What constitutes a customer need? Though the concept of a need may seem so fundamental that it doesn’t need to be described, SiriusDecisions research reveals that companies struggle to understand, synthesize and act on needs because they lack a common definition of exactly what a need is. A good needs description encapsulates the customer’s desires and is actionable for product and marketing teams.
In our research, we found many variations in the ways that product managers and product marketers describe customer needs, but the three types that appear most frequently are, unfortunately, the ones that should be banished for the problems they cause in innovation and go-to-market efforts. Let’s take a closer look at the three ways to avoid defining needs.
Now that you’ve seen the types of need statements to avoid, let’s look at what your organization should adopt as the common standard.
Using this needs definition ensures that your need statement will capture and describe customer needs in a way that enables product management to evaluate the potential innovation efforts that could address the need. Marketers can achieve better messaging resonance and campaign results when they understand the business value and impact of the customer need. The SiriusDecisions Needs Aperture is a breakthrough new approach that b-to-b organizations can use to identify and prioritize customer needs– and then use those needs to drive innovation and increase go-to-market effectiveness.
If you’re a client and were not able to attend the webcast “The Art and Science of Identifying and Prioritizing Customer Needs,” where my colleague Jeff Lash and I introduced a new framework and process that b-to-b companies can use to define, anticipate and address customer needs, please contact your SiriusDecisions account team for more details about accessing the presentation on demand. If you’re not a client, contact us for more information.