I'm reading Kristin Zhivago's excellent Roadmap to Revenue. Simple ideas, easy to read, but so very important! She maps out a clear method for marketing and sales leaders to really understand what customers want... by interviewing them. Zhivago explains that we should focus more on how customers buy (the buying process) than how we want to sell (the selling process).
In a way, Zhivago's advice is simple. Call 'em and talk to 'em. But good advice has to be followed to be effective. Why is it that product managers and marketing managers seem so reluctant to talk to customers?
Read my full review at http://www.primary-intel.com/blog/2012/10/12/review-roadmap-revenue-zhivago/