The B2B Innovator’s Map

Daniel Elizalde

Most new enterprise software products fail to generate a profit. They fail not because of technical challenges, lack of funding, or market conditions. Instead, new products fail because most companies build products that don’t solve a market need, and therefore, customers don’t buy them.

The B2B Innovator’s Map is your practical guide to taming uncertainty and discovering opportunities to develop products your customers will be eager to buy.

By following this map, you’ll always know where you are and what your next step should be through the six stages of the B2B innovation journey to get from idea to your first ten successful customers.

  1. Strategic Alignment
  2. Market Discovery
  3. User Discovery
  4. Solution Planning
  5. Prototyping
  6. Early Adopter

For each stage, you’ll learn actionable tools and techniques to help you understand your market and your customers’ needs, with proven methodologies to verify your solution’s market potential—for customers and investors alike.

Whether you’re a B2B strategist, product manager, investor, or founder, The B2B Innovator’s Map is your accelerated guide for bringing profitable products to market.

Press & Praise

Rob Tiffany, Vice President of Strategy at Ericsson

When it comes to product leadership, Daniel is the best in the business. I've had the great fortune to work with him and benefited greatly from his thoughts on product innovation. Luckily, he's put that wisdom into the book you're holding in your hands. Needless to say, Daniel's new book will be a constant companion as I build my next enterprise software product.

Eric Simone, Co-founder and CEO at ClearBlade, Inc.

Fabulous real-world examples from someone who's been there/done that. Daniel Elizalde has created an excellent guide for anyone navigating the treacherous waters of building enterprise software. I wish I had this book ten years ago; it would have saved me from lots of pain!

David Bland, co-author of Testing Business Ideas

Daniel has a unique blend of lean experimentation skills combined with both the worlds of software and hardware. He iterates through complex B2B solutions while speaking in terms that people understand.

Daniel Elizalde is a product executive with over twenty years of experience. He has leveraged emerging technologies to drive product innovation in industries as diverse as eCommerce, manufacturing, telecommunications, semiconductors, automotive, and climate tech, working to address some of the world’s most pressing challenges.

A former VP and Head of IoT at Ericsson, Daniel has trained and advised over 1,500 product professionals around the world on taking their ideas to market through his online courses, corporate workshops, and classes at Stanford University. Explore his blog, newsletter, Enterprise Product Leadership podcast, and more at

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