problem. When it is time to recognize team contributions, the PM usually does the...
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Avoiding The "Netscape Moment"
December 1, 2007, 12:00am PST
Competition in the technology industry is fundamental. Without it, we would never have seen the innovations and incredibly cool stuff that have informed, transformed, and improved our daily lives....
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The Secrets of Tuned in Leaders: How Technology Company CEOs Create Success (and Why Most Fail)
July 7, 2008, 12:00am PDT
Executives and staff at many companies already think they are tuned in (market-driven). Hey, the mission statement even says so! Yet, when one goes into these organizations and actually measure...
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The Dumbest People In The World
December 1, 2007, 12:00am PST
Corporate teams that are over dependent on research averages often see their marketing fail at a spectacular rate. Their new product introductions seem caught in a revolving door-what's in and...
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You Want To Start A Company. Where Do You Begin?
December 1, 2007, 12:00am PST
Find a problem, solve the problem, tell the world you solved the problem, and sell it-take these four key tips from and learn how to be market-driven. If you're market-driven, find a pervasive...
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We Built It But No One Came
December 1, 2007, 12:00am PST
Technology-driven companies still believe, "If you build it, they will come." Out of the brilliance of the engineers comes good fortune. If you want to become market-driven and create products...
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Working The Plan Using A Plan That Works
December 1, 2007, 12:00am PST
Software development organizations struggle mightily with planning their development efforts and sticking to the plan. Some Development departments fail to plan at all, other than following...
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Software Development Pitfalls: Requirements
December 1, 2007, 12:00am PST
Every culture has its blind spots and weak points that can trip it up despite its strengths and clear-sightedness. So, too, every industry struggles with common shortcomings that seem to grow out...
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Software Design: Seeing Vs. Thinking
December 1, 2007, 12:00am PST
Product Managers find themselves at the center of their company's debates and decisions on product design. They understand how crucial it is for the software to be well designed, so that it not...
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Software Development Pitfalls: Planning
December 1, 2007, 12:00am PST
When Product Managers push to accomplish their goals for a product - more sales, more customers, more profit - they must struggle to identify and overcome the obstacles and limitations of their...
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Pushed And Pulled: Development Vs. Production
December 1, 2007, 12:00am PST
Companies, in the drive to produce new capabilities in their software product and roll them out to the market, run into conflicting priorities. One priority is to keep Development producing new...
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Framework For Creating Effective Product Presentations
December 1, 2007, 12:00am PST
Product and marketing managers must provide a constant and up-to-date flow of information to the sales team, customers, and partners about the products they manage in order to facilitate the sales...
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Focal Point: Adding To Sales Discussions
December 1, 2007, 12:00am PST
Product Managers provide a unique role in a software company, something that may include skills in Sales, Marketing, and Development, but reaches well beyond the scope of any of those three...
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Effective Sales Presentations: Advancing The Sales Cycle
December 1, 2007, 12:00am PST
No sales presentation will be successful without aligning your sales and marketing organizations. With such goal-oriented cooperation in place, you can help your sales representatives succeed by...
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Achieving Success With Remote Software Demonstrations
December 1, 2007, 12:00am PST
The name of the game in remote demonstrations is interactivity! Your ability to attract and compel your audience's attention is your recipe for success. How many times have you been on the...
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The ROI Of Being Market-Driven
December 1, 2007, 12:00am PST
This paper helps you gain strategic visibility for the ROI (Return On Investment) of being market-driven. And while we can't calculate exactly what that figure is for your company, product, or...
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Even Steinways Get Out Of Tune
December 1, 2007, 12:00am PST
What's the difference between an ethical leader and a business leader? Are they mutually exclusive, a subset of each other, or one and the same? Like the best Steinway can get out of tune, we...
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Corporate Blogs For Technology Businesses: Authentic Marketing At Work
December 1, 2007, 12:00am PST
The rules for reaching your buyers through online communications have changed dramatically. Most marketers know and use several ways to tell their story on the web: email marketing and...
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2 Parts Enlightenment, 1 Part Truth, And A Smidge Of Creation
December 1, 2007, 12:00am PST
A colleague is preparing a competitive defense strategy, and talked to my team recently about what to do to prepare. We helped him in terms of process steps: the need to build a common data set,...
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Who's Driving Your Company?
December 1, 2007, 12:00am PST
Every company claims it wants to deliver value to its customers, be profitable, and establish leadership in its core markets. Such assertions seem only natural and one would expect to be presented...
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Where Should Product Management Be In The Company?
December 1, 2007, 12:00am PST
It's time for a re-organization. After all, it's been almost few months since the last one. But where should we put product management? It seems that many corporations try to solve internal...
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What Do I Do With All These Facts?
December 1, 2007, 12:00am PST
You understand that Nothing Important Happens In The Office. For the past six months, you've been vigilant about finding time and funding to get out. You've diligently recorded your observations....
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Using Force Field Analysis To Listen To Customers
December 1, 2007, 12:00am PST
Force field analysis is a simple tool to listen to your customers. But don't forget to report back to the group later on what you learned. If you discover new driving forces, these might be folded...
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Tips & Tools: How To Run Customer Focus Groups Successfully
December 1, 2007, 12:00am PST
Despite claims and ad campaigns to the contrary, many companies are doing a poor job of establishing productive dialogues with their customers. A simple but effective way to help remedy this is to...
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Time For Product Management
December 1, 2007, 12:00am PST
Are you pulled from one issue to another? Do you feel pressured into helping development, marketing communications, and the sales channel? Would you like some time to do some product management?...
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The Real Ideal: Strategy To Tactics And Back
December 1, 2007, 12:00am PST
Product Managers, because of the nature of their responsibilities, carry out the unique function of making strategies real and turning realities into strategy. Since they are often called upon not...
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The Product Management Triad
December 1, 2007, 12:00am PST
How many product managers do you need? What are their roles in the company? Is product management a support role for sales or marketing communications or development? Some product managers have a...
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The Fundamentals Of Revenue Forecasting
December 1, 2007, 12:00am PST
It is nearly impossible to predict annual revenues precisely, particularly for new products or businesses, but it is critically important for companies to create high-quality revenue budgets. To...
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The Four Phases Of Implementation
December 1, 2007, 12:00am PST
This paper explains four phases of implementation which is a helpful concept that one can take from customer to customer, project to project, and job to job to help remain focused on results when...
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Ten Things Product Managers Should Know About Sales
December 1, 2007, 12:00am PST
Product managers routinely support the sales process but many times lack enough knowledge to do this. This paper discusses ten things that Product Managers (PM) need to know about sales, the sales...
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Technology Assessment For A Better Strategy
December 1, 2007, 12:00am PST
"Strategy" is such an overused term in our industry. "Where's your strategy?" or "It's our strategic direction!" or "How do these tactics fit into the strategy?" Let's start over. Market-driven...
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Technical Sales Vs Marketing
December 1, 2007, 12:00am PST
It would appear that technical sales tend to target the person who is installing the product or using the service. It addresses issues like capacity, performance and compatibility. Whereas...
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Surviving Product Management
December 1, 2007, 12:00am PST
Product managers, through their efforts, have great potential to make a lasting impact on companies and entire industries. Exceptional product managers are marked by a passion to make their...
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Seven Ways To Acquire And Retain Customer References
December 1, 2007, 12:00am PST
Satisfied customers willing to serve as references for your new prospects often make the difference between winning and losing the sale. Getting and keeping those references, however, is a...
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Seven Things You Can Do To Improve Your Credibility On The Web
December 1, 2007, 12:00am PST
Web credibility - like personal credibility - is paramount, and deserves every businessperson's attention. As you consider how you can make your organization's web presence more credible, we...
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White Papers
Sample Product Manager Job Description
December 1, 2007, 12:00am PST
Hiring managers should be clear about the job responsibilities before hiring a product manager. This job description details the skills to look for in technology product managers. As Product...
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Sales Training: Revving Up The Troops
December 1, 2007, 12:00am PST
One of the duties that frequently falls to Product Managers is to train the sales force, getting it prepared to sell the product. As the person who has scrutinized and measured the market...
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Reconciling Maintenance And New Releases
December 1, 2007, 12:00am PST
One challenge facing a Product Manager is how to balance limited Development resources between the need for maintenance work on the one hand and for new capabilities on the other. Devoting too...
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White Papers
Product Strategy Doesn't Just Happen
December 1, 2007, 12:00am PST
Discover the need for developing a process to drive the development of your product strategy in order to achieve sustained growth. Explore both the key aspects and myths of successful product...
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Product Roadmaps
December 1, 2007, 12:00am PST
A product roadmap is a frequent request from the sales force and others in the company. "What's coming in the next release and the ones after that?" Long buying cycles common with strategic...
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Where Do I Begin?: A Product Triage
December 1, 2007, 12:00am PST
Many product managers find themselves in a new role, in a new company or with a new product, and wonder where to begin. There's so much to do! In every situation, there are more things to do than...
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White Papers
Product Management And Services
December 1, 2007, 12:00am PST
Professional services is the next challenge for product management. In many companies, definition of services is an ad hoc affair, nothing more than a rough guess of man-days committed in a...
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