13 best industrial marketing

Product features

Forward by Todd Olson, CEO and Cofounder, Pendo.io

Product management is hot. Why? A lot of reasons, not the least of which is the growing primacy of product, where many of our sources of modern competitive advantage are found in products that utterly delight customers. But I also credit Google and the wildly successful product management organization it has built. Perhaps without equal, Google has hired and trained wicked smart people who built some of the most recognizable and delightful products we all know and use. Many are now CEOs or venture capitalists—the power brokers in our current technology ecosystem. Much of the content around product management is driven by this hallowed community. I’m fortunate to work closely with two individuals with this pedigree and have encountered many more, and I’m qualified to say they are the real deal.

Yet, their background is different than mine. Google is a consumer-first company—at least in its early days. Some Google product managers have interacted with sales, but many have not. Much of the idealism that I read about is inspiring to me, yet it doesn’t reflect the reality that I’ve faced trying to be successful in my past. Not all of us live in a world where we can A/B test something in Google search and get millions of datapoints in an hour.

The reality is that enterprise or B2B product management is its own beast. And it’s an important one. Enterprise product management is driving our economy. We are designing the future of our human resources departments, our supply chain, advertising technology, data centers, and generally all major infrastructure.

As I read this book, I smiled. I smiled because the stories and ideas resonated so closely with my experience. This is a book written for me. Who am I? I’ve had the pleasure of being in enterprise product management since I began my career over 20 years ago. I’ve led product teams, and now I’m the CEO for a company whose customers (and users) are primarily product teams. These are my people. If you’re reading this, they’re likely yours, too.

But there’s no degree in enterprise product management—at least no degree that I’ve found. I’m very familiar with programs like Pragmatic Marketing and others that have some good training. But, until now, I hadn’t found content that perfectly captured the job of enterprise product management.

If you are an enterprise product manager, enjoy this. This may well become our 'bible.' If you aren’t an enterprise product manager, welcome. I’m biased, but I feel there is no better role. For me, it has been incredibly rewarding, an amazing stepping stone for any and all ambitions, professionally and otherwise. Other product people understand what I mean.

Enjoy.

Todd Olson, CEO and Cofounder, Pendo.io

Product features

Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Business Model Generation teaches you how to systematically understand, design, and differentiate your business model.

Value Proposition Design: How to Create Products and Services Customers Want

Value Proposition Design helps you tackle a core challenge of every business—creating compelling products and services customers want to buy.

Testing Business Ideas: A Field Guide for Rapid Experimentation

Testing Business Ideas explains how to increase the success of any venture by providing a practical guide to rapid experimentation.

The Invincible Company: How to Constantly Reinvent Your Organization

The Invincible Company shows how any organization can become unstoppable by managing a portfolio of existing businesses and by simultaneously exploring a pipeline of potential new growth engines.