ABSTRACT
Chapter 2 discussed the product/market as the fundamental building block of any VOM system. As you recall, not all P/Ms are equally important to the organization. Once your targeted P/Ms have been identified, by means of the P/M Matrix discussed in the previous chapter, you must prioritize. The question then becomes: What do you listen to? In other words, which voice of the market is most important? Determining that is a direct function of what and how you ask the market.
