Taming the Product Portfolio Beast: Simplifying B2B Offerings

In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses. They running through:

1. The unintentional growth of product ranges and how it leads to confusion
2. Key statistics on B2B buying journeys and decision-making processes
3. The impact of complicated portfolios on sales and customer experience
4. Strategies for simplifying product offerings without alienating existing customers
5. The role of brand architecture in organising and presenting product lines
6. Balancing the needs of different stakeholders when streamlining product ranges
7. The importance of focusing on core products and communicating value effectively

We share insights on how businesses can bring their expanding product ranges under control, improve customer navigation, and optimise their offerings for better sales outcomes. This episode is part of a series discussing common branding challenges, with a focus on B2B tech companies and product-led organisations. You can read the original article at on the Good website.