Hi Deepak, great article talking about ills of adoption plaguing esp B2B space.
on the 2nd point of lack of awareness I wanted to talk of some root causes i found in large product organizations. I like call this the product awareness paradox.
corporate marketing always pushes the next new shiny thing, but customer on the adoption journey is stuck on earlier issues - so there's a clear disparity here, between what's being said and what's needed.
the customer is not listening and connecting things always - between feature release announcement and their actual needs in the enterprise. e.g. there maybe a whole revamp of a ui in a b2b application making things easier but the customer has not moved to this as they didn't realize it saves them time, or it needs to be corporate approved.
customer has to go through many levels to get an answer to a question - they won't go through support requests usually for knowing more on a product, they will contact the account exec, who in turn reaches out to marketing/sales and then this goes to outbound/inbound pm. this increases cycle time to get answers, and also mistaken asks, expectations (chinese whispers!)
the customer searches for a feature in their own words, describing the problem but the search may not yield results unless the right terms are used. in some cases the generic terms like change management may yield many more results causing confusion. the search needs to be more 'context-aware' - rather than a plain search engine, a LLM could be a better approach to use. the product companies should feed their doc sets into public domain llm's.
Hi Deepak, great article talking about ills of adoption plaguing esp B2B space.
on the 2nd point of lack of awareness I wanted to talk of some root causes i found in large product organizations. I like call this the product awareness paradox.
corporate marketing always pushes the next new shiny thing, but customer on the adoption journey is stuck on earlier issues - so there's a clear disparity here, between what's being said and what's needed.
the customer is not listening and connecting things always - between feature release announcement and their actual needs in the enterprise. e.g. there maybe a whole revamp of a ui in a b2b application making things easier but the customer has not moved to this as they didn't realize it saves them time, or it needs to be corporate approved.
customer has to go through many levels to get an answer to a question - they won't go through support requests usually for knowing more on a product, they will contact the account exec, who in turn reaches out to marketing/sales and then this goes to outbound/inbound pm. this increases cycle time to get answers, and also mistaken asks, expectations (chinese whispers!)
the customer searches for a feature in their own words, describing the problem but the search may not yield results unless the right terms are used. in some cases the generic terms like change management may yield many more results causing confusion. the search needs to be more 'context-aware' - rather than a plain search engine, a LLM could be a better approach to use. the product companies should feed their doc sets into public domain llm's.
Thanks for the details. Spot on.