“It’s all about setting up the right expectations with the company or the early user. So, it’s not just giving it to them. It’s about being clear about what you expect in return early in the process.”
– Neil Baron, B2B Product Management Consultant, Founder of Baron Strategic Partners
Join us for a critical discussion with Neil Baron and Rod Griffith, following their recent article in the Harvard Business Review (read it here) on extracting the full value of early user programs.
This episode unpacks the nuances of designing early user programs that go beyond mere functionality checks to validate problem-solving, target accuracy, and accelerate market readiness. The conversation delves into the importance of having a dedicated program owner (not a dictator) and the necessity of involving cross-functional teams to capture diverse perspectives.
Neil and Rod outline a five-step process for a successful program, from hypothesis definition and participant selection to setting clear expectations and leveraging feedback for product and go-to-market enhancements. Highlighting the tangible outcomes of well-executed early user programs, Neil and Rod share how these strategies have led to fast revenue times, increased sales confidence, and enhanced media coverage.
Key Takeaways:
1. Importance of Early User Programs: The discussion highlights the significance of early user programs in understanding market problems that a product can solve. It emphasizes that these programs should not be viewed in isolation but as part of a holistic approach to product development and market understanding.
2. Cross-Functional Collaboration: For an effective early user program, there needs to be cross-functional input and it should be considered as a critical step in the process. This requires buy-in from senior management and proper incentivization across the organization.
3. Value Proposition and Feedback: Early user programs are not only about the product, but also about understanding the customer experience, the messaging, and the value proposition. It’s vital to set up a give-and-get relationship with early users, ensuring they understand the benefits they will get, and the company gets valuable feedback and data.
ABOUT OUR GUESTS:
Neil Barron is the founder of Baron Strategic Partners, a consulting firm that helps B2B companies accelerate growth. He is also involved in running two forums for product executives, the Product Leadership Council in conjunction with Pragmatic, and the Boston Product Executive Forum, which is run in conjunction with the Boston Product Management Association.
With a wealth of experience in product leadership and management, Neil is passionate about helping companies create effective strategies for success.
Rod Griffith is the Chief Client Officer and Co-Founder of MarketReach, Inc., a B2B marketing services company that designs and manages marketing programs, campaigns, and sales tools for a variety of technology companies. With a background in computer industry segment management and product management, Rod uses his experience to help companies translate their strategies into practical and successful market-facing activities. He is deeply involved in sharing his insights and learnings through various forums, including the Product Leadership Council and collaborations with Pragmatic.
ABOUT PRAGMATIC INSTITUTE:
Since 1993, we’ve provided training and professional development for product, design, and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and proprietary Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team efficiency, and boost revenue.
Our online, in-person, and on-demand courses are taught by industry experts with decades of experience at top companies like Microsoft, Cisco, Dell, Hallmark, Quaker Oats, and Dun & Bradstreet. We offer individual course training in product, design and data, and certification tracks for Product Management Certifications, Product Marketing Certifications, and the Pragmatic Product Master Certification. All attendees gain access to the Pragmatic Alumni Community, a network of over 30,000 alumni worldwide.
If you’re looking for product management or product marketing training or are pursuing a product marketing certification or product management certification, browse our certification paths at https://www.pragmaticinstitute.com/product/.
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