If going from 0 to 1 can seem daunting in the B2B enterprise product space, imagine the perilous path to eventually crossing the chasm. You start with a blank slate with nothing but questions and limited to no data to fall back on. For example., How do we find the right innovator and visionary customers to support us on this journey? How do we ensure we build for the market and not for 1-2 customers? How do we successfully launch an MVP and generate demand to get to the early majority? To answer some of these questions, I will present a real-world case study on the journey of SAP Intelligent Clinical Supply Management, an innovative B2B product for the Life Sciences industry. From ideation in 2019 to development during the pandemic and product launch in 2022 to current growth phase, I will share insights into different methods and techniques utilized to accelerate discovery and design at scale, mitigate risk, influence customer buying decisions and ensure product success to cross the proverbial chasm. This includes but not limited to a sprint 0 design workshops with 2-3 visionary/ evangelist customers, unique paid customer coinnovation business model with a leading pharmaceutical company, use of key design elements (KDEs), continuous discovery through weekly end-user roundtables (up to 300 entirely remote), industry consortium launch and 75 workshops with 30+ customers and ecosystem vendors and personalized GTM/marketing strategy.
