Jeff Lash

VP, Group Director

Forrester Bio

Author Insights

Blog

“Going Agile” In Marketing – How Is It Different?

Jeff Lash November 4, 2016
  • More organizations are interested in applying agile approaches to marketing
  • Applying agile to marketing differs in three key areas from product development
  • Organizations need to understand and plan for these differences
Read More
Blog

Three Tips for Aligning Product Management and Product Marketing

Jeff Lash October 27, 2016
  • Over the past several months, I’ve led several roundtables on how to align product management and product marketing
  • One crucial aspect of aligning these functions is a standard, agreed-upon process for innovating and bringing products to market
  • Here are three practical tips for aligning product management and product marketing that came out of these roundtables
Read More
Blog

Product Management in 2017: What Does the Future Hold?

Jeff Lash September 16, 2016
  • SiriusDecisions has identified five planning assumptions that should drive the agenda of product management leaders in 2017
  • Addressing these areas can help establish and reinforce product management’s role as a strategic leader within the organization
  • Learn more about these trends by downloading the SiriusDecisions Product Management Planning Assumptions for 2017
Read More
Blog

Product Management Tools: One Company’s Journey

Jeff Lash April 28, 2016
  • More product management teams are interested in using purpose-built technologies, but are unsure how to best select and implement one
  • Russ Hammond shares the story of his product team’s journey from “general” tools to those designed specifically for product managers
  • Testing several tools and planning for future growth and changes can help product teams select the technology that best fits their needs
Read More
Blog

Product Roadmaps: A Revolutionary New Approach and Name

Jeff Lash April 1, 2016

Read More
Blog

How Product Teams Understand Customer Needs for Innovation

Jeff Lash March 29, 2016
  • SiriusDecisions has been conducting research on how product teams should identify and prioritize customer needs for innovation and go-to-market
  • Our new survey provides the chance to give input on the processes and techniques product managers and marketers use to understand customer needs
  • Our research shows that organizations struggle with defining responsibilities and establishing a consistent process for understanding needs
Read More
Blog

Battery Ventures Talks Product Management Tech

Jeff Lash January 20, 2016
  • Historically, product managers have had less designated applications than their counterparts in sales and marketing
  • This market is growing with new vendors and solutions hitting the market in the last 18 months
  • However, adoption is still low, with only 13 percent of product managers using these tools, according to a SiriusDecisions study
Read More
Blog

Improving Product Management in 2016: Strategy vs. Technique

Jeff Lash January 11, 2016
  • No matter how good your technique is, without strategy, you aren’t likely to win
  • Technique is knowing how to hit a lob; strategy is knowing when to hit a lob and when not to
  • Leaders looking to enhance the performance of their product management function should focus on five sets of behaviors
Read More
Blog

Product Management Tools and Technology 2015

Jeff Lash November 19, 2015
  • Product managers use a wide variety of tools and technologies as part of their job
  • There are applications designed specifically for product management use
  • Most product managers are not using product management-specific tools as part of their daily work
Read More
Blog

The ABCs of Product Management Technologies

Jeff Lash November 19, 2015
  • Only 13 percent of B2B product managers use product-management-specific applications regularly
  • The main reason they don’t use product management tools is that they don’t even know that they exist
  • There are four categories of tools; idea management; concept testing; planning, prioritization & roadmapping; and product engagement
Read More
Blog

Understanding Buyer and User Needs: The SiriusDecisions Perspective

Jeff Lash September 21, 2015
  • One of the key elements underpinning any successful product, service or solution is that it addresses buyer and user needs
  • Many B2B organizations struggle to identify these needs, despite their best efforts
  • Some companies recognize that understanding needs is vital to success but lack an appropriate process to identify needs
Read More
Blog

Product Manager vs. Product Owner in Agile: One Person or Two?

Jeff Lash August 17, 2015
  • The product owner role was established by scrum, a type of agile methodology most often used for software development
  • Should the same person be both product manager and product owner, or should these be roles filled by two different individuals?
  • Our view is that both approaches have benefits and drawbacks, and either approach may be appropriate in a variety of circumstances
Read More
Blog

Minimum Viable Products Don’t Replace Product Requirements – They Help Identify Them

Jeff Lash July 27, 2015
  • An MVP approach is one good way to learn what the product must provide or do in order to meet market needs
  • Product managers then need to capture what they have learned in a product requirements deliverable
  • Product requirements are used during the development process and for related areas such as training and support
Read More
Blog

Don’t Prioritize Features Based on Development Cost

Jeff Lash April 21, 2015
  • Product managers must decide what features and enhancements to add to an offering
  • Product managers usually have a long list of ideas from a variety of sources
  • They also must score each idea to separate the good from the bad and prioritize the good ideas for development
Read More
Blog

Solution Marketing Competencies

Jeff Lash April 16, 2015
  • Several skills, behaviors and knowledge necessary for moving from product to solution selling
  • This include cross-functional collaboration, buyer understanding and internal company knowledge
  • Here is an organized way to think about each of these essential areas
Read More
Blog

Identifying Non-Customers for “Customer” Interviews

Jeff Lash March 18, 2015
  • Many product managers admit that don’t have nearly enough understanding of non-customers
  • Understanding why other buyers purchase from a competitor or haven’t chosen any available product provides valuable perspective
  • Gaining access to non-customers for interviews often requires a creative approach
Read More
Blog

Infographic: Product Management Tools and Technology 2015

Jeff Lash December 9, 2014

This infographic summarizes our research for available tools and technologies for product managers. Find out more.

Read More
Blog

Product Management Tools: The 2015 SiriusDecisions SiriusView to Product Planning, Prioritization and Roadmapping Applications

Jeff Lash December 8, 2014
We are pleased to announce the release of the SiriusDecisions SiriusView “Product Planning, Prioritization and Roadmapping 2015.” The SiriusView covers 11 vendors whose offerings are designed to assist product managers with developing product plans, prioritizing features and enhancements, and maintaining and communicating product roadmaps.  Clients of the SiriusDecisions Product Management advisory service can access the full […]
Read More
Blog

Top Challenges for Product Management in 2015

Jeff Lash November 12, 2014
We’ve recently been conducting research into the top priorities of product management leaders. During our webcast “Priorities for Product Management Leaders for 2015,” we discussed these priorities and approaches that product management leaders should employ to address challenges. However, we also wanted to share some of the high-level results here, as they provide good insight […]
Read More
Blog

Common Mistakes in Implementing a New Product Management Framework

Jeff Lash October 24, 2014

Through our daily conversations with B2B product management leaders, we gain a lot of insight into their priorities and the challenges they face when helping their organizations improve and grow.

Read More