Launching a product is fireproof where all the assumptions, validation tests, and hard work done by many people have to pass the most complicated exam, the customers.

Many mistakes can be made during the process, but there are common mistakes that every product manager should avoid especially in B2B products. Pay attention to them and you will have more probability of success.

• Mistake 1: Don’t consider all user personas. In a B2B product, people that use the product usually differ from people that buy the product or influence the decision. There are different personas and we should pay attention to all of them, add value to all, and have a specific copy for each one.
• Mistake 2: Don’t partner with sales and marketing. Partnership with the rest of the teams involved in the sales process is critical for success. Work together to define and improve continuously the sales journey, adapting the sales material and messages provided to your customers, defining KPIs that measure how you are doing, and making retrospectives to evaluate them and correct the process if needed.
• Mistake 3: Don’t get feedback from customers. During your product launch, you won’t know if the message and the ways you contact and develop the sales process are going to work. Create a funnel of the whole process, measure the efficiency, get feedback from the customers to find what could be not working, and iterate for fine-tuning.

Product management doesn’t finish when you ship your product into production, is an end-to-end process from the discovery until the post-sales process. Don’t forget this aspect and create strong relationships with all your stakeholders to achieve a better impact in the market.