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Product Team Alignment Part 1

May 9, 2024

Following my previous post on Linkedin, I want to dive a bit deeper into one of the core tenets of my approach as a product manager at Sabrulo: the critical importance of alignment between stakeholders in a business.

In the dynamic tapestry of product development, two threads must intertwine seamlessly for true success: our stakeholders’ vision and our customers’ needs.

Balancing these occasionally divergent paths is more an art than a science, one that requires empathy, strategy, and effective communication within the business.

Why Alignment Matters

Unified Direction:Alignment ensures that everyone, from your development team to your sales force, is moving towards the same horizon.

  • Always ask ‘why?’. This is such an important question for PM’s
  • Get on the same page as those around you by adopting frameworks such as OKR’s that can assist in team focus and alignment.

Enhanced Product Value: Products that reflect both stakeholder goals and customer desires tend to stand out in the market. Making sure you align a company strategy to your product strategy will ensure you embody a shared vision that resonates on multiple levels, offering solutions that are not just effective but deeply relevant to NOW.

  • Fall in love with the problem. Always ensure you are solving the right problem, and then focus on solving it the right way. Experiment, experiment, experiment until you get it right. Have a look at the Product Kata framework as an example.
  • Trust the data, and use this to make decisions and measure success. If you are not measuring, you are guessing.

Increased Satisfaction: When stakeholders and customers feel heard and their needs are met, satisfaction skyrockets. This isn’t just about making a sale; it’s about building relationships that foster loyalty and trust over time.

  • Ensure you build strong relationships to connect, understand and build empathy for those around you.
  • Listen to those around you. Your influence is measured through value creation and outcomes……context you will only gain from customers and stakeholders.

As a Product Manager you will often find that you have both internal and external customers. The stakeholders in your business represent your internal customers and managing your relationship is key to alignment that will directly impact your ability to drive value and deliver outcomes for external customers.

Navigating Alignment

Achieving this alignment is no small feat. It requires:

  • Open Dialogue: Encourage continuous conversation between stakeholders and customers. Use surveys, feedback loops, and direct engagement to understand and reconcile their perspectives.
  • Transparent Processes: Keep the development process and ‘why’ transparent. Share strategy, updates, celebrate milestones, and be honest about challenges. Visibility breeds confidence and trust.
  • Flexibility: Be prepared to pivot. The path to alignment is rarely straight; it’s filled with learning and adaptation. Stay open to changing course as you gather more insights.
  • Audience awareness: Adjust the way you present and the format it is presented. Is a roadmap more relevant than a release plan?

My Philosophy

Have you ever been asked ‘how do you handle conflict in your team?’ or ‘how do you prioritise work?’

If you manage the alignment in your business, to the strategy, to your stakeholders and to your customer, both conflict and prioritisation can be managed before it becomes a problem.

I view my role as Product leader and Product manager as a bridge builder – connecting the aspirations of our stakeholders with the real-world needs of our customers. It’s about finding that sweet spot where visions align, and true value is created.  While the bridge-building process can be complex, the results – products that truly make a difference – are incredibly rewarding.

In Product Team Alignment: Part 2 I will discuss how to use a VALUE framework to create a holistic approach to alignment, all underpinned by a data-driven, outcome-oriented culture fostered by OKRs and PLG.

I’m curious to hear your thoughts and experiences in navigating this alignment. How do you ensure that stakeholder and customer paths converge in your projects? Let’s keep the conversation going!

#ProductManagement #CustomerAlignment #StakeholderEngagement #ProductDevelopment #Sabrulo

*This post has used a combination of my thoughts, fears, links, research, AI, experiences and ideas.