THE PRODUCT STRAND
Product and revenue are inextricably linked
CRO + CPO in lock-step
One team. One plan. Shared ownership
Slow delivery. Missed opportunities.
Backward roadmap. Frustrated customers.
Overworked teams. Rising tech debt.
Security & compliance risk.
Loss of competitive edge.
Capability and capacity to deliver output quickly is a growth multiplier
Product focus across the Figure 8
BUILD TO SELL
Grow the business. Expand the pie.
✓ New features & modules
✓ Cross-sell opportunities
✓ Upsell & add-on value
✓ Enter new markets
✓ Competitive differentiation
✓ Drive acquisition & expansion
VS
Protect the business. Strengthen the core.
✓ Improve reliability & performance
✓ Remove tech debt
✓ Enhance security & compliance
✓ Fix bugs & edge cases
✓ Improve usability & UX
✓ Keep customers happy
The art of prioritisation
The job is to say no — so the right things get built.
When Product, Sales, Marketing and Customer Success are aligned, the roadmap drives revenue.
CUSTOMER INSIGHT
MARKET OPPORTUNITY
BUSINESS GOALS
TECHNICAL FEASIBILITY
GROWTH ALIGNED
How we drive product for revenue
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Let’s build products that grow
AN EXAMPLE ENGAGEMENT
From having built a new product to creating a repeatable cross-sell motion
The business has built a new product or capability for its existing customer base — but hasn't yet established the best way to take it to market, land the first customers and turn early adoption into a repeatable motion.
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THE PROBLEM
The product is built and there is a logical cross-sell opportunity, but some important commercial questions remain unanswered.
Which customers are most likely to buy first? Who within those accounts should be approached? What use case creates the strongest urgency? How should the proposition be positioned and packaged? And what does good onboarding need to look like for customers to realise value quickly?
Without answering those questions, the temptation is simply to launch it across the entire customer base and hope the opportunity emerges..
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THE ENGAGEMENT
Identify the customers and use cases most likely to generate early traction, then build a focused initial GTM motion around them.
Work alongside product, sales and customer success through the first wave of customers — capturing feedback, iterating the proposition and sales motion, and understanding where onboarding or product experience needs to change before scaling more broadly.
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THE OUTPUT
→ Cross-sell ICP & customer segmentation
→ Priority use cases and buyer personas
→ Proposition, messaging & packaging
→ Initial customer / pilot cohort
→ Cross-sell sales playbook
→ Onboarding & time-to-value framework
→ Customer feedback and iteration loop
→ Scale-up recommendations
◷ TYPICAL ENGAGEMENT: 6–10 weeks · 1–2 days per week · Product + sales + customer success