This post was originally published on On Product Management.

As much as we may focus on the role of Product Managers in building great products, it’s equally important to focus on the role Product Management plays with other groups in the company and top-line revenue overall. This was underscored recently when a friend told me about something that happened earlier this year at her company.

“I never lose…I either win or I learn.” – Unknown

I’ve always been fascinated with how and why business deals are won and lost. As a long time product manager, I’ve always wanted to know why companies chose or didn’t choose my product or service. What I’ve learned is that knowing makes all the difference.