{"id":4021,"date":"2023-04-06T13:31:16","date_gmt":"2023-04-06T17:31:16","guid":{"rendered":"https:\/\/canny.io\/blog\/?p=4021"},"modified":"2024-11-01T19:13:31","modified_gmt":"2024-11-01T23:13:31","slug":"why-sales-need-to-be-involved-in-product-prioritization","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/why-sales-need-to-be-involved-in-product-prioritization\/","title":{"rendered":"Why sales need to be involved in product prioritization"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">When it comes to deciding what to build, prioritization is key. Especially in a volatile economic climate, you have to understand what projects to focus on. A big portion of the product manager\u2019s job is already uncertain, so getting some clarity on what to build next is super helpful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It may seem like input from the sales team is just a \u201cnice to have\u201d. But this article will explain why it\u2019s an absolute must. Keep reading to find out how insights from the sales team can make a huge difference in your product prioritization efforts.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">What is product prioritization?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In product management or engineering,&nbsp;<a href=\"https:\/\/canny.io\/blog\/roadmap-prioritization-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>product prioritization<\/u><\/a> refers to deciding what products, features, or initiatives to develop first. A prioritization decision considers customer needs, business goals, and team constraints to determine what projects to prioritize.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Without a good system, you could end up building something that won\u2019t really help your business.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201cBad prioritization is an excellent way to kill your startup.\u201d<\/em><\/p><cite>&nbsp;<a href=\"https:\/\/productschool.com\/product-leaders\/lenny-rachitsky\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lenny Rachitsky<\/a>, Product Lead at <a href=\"https:\/\/www.airbnb.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\">Airbnb<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You could base the decision about what to build next based on many things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Industry trends<\/li>\n\n\n\n<li>What the competitors are doing<\/li>\n\n\n\n<li>What you want to build<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">But what\u2019s actually \u201cgood prioritization\u201d? Here are a few prioritization factors we recommend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>User feedback<\/li>\n\n\n\n<li>Effort\/time<\/li>\n\n\n\n<li>Impact on the revenue<\/li>\n\n\n\n<li>Associated deal value<\/li>\n\n\n\n<li>Strategic value<\/li>\n\n\n\n<li>Supporting product vision<\/li>\n\n\n\n<li>Urgency<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You need to consider all of these factors and decide how much each of them matters to your business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are also prioritization frameworks, models, and formulas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can select a different method for each team or project. We\u2019ll introduce some of them later in the article, so keep reading!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Roadblocks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Product prioritization is easier said than done. It&#8217;s often a balancing act between taking risks and playing it safe. You may want to create something bold and out of the box. But you need to also consider what your users are actually asking for. And there are necessary improvements (like security and compliance projects).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are other roadblocks to product prioritization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Limited resources<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s be honest: everyone has limited resources. So it\u2019s all about optimizing them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hiring more people, taking on more projects or buying more tools isn\u2019t always the answer. Sometimes, less is more. So you need to figure out how to do more with what you have.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Engineers\u2019 time is pretty expensive. It also adds up fast. So you need to use that particular resource carefully.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201cStartups should focus on the \u201cpain-killer\u201d features which will bring the \u201cAHA moment\u201d closer and increase usage metrics.\u201d<\/em><\/p><cite><em><a href=\"https:\/\/productschool.com\/blog\/product-fundamentals\/complete-guide-feature-prioritization-fast-growing-startups\" target=\"_blank\" rel=\"noreferrer noopener\">Lisa Dziuba<\/a><\/em>, Head of Product Marketing&nbsp;at <a href=\"https:\/\/lottiefiles.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">LottieFiles<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Too little or too much data<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s very important to gather enough data to make an informed decision. Data can come in many forms: user feedback, industry trends, product usage data, and more. So make sure that you\u2019re consistently researching and&nbsp;<a href=\"https:\/\/canny.io\/blog\/should-you-be-collecting-customer-feedback\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>collecting feedback<\/u><\/a> from your users and even prospects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Too much data can also become overwhelming. This is where <a href=\"https:\/\/canny.io\/blog\/what-is-idea-management\/\" data-wpil-monitor-id=\"3\">idea management<\/a> comes into play. In basic terms, idea management is a way to organize and make sense of all the ideas from all sources, including <a href=\"https:\/\/canny.io\/blog\/organizing-feedback\/\" target=\"_blank\" rel=\"noreferrer noopener\">feedback<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A tool like Canny makes it easy: you can invite users to add ideas, vote on existing feedback, and have a conversation with them. You can also add tags and categories to sort the feedback even better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"><span class=\"hs-cta-node hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" id=\"hs-cta-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5705808\/e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa.png\"  alt=\"New call-to-action\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5705808, 'e1d55d08-a2cf-44a3-a9a0-f3ca5ff21dfa', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h3 class=\"wp-block-heading\">Potential bias<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s hard not to fall in love with your own idea. We\u2019ve all been there. Sometimes, you can get so fixated on a certain idea that you lose sight of everything else.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While it\u2019s impossible to remove bias completely, acknowledging that you have it is already helpful. Before you move forward with any project, stop and ask yourself: \u201cAm I married to this idea? Or am I honestly unattached and focused on what\u2019s best for my product and my customers?\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Misalignment in strategy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Different departments have different goals and priorities. That\u2019s common and totally fine. When those&nbsp;<a href=\"https:\/\/canny.io\/blog\/3-easy-ways-to-break-down-silos-between-product-and-sales-orgs\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>goals don\u2019t align<\/u><\/a> \u2013&nbsp;that\u2019s when this becomes a problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sales might be after more leads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customer success <a href=\"https:\/\/canny.io\/blog\/what-is-nps\/\" data-wpil-monitor-id=\"79\">\u2013&nbsp;higher NPS scores<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customer support \u2013&nbsp;less churn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Design \u2013&nbsp;better UX\/UI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Growth \u2013&nbsp;higher retention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this case, it\u2019s pretty difficult to figure out what to build next. One project can\u2019t satisfy all of these requirements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you find yourself like this, go back to the drawing board. Understand what your biggest priorities are. From there, pick the projects that will have the highest impact on the&nbsp;<strong>mutual<\/strong> goals you\u2019re going after.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cA big complaint from sales teams within many tech organizations is that the product team works in a silo when building and prioritizing what to focus on.<br><br>Product prioritization is key to getting everyone aligned and moving forwards in the right direction.&#8221;<\/p><cite><a href=\"https:\/\/www.linkedin.com\/in\/steve-sutherland-33492595\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Steve Sutherland<\/em><\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Models\/frameworks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s go over some prioritization models and frameworks to help you with goal alignment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Please note: this is not a comprehensive guide and just an outline of some of the most popular methods. But no framework is universal and perfect. So explore each of them and experiment. This is the best way of finding one that will work best for you. Check out <a href=\"https:\/\/canny.io\/blog\/product-prioritization-frameworks\/\" target=\"_blank\" rel=\"noreferrer noopener\">this blog post<\/a> for a bigger list of prioritization frameworks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">RICE<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The RICE model uses four main factors to rate any project or idea:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reach \u2013&nbsp;how many people will this affect?<\/li>\n\n\n\n<li>Impact \u2013&nbsp;how important is this feature to your customers? (low, medium, or high)<\/li>\n\n\n\n<li>Confidence \u2013 how sure are you that your reach and impact estimates are correct? (%)<\/li>\n\n\n\n<li>Effort \u2013&nbsp;how many people need to be involved? How many days, weeks, or months will this take?<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1520\" height=\"236\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/rice.avif\" alt=\"RICE prioritization framework\" class=\"wp-image-4113\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/rice.avif 1520w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/rice-768x119.avif 768w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">After you\u2019ve estimated all of these numbers, you can calculate the score using this formula.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">RICE = (Reach x Impact x Confidence) \/ Effort<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Impact\u2013Effort Matrix<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Aka effort-impact or 2&#215;2 matrix. This matrix shows how the <strong>value (impact)<\/strong> of a feature relates to the <strong>complexity of development (effort)<\/strong>. Here\u2019s how it works.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Product manager starts with a hypothesis and outlines all the required features<\/li>\n\n\n\n<li>The team that will work on this project (product, engineering, design, etc) votes on where to place each feature on the impact and effort dimensions<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Every feature ends up in one of the four quadrants:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1520\" height=\"849\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/effort-impact.avif\" alt=\"Impact-effort matrix\" class=\"wp-image-4114\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/effort-impact.avif 1520w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/effort-impact-768x429.avif 768w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\" \/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Quick wins<\/strong> \u2013&nbsp;low effort and high impact<\/li>\n\n\n\n<li><strong>Big bets<\/strong> \u2013&nbsp;high effort and high impact<\/li>\n\n\n\n<li><strong>Fill-ins<\/strong> \u2013&nbsp;low effort and low impact<\/li>\n\n\n\n<li><strong>Money pits<\/strong> \u2013&nbsp;high effort and low impact<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This approach works great for projects with only a few features. Otherwise, it can get pretty confusing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Feasibility, Desirability, and Viability scorecard<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Using this method, you score each feature from 1 to 10 and try to assess whether it\u2019s feasible, desirable and viable. Here\u2019s what it all means:<br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1323\" height=\"567\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/feasibility.avif\" alt=\"Feasibility, Desirability, and Viability scorecard\" class=\"wp-image-4115\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/feasibility.avif 1323w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/feasibility-768x329.avif 768w\" sizes=\"auto, (max-width: 1323px) 100vw, 1323px\" \/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Feasibility<\/strong> \u2013&nbsp;do we have enough resources, skills, time, tools, storage, people, etc to build this?<\/li>\n\n\n\n<li><strong>Desirability<\/strong> \u2013&nbsp;do our users really want this feature? Does it solve their problem? <strong>Viability <\/strong>\u2013<strong> <\/strong>will our users pay for the feature? Will it bring significant ROI?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Weighted Score<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We find this method very straightforward and easy to use. Our own scoring system in Canny uses the weighted score method.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"433\" height=\"353\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/image-3.avif\" alt=\"Weighted scoring\" class=\"wp-image-8121\" style=\"width:650px\"\/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/help.canny.io\/en\/articles\/5046937-how-do-prioritization-factors-and-scoring-work\" target=\"_blank\" rel=\"noreferrer noopener\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">We add these factors to our prioritization formula in Canny. It then scores ideas for us and tells us what the biggest priority should be. From there, it\u2019s easy to add the winning ideas to the <a href=\"https:\/\/feedback.canny.io\/admin\/roadmap\/product-q1-2023\">roadmap<\/a> and get to work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Note<\/strong> \u2014 the screenshot above shows <a href=\"https:\/\/canny.io\/features\/product-roadmap\">Canny&#8217;s roadmap prioritization software<\/a> in action. Try it free today. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">MoSCoW analysis<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This framework is great because it\u2019s also fairly simple. The idea is to use plain language and categorize all ideas into:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1520\" height=\"624\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/moscow.avif\" alt=\"MoSCoW analysis\" class=\"wp-image-4116\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/moscow.avif 1520w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/moscow-768x315.avif 768w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\" \/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Must have<\/strong> \u2013&nbsp;features that make or break your product<\/li>\n\n\n\n<li><strong>Should have<\/strong> \u2013&nbsp;important but not vital features<\/li>\n\n\n\n<li><strong>Could have<\/strong> \u2013&nbsp;nice to have ideas<\/li>\n\n\n\n<li><strong>Will not have<\/strong> \u2013&nbsp;think back to the <strong>money pit<\/strong> examples from the <strong>Impact-Effort matrix<\/strong><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Cost of Delay<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When you\u2019re working on a potentially very time-sensitive feature, use this method. It\u2019s the only one that focuses primarily on the monetary impact on your business. Here\u2019s the formula and how to use it:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1246\" height=\"317\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/costofdelay.avif\" alt=\"Cost of Delay\" class=\"wp-image-4117\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/costofdelay.avif 1246w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/04\/costofdelay-768x195.avif 768w\" sizes=\"auto, (max-width: 1246px) 100vw, 1246px\" \/><\/figure>\n<\/div>\n\n\n<ol class=\"wp-block-list\">\n<li>Estimate revenue per unit of time (how much additional revenue can you expect every month if you had that feature)<\/li>\n\n\n\n<li>Estimate time it will take to develop the feature<\/li>\n\n\n\n<li>Divide the estimated revenue by the estimated time = cost of delay<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Keep in mind:<\/strong> estimating \u200cmonetary value is effective, but also subjective. So try to avoid making very bold statements and arguing over this.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Where the sales team comes in<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Product leaders are used to involving and bringing together lots of teams: design, engineering, project management, etc. The sales team often ends up separated and <a href=\"https:\/\/canny.io\/blog\/3-easy-ways-to-break-down-silos-between-product-and-sales-orgs\/\" target=\"_blank\" rel=\"noreferrer noopener\">working in silos<\/a>. Here\u2019s what happens next:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Product managers collaborate only with teams who\u2019ll ultimately build the features<\/li>\n\n\n\n<li>They prioritize projects and pick the winning ideas<\/li>\n\n\n\n<li>They assign tasks to engineering, design and other teams<\/li>\n\n\n\n<li>Sales reps are passing on feature requests from prospects <\/li>\n\n\n\n<li>These features don\u2019t align with the overall product strategy<\/li>\n\n\n\n<li>Product managers don\u2019t incorporate that feedback and stick with their priorities<\/li>\n\n\n\n<li>Sales lose deals, growth and new business slows<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><em>How do you fix this?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Involve the sales team in the conversation early on. Especially if you chose a scoring method that emphasizes collaboration, invite the sales team right away. Just like customer support and success can provide invaluable insights into your users\u2019 experiences, needs and pain points, the sales team can do the same, only with prospects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here&#8217;s Alice, our head of growth, and her take on sales and product prioritization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Why sales should be involved in prioritization\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/4ERttp3mWWU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Prashanth Shankara agrees with Alice.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">&#8220;Sales often has the best view of a customer\u2019s long-term vision and need. They also bring valuable insights into how the product plays into winning or losing deals. These are necessary to inform product teams of where to prioritize.&#8221;<\/p>\n<cite>Prashanth S Shankara, Senior Manager of Product Marketing at Tonkean<\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">To make this efficient, you need a <a href=\"https:\/\/canny.io\/use-cases\/feature-request-management\">feature request system<\/a>. You\u2019re probably already compiling user feedback somewhere. It could be a spreadsheet, an idea board, or a powerful product management tool. Regardless&nbsp;\u2013&nbsp;ask the sales team to add feedback from the prospects there. Those ideas are usually around:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Missing deal-breaker features<\/li>\n\n\n\n<li>Insights about competition and industry&nbsp;<\/li>\n\n\n\n<li>Budget constraints<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can use all that information while prioritizing what to build next. Especially if sales reps can assign a monetary value to each idea. For example, they can calculate how much revenue they lost due to one particular missing feature. This will give you a clear indicator of this feature&#8217;s importance.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cSales are a key contributor because they provide the buyers&#8217; perspective and help validate that what you&#8217;re prioritizing is what end customers want.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of the term silo, I believe product teams should work more in a greenhouse approach. Sales teams should always have visibility of what&#8217;s going on inside as the product grows and the product team needs to see that there&#8217;s interest when looking out through the glass.\u201d<\/p>\n<cite><a href=\"https:\/\/www.linkedin.com\/in\/steve-sutherland-33492595\/\" target=\"_blank\" rel=\"noreferrer noopener\">Steve Sutherland<\/a><\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">How sales can help with product prioritization<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Your sales team can help you build features that will have the greatest impact on your business. So try to help them with this.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can review sales transcripts and call recordings to uncover some insights from prospects. As a product manager, you might understand their pain points better and might see a low-hanging fruit-type solution quicker.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"> &#8220;Sales brings in the <em>voice of the prospect<\/em>. They can tell <a href=\"https:\/\/canny.io\/blog\/what-is-product-marketing\/\" data-wpil-monitor-id=\"48\">product marketing managers<\/a> and product managers what features they are being asked the most about. They also notice gaps in the product that influence enhancements or completely new features.&#8221;<\/p>\n<cite>Airon White, Manager of Product Marketing at <a href=\"https:\/\/www.bigcommerce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BigCommerce<\/a><\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Equip your sales team with an easy way to share that feedback from prospects. After all, you\u2019re the one who needs it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many tools have CRM integrations that make sharing that feedback seamless. So, instead of interrupting their workflow and giving them additional tasks, you can automate that feedback collection and make life easy for everyone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/canny.io\/integrations\">Canny integrates with Hubspot and Salesforce<\/a> for this exact reason. Our own and many other sales teams submit feedback from prospects from their favorite sales tool directly to Canny.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1602\" height=\"870\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/hubspot-3.avif\" alt=\"Canny's Hubspot integration\" class=\"wp-image-4028\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/hubspot-3.avif 1602w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/hubspot-3-768x417.avif 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/hubspot-3-1536x834.avif 1536w\" sizes=\"auto, (max-width: 1602px) 100vw, 1602px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/canny.io\/integrations\/hubspot\" target=\"_blank\" rel=\"noreferrer noopener\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">It works both ways too. Let\u2019s say that a sales rep submitted a feature request from a prospect. After some time, the feature got built and is now available. Now it\u2019s time for the sales team to follow up with that prospect and try to re-engage them. After all, the feature they specifically requested is now live!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1602\" height=\"870\" src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/salesforce-3.avif\" alt=\"Canny's Salesforce integration\" class=\"wp-image-4029\" style=\"width:650px\" srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/salesforce-3.avif 1602w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/salesforce-3-768x417.avif 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2023\/02\/salesforce-3-1536x834.avif 1536w\" sizes=\"auto, (max-width: 1602px) 100vw, 1602px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/canny.io\/integrations\/salesforce\" target=\"_blank\" rel=\"noreferrer noopener\">Source<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/canny.io\/use-cases\/sales-documentation\">Canny automates that follow-up process<\/a> and helps both the product and the sales team.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Prioritize better through collaboration with sales<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Product management is all about collaboration. And one of the main tasks is selecting which features and updates to prioritize.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your own sales team can be a great help! They have a unique channel of communication with your potential customers. And, because they haven\u2019t bought yet, they\u2019re much more critical of your product. This could serve you very well and boost your future growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So start taking advantage of this opportunity today! Involve your sales team in product prioritization early on and improve internal communication. You\u2019ll end up building better products in the meantime.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to deciding what to build, prioritization is key. It may seem like input from the sales team is just a \u201cnice to have\u201d. But, this article will explain why it\u2019s an absolute must.<\/p>\n","protected":false},"author":26,"featured_media":4112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[7],"tags":[33,136,135,129,128,127,134,37,15,121,123,124,126,120,133,125,132],"class_list":["post-4021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-advice","tag-collaboration","tag-cost-of-delay","tag-desirability","tag-feasibility","tag-impact-effort-matrix","tag-moscow-analysis","tag-prioritization","tag-product-management","tag-product-prioritization","tag-resource-optimization","tag-resources","tag-rice","tag-sales","tag-scorecard","tag-strategy","tag-viability"],"aioseo_notices":[],"modified_by":"Eric Hoppe","_links":{"self":[{"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/posts\/4021","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/comments?post=4021"}],"version-history":[{"count":38,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/posts\/4021\/revisions"}],"predecessor-version":[{"id":8124,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/posts\/4021\/revisions\/8124"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/media\/4112"}],"wp:attachment":[{"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/media?parent=4021"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/categories?post=4021"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/canny.io\/blog\/wp-json\/wp\/v2\/tags?post=4021"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}