article thumbnail

Stop Trying to Predict Which New Products Will Succeed

Harvard Business Review

And, if prediction falls outside of an acceptable range, we should hold our teams accountable for predicting poorly. Worse still, we will punish employees even if they do everything right, and create incentives to avoid unpredictable products, even though these products are essential for growth.

article thumbnail

How CMOs and CROs Can Be Allies

Harvard Business Review

With a little creativity, CMOs can work with them to monetize that data to create new products and, in some cases, whole new markets. The risk team helped run the numbers to ensure the client met the right credit threshold, then marketing prepared the package and the reps went to work. Cross-pollinate your talent.