Streamline your B2b sales qualification for product management

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[Music] [Applause] [Music] um I think again there's no hard and fast rule because you know companies operate very differently in the B2B space as well I would say there are two types of companies one is more sort of B2B to see you know like companies like inmobi or fresh desk who still having like tons of users and they kind of act more as b2c companies uh and then there are Enterprise companies you know like your Oracles of the World um Microsoft is you know sort of evolving from how it used to function more as a traditional Enterprise company to more as a b2c company but you know Adobes your articles your uh intuits of the world are still uh you know are the more sort of Enterprise type of companies right so the there are a couple of key differences in your role as you know PM in like an Enterprise type of company and a b2c company uh very often in an Enterprise company uh a lot of your requirements will be driven by your clients or your key clients right if you are selling an oracles you know product Suite to someone if five of your top clients really want one particular feature or really want one enhancement in the product that really goes into your road map right so a lot of times the requirements are flowing through the clients rather than you know necessarily your end user research the second difference in Enterprise many times is that the release and the build Cycles are very long you know you might be working for 12 months on on uh you know Adobe Photoshop product before that update is released now that's very very different from a b2c environment right in in a BTC environment the release Cycles are usually 2 weeks so every 2 weeks you're shipping something new your users are using it you're learning from uh them and you know you are kind of internalizing their learning and then evolving your product uh so it's very very iterative in a b2c environment uh and there's a lot more room for experimentation testing with a smaller cohort Etc where in Enterprise where you know your build Cycles might be 12 14 16 months long and then you're really releasing that new big update to your end clients um another difference is that a lot of times in B2B or Enterprise space PMS also are more involved in what they call product marketing which is you know thinking about the marketing collaterals of your product because that's what you're really selling to Enterprise right so thinking about kind of product uh marketing collaterals you might even be involved in some cases in BD or sales personally uh in training new clients uh and also in some scenarios in Enterprise you actually might be the pnl owner um it's not uncommon in Enterprise for the product manager to be the final pnl owner of that uh uh product uh by the way by pnl I mean profit and loss owner so you are the one who's responsible for the profit kind of that is coming from that product uh in a b2c space that's usually less likely you know you'll usually have a marketing team you'll have someone who's the the p&l owner uh you will be giving directions to the marketing team on what you believe is the right way to take this product to Market and for users to adopt it um and if any communication needs to go around that but a lot of you know things like collateral creation Etc will be driven by more marketing people rather than necessarily by you um yeah so I think I think that's that's pretty much you know like key things to keep in mind while thinking from B2B to B b2c I think a challenge that people are trying to transition from Enterprise to b2c phase is that they're not able to convince potential employers that you know they can get out of that mindset of you know just working on a product before release for 12 months to suddenly this mindset of you know releasing every 2 weeks and being able to quickly learn and iterate and you know uh kind of keep evolving the product