Why Enterprise Product Management Is Completely Different

Ogi Kavazovic, co-founder and CEO of House Rx, joins the show to unpack what most product leaders miss about building for enterprise software. Drawing from two decades in tech, Ogi breaks down how product management shifts when you move from B2C or “B to small B” to true enterprise—what he calls “B to Big B.” He explains why traditional user research frameworks don’t hold up, how buyer research should actually be done through sales and marketing motions, and how to keep engineering teams aligned when the product takes years to build.

Key Takeaways

• Building for enterprise (B to Big B) requires selling to buyers and users—two very different audiences with distinct needs.

• Buyer research is not user research—it happens through early sales decks, vision slides, and iterative storytelling that test how well a concept resonates before code is written.

• Pre-selling a “fantasy product” through slides helps validate the market fit and shapes the first version of your product strategy.

• Engineering for enterprise software demands simulated iteration—testing features internally long before the MVP is complete.

• Vision alignment between product, marketing, and engineering is crucial to avoid two-year build tunnels and ensure team motivation.

Timestamped Highlights

[03:12] The overlooked divide between B2B and true enterprise—why “B to Big B” changes everything for product teams.

[10:47] How buyer research actually works and why it starts with slides, not software.

[17:40] The difference between pitching VCs and pitching enterprise buyers—and why they care about totally different things.

[22:29] The engineering challenge of building massive enterprise systems and why agile methods fall short.

[30:11] How to keep teams motivated and moving forward when the product roadmap spans years.

Standout Moment

“You can pre-sell a product before it even exists. That sales and marketing artifact—the deck you built to sell your vision—can become the blueprint for your product strategy.”

Pro Tips

Start with conversations, not code. Use early customer and buyer meetings to validate your story through slides, then hand your engineers a vision they know can sell.

Call to Action

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