It’s always easy to start pointing fingers when milestones get missed but frequently the place where it’s broken is not where you think it is. Say you go to a trade show where you get lots of leads but nobody wants to talk to you after the event. Did you have the right product for the right show? Was a trade show the most cost-effective way to reach your decision-maker? Was the message compelling to the target market? Was the product competitive and priced right for the application?
There are so many things that go into figuring out the right product mix. And, it’s easy to get it wrong. When things aren’t going as planned how do you fix what’s broken? For my clients we always go back to their customers. If you understand your customers’ buying process you’ll understand what hurdles you have to overcome to get their attention. You’re then better able to understand if the roadblocks you’re encountering are product based (product-market fit), marketing based or you don’t have the right sales process.
Staying abreast of changing market dynamics may mean that your best laid plans for features, pricing and so on need to change to remain competitive. By talking to customers you’ll get their feedback on how well the product works based on their expectations or other competitive solutions. You can ask them about pricing and what they’re willing to pay to achieve value for their business. You can ask them what is the best way to reach the decision maker in their company so that they can learn about new the tools that make it easier to do run their business.
In other words you don’t have enough information which is why it’s broken. You need to go back to the customer to figure out what’s missing and how to get it right. They’ll always tell you.