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Jeff Lash, VP & Group Director, Go-to-Market (Product Management & Portfolio Marketing) at SiriusDecisions.  

Identifying and Prioritizing Customer Needs

A thorough understanding of customer needs is the foundation for product success. However, most companies lack a complete, consistent approach to uncovering needs and determining the most important ones to address not only for innovation and product development but across market-facing functions. SiriusDecisions has conducted extensive research and analysis to create a framework and process that organizations can leverage to anticipate and address customer needs. This presentation will share an overview of the process so that attendees can learn how to avoid common mistakes and improve their approach to identifying, classifying, and prioritizing customer needs.

Speaker Bio
Jeff Lash

VP & Group Director, Go-to-Market (Product Management & Portfolio Marketing) at SiriusDecisions

Jeff is a recognized thought leader in product management, with over a decade of experience in the development of Web-based products and SaaS. His product management career includes both new product introductions and major turnarounds of existing product lines, as well as introduction of the product management role into organizations. He has significant expertise in customer understanding, new product innovation, agile product management, user experience design, and product development processes.

"I lead our Go-to-Market group, which includes our Product Management and Portfolio Marketing research and advisory services. Our team works with business-to-business product management and portfolio marketing (product marketing, solution marketing, solution marketing and segment marketing) leaders to improve how they develop, manage and market products and services and improve their product management and portfolio marketing effectiveness. This includes identifying and sharing best practices and providing advice and consultation through data-driven research, advisory services, webcasts, in-person forums and workshops, consulting, and e-learning, and other methods.
My personal areas of research focus include helping defining and developing the role of product management, improving the maturity of the product management function, customer-driven innovation, product investment decision-making, adjusting product management and product marketing to work effectively in an agile/SCRUM environment, and tools and technologies for product managers."


6:30 PM Pizza & Soda
7:00 PM Main Program

  • Thank-yous to
  • Announcements
  • Main Event: Jeff Lash's Presentation from SiriusDecisions 2016 Summit

8:15 PM Retrospective
8:30 - 9 PM Networking


Register Today!



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