The Art of Balancing Product Strategy and Sales Requests
As a product manager, you’re likely no stranger to the sudden Slack message from a sales rep, requesting a feature that a big customer just asked for on a call. While it’s tempting to dismiss the request if it doesn’t align with your product strategy, it’s essential to pause and consider the potential opportunities hidden within.
Why Sales Requests Often Diverge from Product Strategy
The disconnect between sales and product teams is a common phenomenon. Sales reps are driven by quarterly quotas, focusing on high-level benefits and features to close deals quickly. Product managers, on the other hand, plan projects that span months or years, delving into the finer details of functionalities and workarounds. This disparity in timelines and granularity can lead to differing priorities.
Additionally, sales teams interact with customers daily, facing pressure to meet their demands. Product teams, insulated from this pressure, may prioritize differently, but are also more distant from customer needs. Understanding these differences is crucial to finding a balance between product strategy and sales requests.
Ineffective Strategies for Managing Sales Requests
As a product manager, it’s essential to avoid common mistakes when handling sales requests. These include:
- Providing vague assurances, such as “I’ll add it to the roadmap,” without context or timelines
- Ignoring sales requests, potentially missing out on valuable customer insights
- Building exactly what sales asks for, without considering the broader product implications
Effective Strategies for Managing Sales Requests
To navigate sales requests successfully, follow these steps:
- Truly Hear the Sales Request: Ask questions to understand the customer’s problem, such as how many customers have requested the feature, the revenue impact, and whether it’s a blocker to success.
- Talk to Customers Directly: Engage with customers to gain a deeper understanding of their needs and identify potential solutions that align with your product strategy.
- Conduct a Cost-Benefit Analysis: Weigh the pros and cons of implementing the requested feature, considering the potential benefits and drawbacks.
- Communicate Clear Prioritization: Provide sales reps with a clear understanding of whether and when the feature will be implemented, giving them closure and a tactical approach to handle customer requests.
- Stand Your Ground, Until New Information Surfaces: Be prepared to revisit your decision if new information emerges, such as changes in the market or customer needs.
By adopting these strategies, you’ll be better equipped to balance your product strategy with sales requests, ensuring that you’re building a product that meets customer needs while driving business growth.