10 Steps to Implementing B2B Product Management: The CEO Playbook offers an unprecedented, no-holds-barred look at how CEOs should be instituting the product management function - and reveals the reasons why they get it wrong. Whereas the bulk of the other product management resources are directed to product managers of B2C products, this brief book uniquely addresses the needs of the CEO when introducing product management in their B2B company. 

Jim Berardone examines how B2B business models have a profound impact on the product management function. In working over two decades with CEOs of different sized early-stage and established technology businesses, Berardone notes that smart, savvy CEOs can often struggle when it comes to making product management work. They get suggestions from trusted friends, teams, board members, investors, and others offering lots of ideas and advice on approaching product management. Yet, part of the challenge is there are many variations in the ways product management is implemented; there is no single way nor should there be. Off-the-shelf solutions don’t work. Berardone argues, “Every company’s situation is unique with its own business goals, strategies, business model and customer value propositions,” and every CEO needs to make-to-order their own, distinct product management solution. 

10 Steps to Implementing B2B Product Management guides CEOs and other executives in the organization through the complex process of creating a customized, formal product management function. It has been created to help CEOs avoid common mistakes most organizations make when initiating a product management function. He challenges some widespread beliefs in this field. And, it’s intended to reduce the typical pain and pitfalls associated with product management.