5 Keys to an Exceptional Product Pipeline

Sustainable products were the fastest-growing category in 2022; so you may be thinking it’s time to make your products more environmentally friendly.

While this would be a huge win for the environment, there’s no guarantee it’ll boost your sales. If you don’t figure out how to make sustainability work for your product pipeline, you could end up with a creation that’s neither profitable nor eco-friendly.

If you want more sales, you need to change the way you think about product invention. Use these five tips to create an exceptional product pipeline that benefits customers and your bottom line.

1. Listen to Consumer Feedback

Listening to consumer feedback isn’t just about going on Reddit and reading the top comments on your latest product release. Likewise, the occasional email to a focus group about your app’s new updates isn’t enough either.

Listening to consumers means paying attention to what they say, how they say it, and why they say it. It’s easier to compile all this feedback when you use product management software like the one at www.inriver.com.

You should be involved in every step of product development, from conception through testing prototypes with your target market—not just friends and family. This will help you get feedback from real customers before too much time is spent building an idea that no one wants.

2. Create a Culture of Continuous Product Improvements

Whether we like it or not, consumer preferences change all the time. If you aren’t willing to admit when your products need adjusting to meet the desires of the market, you could be left behind.

It’s better to spend a little extra on new feature development than it is to lose customers.

3. Value Innovation

Making new product ideas is only one part of innovation; it’s also about recognizing when your company doesn’t need them. Being able to say no to projects that aren’t aligned with your strategy will stop you from spending money on things that won’t pay off.

4. Keep up With the Latest Technologies

Technology changes at a lightning pace. There’s no way to be an expert on everything, and even if you could be, there’s no time in your busy schedule to learn everything that’s out there. The good news is, you don’t have to.

Instead of trying to learn everything, look for one or two areas where innovative technologies could improve the customer experience or reduce costs.

5. Identify Consumer Preferences

Consumers are looking for products that fit their lifestyles. You can capitalize on this by examining what’s going on in the world and identifying trends. For example, if you notice there’s been a rise in people who are interested in organic foods, then it may be time to introduce a line of organic snacks.

Develop a More Efficient Product Pipeline

The key to a successful product pipeline is listening to consumers. This includes knowing what they’re interested in and keeping up with their feedback. If you don’t listen to the market, your product won’t sell well.

Product management software can help you track consumer comments and make it easy to act on this information. Until you find a program that’s right for you, read our business section for more ways to improve your products in the meantime.


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