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Guest Post: Voice of the Market vs. Voice of the Customer Ñ On Product Management

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  • Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success.  Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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Voice of the Market (VoM) is different in that it incorporates input from the greater market. The market contains not only your customers, but also those who chose not to buy your solution Ð those who bought someone elses product and those who just didn’t make a decision.

VoC is a subset of VoM because your customers are included as a part of the overall market. It’s important to think about VoM (and just VoC), because it’s important to understand why people didn’t buy your product. Focusing only on customers (VoC) will only give you part of the picture.

via Guest Post: Voice of the Market vs. Voice of the Customer Ñ On Product Management.

Nice piece by Jennifer Doctor on why Voice of the Customer only addresses part of the market.

Author

  • Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success.  Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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