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In marketing literature, the implementation of a market- and customer-centric mindset is usually the responsibility of an all-encompassing marketing unit. However, this is only the case for a fraction of B2B companies. Rather, important market- or customer-oriented decisions are often anchored in product management. This article recognizes the function of product management in terms of its marketing relevance, shows how it can help align B2B companies cross-functionally to be customer- and market-oriented, and provides recommendations for its design.

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Product Management as an Enabler of a Market- and Customer-Oriented Mindset in B2B Companies

  • 章节

  • 发表日期：

    2025年

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  • Hannes Huttelmaier,
  • Julia Heigl

摘要

In marketing literature, the implementation of a market- and customer-centric mindset is usually the responsibility of an all-encompassing marketing unit. However, this is only the case for a fraction of B2B companies. Rather, important market- or customer-oriented decisions are often anchored in product management. This article recognizes the function of product management in terms of its marketing relevance, shows how it can help align B2B companies cross-functionally to be customer- and market-oriented, and provides recommendations for its design.