Full Loop Collaboration Between Product Administration & Buyer Success

Final week on the Totango Buyer Success Summit, one couldn’t assist however discover the overwhelming theme that buyer success has turn out to be a company-wide tradition wherein everybody should take part. Half of the subjects on day one of many convention mirrored this. For instance, one of many roundtable subjects that I participated in was known as, “How collaboration results in larger affect.” We spent a number of time speaking about the best way to enhance collaboration between product administration and buyer success, which is urgently wanted. 

In accordance with a 2022 survey from the Expertise Companies Trade Affiliation (TSIA), 61% of respondents stated that the handshake between product administration and buyer success is both poor or honest. 


This poor relationship negatively impacts prospects and the enterprise, however not by the fault of anybody crew. Product administration is creating buyer worth. Buyer success is delivering buyer worth. Each with nice intentions

The issue is that every perform is busy with their very own actions and never [always] working collectively to collectively create AND ship worth to prospects. 

On this publish, I describe two methods to enhance collaboration between buyer success and product administration for the good thing about the shopper.

Submit Buyer Concepts Immediately and With Context

On the one hand, product groups need all of the concepts they will get from prospects. However, product groups don’t simply need a laundry record of characteristic requests. When a product crew asks, “Please ship us buyer concepts and suggestions,” the record grows till it turns into ignored leaving CSMs and prospects to marvel, “Why gained’t the product crew ship something that prospects need?” 

One solution to clear up this drawback is for product groups to design an consumption course of in order that buyer success can submit concepts straight into the product instrument and tag buyer suggestions with present firm targets, priorities, product themes, time-frame expectations, and anything that could possibly be useful for product to know the context of the suggestions or request. 

Tips on how to Do This in Dragonboat

Product groups could make the Dragonboat Suggestions Module obtainable to all customer-facing groups (free customers). This allows buyer success to enter concepts straight and label every thought with the required metadata to offer context to the concept; for instance, related product, buyer’s desired end result, precedence, desired time-frame, present roadmap themes, and extra. One may even create customized fields and pre-populate them with present “buyer issues” this concept solves.

Empowering buyer success to offer predefined context to buyer suggestions does two issues:

  1. Helps buyer success translate what the shopper needs to what the product crew is presently fixing for
  2. Offers the product crew the liberty to concentrate on fixing these issues somewhat than reacting to characteristic requests  

As soon as buyer success begins including concepts with context straight into Dragonboat, the product crew can use the Suggestions Insights reporting to see tendencies, themes, and connections between the entire concepts. Product groups can see which, and what number of prospects have concepts associated to the highest precedence product theme or ache level the crew is prioritizing this quarter and subsequent. Seeing patterns like this, the product crew can instantly consolidate and “hyperlink” these concepts to roadmap objects…all in Dragonboat. 

This concentrate on outcomes retains groups away from falling into the “construct entice.” 

Talk Progress in Actual-Time

The consumption course of is simply one-half of the complete loop. Asking for suggestions after which not speaking again on the way you addressed the suggestions is worse than not asking for suggestions in any respect. 

Simpler stated than accomplished. 

Most product groups wrestle with this as a result of speaking progress means spending hours and hours creating, updating, and sharing slide decks and spreadsheets solely to seek out out that both nobody reads them or the individuals who do need completely different data.

Product groups ought to have the ability to create easy views, straight out of their instruments, and share the suitable data to the suitable stakeholder for real-time updates. The issue in fact is that product groups use software program that nobody else has entry to. Therefore the slide decks and spreadsheets. 

Tips on how to Do This in Dragonboat

The beauty of doing this in Dragonboat is that you’ll not should create standing updates on slide decks and spreadsheets. Product groups can create views in Dragonboat that particularly present progress on buyer suggestions as they relate to present roadmap objects. Progress can embody lifecycle phases, time frames, predicted supply dates, and objects which are delayed or in danger. Buyer success managers can have a look at these views earlier than every buyer assembly and be extra proactive with buyer communications. 

When there are questions, product and buyer success can talk with one another asynchronously in Dragonboat and within the context of the roadmap objects or buyer thought. No want for conferences and advert hoc progress stories.

Design a Full Loop Buyer Suggestions Consumption-Progress Course of

Product administration and buyer success need the identical factor: create and ship worth to prospects. This shared purpose typically will get misplaced after we design our organizations, instruments, and processes with out collaboration in thoughts. Dragonboat can deliver product and buyer groups collectively in pursuit of long-term buyer worth.  

If you wish to learn the way Dragonboat may help enhance collaboration between product administration and buyer success, discuss to us.

Dragonboat is the quickest rising product portfolio platform for outcome-focused groups to strategize, prioritize, plan and ship merchandise that drive enterprise outcomes. With Dragonboat, product groups can join OKRs, buyer insights, and product initiatives in a single supply of fact PPM platform. 

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