Are Your Product Decisions Commercial Enough? with Elisabeth Ling скачать в хорошем качестве

Are Your Product Decisions Commercial Enough? with Elisabeth Ling

Elisabeth Ling, product advisor and former product leader at PayPal and eBay, joins Hustle Badger to tackle a question most product teams avoid: are your product decisions commercial enough? Drawing on 25+ years in product and tech, including leading product at RELX/Elsevier with over £1bn in revenue, Elisabeth shares three practical frameworks for connecting product work to commercial outcomes in B2B. This session is essential viewing for product managers, product leaders, and founders who want to move beyond feature factories and start driving real business growth. KEY TAKEAWAYS Product teams must hold two things in mind at once: the value you create for users and the value you capture commercially. Obsessing over one without the other leads to products that are loved but not viable A simple back-of-the-envelope calculation of the average commercial value per sprint can be a wake-up call. Many teams discover they are missing one or two zeros from what is actually needed to hit growth targets In B2B, product teams should be building against next year's commercial targets, not this year's, because lead times of 6 to 12 months mean today's work needs to land ahead of the sales cycle Discovery is not about ticking boxes across every framework. It is about identifying the single biggest risk you know nothing about and tackling that first Product and tech spend typically runs at 15-25% of ARR, making every sprint a significant investment. Treating product decisions like informed bets, not feature requests, is how you stay commercially sharp The BCG matrix applies at every level, from portfolio strategy down to how you allocate a single squad's time. Being ruthless about where you deploy effort is the unlock Cross-functional alignment with sales, customer success, and leadership is not optional in B2B. Product is a team sport, and the best onboarding for a new PM might be six months embedded with the sales team Fall in love with the problem, not the solution. If you stay attached to the problem, strategic reallocation of resources becomes much easier CHAPTERS 00:00 Intro – Are your product decisions commercial enough? 03:34 Value creation vs value capture: holding both in your head 07:55 Framework 1 – Computing the commercial value gap per sprint 13:03 The one thing to remember: be honest about the size of commercial traction you need 15:03 Framework 2 – Discovery done right: tackle the biggest unknown risk first 19:58 Framework 3 – Deploying effort ruthlessly using the BCG matrix 25:11 What good looks like: six traits of commercially savvy product teams 28:44 Q&A – How to keep commercial sizing simple and aligned with sales LINKS AND RESOURCES Elisabeth Ling LinkedIn:   / elisabethling   Elisabeth Ling website: https://www.elisabethling.com/ Hustle Badger website: https://www.hustlebadger.com Webinar recordings:    / @hustlebadger   Register for future Hustle Badger webinars: https://lu.ma/hustlebadger Hustle Badger LinkedIn:   / hustle-badger   Ed Biden LinkedIn:   / edbiden   Books referenced: Competing Against Luck by Clayton Christensen: https://www.amazon.com/Competing-Agai... Inspired by Marty Cagan: https://www.amazon.com/INSPIRED-Creat... Dealing with Darwin by Geoffrey Moore: https://www.amazon.com/Dealing-Darwin... HASHTAGS #ProductManagement #B2BSaaS #ProductStrategy #CommercialProduct #ProductDiscovery #ProductLeadership #StartupStrategy #ScaleUp #ProductMarketFit #MartyKagan #JobsToBeDone #BCGMatrix #ProductOps #B2BProduct #SaaSGrowth #ProductAdvisory #RevenueGrowth #ProductDevelopment #TechLeadership #HustleBadger