Product has long been one of the four “Ps” of marketing, along with Price, Promotion, and Place (distribution). As digital services have become a pervasive part of modern life, the Chief Product Officer title has similarly grown in popularity. What does it mean that this particular P has been elevated to the executive ranks as a frequent peer to its former 4P host, the Chief Marketing Officer, often taking the “pricing” P with it?

It has to do with the changing nature of relationship economics, a dynamic that is morphing in both B2B and B2C contexts. Ironically, the increased prominence of Chief Product Officers and product-led organizations is a signal of increased customer centricity as opposed to less. The best product organizations are customer centric, and digital channels provide an entirely new standard for how providers interact with their customers. …


Michael Scully

Product Exec with a Code Habit, Founder

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