The Forrester Blog For Technology Marketing Professionals
This blog is a roll-up of all the posts from analysts who serve Technology Marketing Professionals. Individual analyst blogs are listed below. Visit Forrester.com to learn how we make Technology Marketing Professionals successful every day.
Service companies definitely understand business problems better than product companies. Case in point: I've been talking a lot lately to both kinds of companies about innovation. When you ask vendors the question, "How do you approach the innovation process?" service companies, on average, say something about business problems first. Product companies, on average, talk about technology.
By no small coincidence, many product companies are now trying to figure out the kind of solutions in which they might play a role. That question has two sides:
Any PM who has worked with customers extensively learns how to deal with the hard cases. There are different species of difficult customers, such those who exaggerate every problem to the level of a showstopper, or the ones who think there's only answer to every implementation question.
After an unintended hiatus, we're back! This week, Mike Marfise of Jive Software tells us how the tech industry's understanding of innovation has matured. Plus, a good example of how to use social media to share product details and plans with your customers. (c) 2010 Tom Grant.
As anyone who has worked on component technologies can tell you, the time in which you should treat your product as something that can stand on its own is limited. The tricky part is figuring out when that transition should occur—and that's where people in product marketing and product management can really earn their paychecks.
Getting dismally sick over the holidays had an upside. An incredibly geeky upside, the sort only someone doing research about social media could care about, perhaps. But it was a good occasion to test a hypothesis.
Most fields of study start with classification. The important precursor to any theory, middle-range or grand, is putting what you're studying into conceptual buckets that help organize the topic in meaningful ways. That's where the study of product management and product marketing started, and that's where it has stayed for the last several years. (For more discussion on that point, click here.)
Those conceptual buckets are important, for a variety of very practical reasons. For example, any theory of PM needs to exclude things that are not PM-related. As any of us who have been in the PM profession knows, defining the boundaries of PM has been difficult. The specialized consulting firms, such as Pragmatic Marketing and Sequent, have done a good business helping their clients sort out what their PMs should and shouldn't be doing.
Stephen Liu and Petra Neiger of Cisco explain how their serious game, myPlanNet, illustrates Cisco's 25 years in the networking business. And it's an amazingly successful marketing tool. Plus, a quick pointer to a site that suggests how to get lots and lots of user-generated content. (c) 2009 Tom Grant.
When you're start working in an unexplored field of study, such as PM in the technology industry, it's tempting to propose the Grand Theory Of Everything (GTOE). It's also the worst possible time to develop a GTOE.
Opinion is cheap Two years ago, when I started this job, I knew I'd have a full research agenda. Very few people took on the job of pundit, arguing for a particular vision of how the PM function should work. Even fewer had any hard data on how it actually does work, in practice. Before making any sweeping statements about the profession, I needed to fill in some big empirical holes.
Our guest, Marie Kalliney of Ultimate Software, describes their innovative PM team structure that just makes sense. Plus, some quick news about the PM open house and upcoming research. I also ponder a curious omission in some corners of the blogosphere. (c) 2009 Tom Grant
Welcome back from your long weekend of tryptophan-induced torpor! This Thursday, December 3, we're hosting our second open house for product managers and product marketers at Forrester's office in Foster City, CA. These are monthly informal discussions in which the usually blabby analysts take more of a supporting role, kicking off the discussion and dropping, where appropriate, insights from our research on the topic du jour.
This month, the topic is Agile adoption in the technology industry. Specifically, we're going to discuss the effect that Agile adoption in the development team has on the rest of the company. A few examples of the questions that we often hear include...