Common monetization challenges 1. Product leaders struggle to connect their work to revenue Given their roles, product managers tend to focus more on user experience than revenue. However, modern B2B product teams are increasingly close to deal cycles. They’re regularly pulled into customer conversations to help drive wins and prevent churn—so it makes sense for them to own a piece of the revenue pie. Often, product managers struggle with this idea because they think they’re being tasked with generating net new revenue. However, this playbook will explore two other important revenue generation levers that product teams can tangibly relate to—preserving and sustaining revenue.

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