Christophe Dujarric - The Tech-Fluent Marketer on Christophe Dujarric - Heimir Consulting

Why I Published a 100 B2B SaaS Audit Report

Tue, 07 Apr 2026 00:00:00 +0200

One day, during an interview process for a Product Marketing role, I was asked:

French Tech B2B SaaS Positioning Report 2026

Wed, 01 Apr 2026 00:00:00 +0200

An undocumented feature does not exist

Tue, 31 Mar 2026 00:00:00 +0200

I’m writing those lines not long after Snowflake announced they fired 70 technical writing people over the excuse that AI can do their job.

AI Won't Kill SaaS

Tue, 10 Mar 2026 00:00:00 +0100

In the Series “AI will take our jobs”, current episode is “AI will kill SaaS”. Because of vibe-coding. Because of OpenClaw. Because of any new untested-in-real-life-applications tech.

SaaS Growth: Targeting Is Key

Mon, 26 Jan 2026 00:00:00 +0100

Closing a deal with a customer starts with having accurately targeted the right Ideal Customer Profile.

Building the Right Product: Why, What, and How

Mon, 17 Nov 2025 00:00:00 +0100

Reminder: don’t trust fancy methodology names

I tend to repeat myself over all of the articles I’m publishing here, yet let me do it one more time for this particular topic: I don’t believe in dogmas.

A Guide: Frugality in Offline Events for SaaS Startups

Thu, 13 Nov 2025 00:00:00 +0100

Introduction

Frugality is the quality of being frugal, sparing, thrifty, prudent, or economical in the consumption of resources such as food, time or money, and avoiding waste, lavishness or extravagance.

Product Design, Roadmap, and Estimations

Thu, 06 Nov 2025 00:00:00 +0100

I’ve written about this topic already, a long time ago. Yet, it was with other words, with less experience. And I’m doing it again, as throughout the teams I met and worked with, it still seems like a key pushback, while it really is in the best interest of everyone, engineers, PMs, and anyone else alike.

Chatbots, My Rules of Engagement

Thu, 30 Oct 2025 00:00:00 +0100

Many can witness, I can be considered a laggard when it comes to using Chatbots. I must say, I’ve always been super cautious about those beasts.

Hopes and (Reasonable) Expectations

Tue, 14 Oct 2025 00:00:00 +0200

It might feel like a strange topic to revive this blog once more but taking a step back, it is the result of now 17 years of working in start-up and scale-up companies. I won’t pretend I’m some sort of wise, old man. But I’ve learnt a couple of things, and I like sharing it.

Go-to-Market & Discovery: When Is the Last Time You Talked to a Lead?

Tue, 26 Nov 2024 00:00:00 +0100

Last week, I had a real blast giving a talk at ProductInCorp summit Nantes 2024.

Some Keys to Setting Objectives

Wed, 17 May 2023 00:00:00 +0200

Why not read this post further

I wondered for a minute whether I’d title this blog post “Forget about setting objectives”. Why? Essentially because, as you might have noticed if you read some of my past posts, I’m rather against dogmas. And today, at least in the software industry, most of the chats I have with people about “objectives” include the “OKR” term.

Product Management Is Not Project Management

Mon, 17 Oct 2022 00:00:00 +0200

In the early days of this blog, I started writing a series of articles on what Product Management is, and what it is not, according to my experience. There’s a draft I initiated back then that I thought would be uninteresting. I’m pretty surprised that I’m now writing it, but after seeing some discussions about it in some product management communities, I felt it was time.

NPS, Doing It Right

Wed, 07 Sep 2022 00:00:00 +0200

Disclaimer

I’m not a fan of NPS, for the reasons I’ll expose later in this article. It probably suffers from its fame and the common consequent pitfall where teams would rush into using it without thinking it through.

Methods: Adapt It, Don’t Adopt It

Fri, 29 Jul 2022 00:00:00 +0200

It’s been about 12 years that I’ve been working in “agile” environments. I’m getting the chance of discussing with multiple teams from multiple companies, and to try and understand how they work, and where they struggle. One thing especially seems to worry people, funnily enough: words.

The Five Stages of Remote Work

Tue, 24 May 2022 00:00:00 +0200

This is my personal experience of 5 years of remote work. I don’t claim everyone goes through those 5 stages, but hopefully, the lessons I learned can be helpful to someone.

The Alphabet of SaaS Start-Ups

Mon, 26 Feb 2018 00:00:00 +0100

Have you noticed? The start-up world has its own vocabulary. If you’re new at this, here’s a short lexicon, which I hope will be useful. Especially as some of it aren’t necessarily Silicon Valley buzzwords.

'Eat Your Own Dog Food' Dilemma

Thu, 15 Feb 2018 00:00:00 +0100

Eat your own dog food

Product Managers like that saying.

That Podcast – My First Steps in the Start-Up World

Tue, 30 Jan 2018 00:00:00 +0100

I’ve had the honor of being invited to share some of my experiences on thatpodcast.io.

Where Strategic Partnerships and Marketplaces Fail

Mon, 08 Jan 2018 00:00:00 +0100

The strategic partnerships may sometimes sound like an El Dorado. But most of the time, you’ll be digging until you lose your nails for non-existing gold lodes.

Your Sales Don’t Know What They Are Selling

Tue, 24 Oct 2017 00:00:00 +0200

In a previous article, I wrote that your sales team doesn’t know what they are selling. By this, I mean that they most likely aren’t users of the product. They don’t know it inside out like you should, as a product manager.

Of Egos and Organizations

Mon, 18 Sep 2017 00:00:00 +0200

A few months ago, I attended Intercom’s “World Tour”. To be honest I didn’t expect this kind of content, on lessons Intercom’s team learnt while growing to the business they are today. It was filled with valuable experiences. Not necessarily on the business of creating a tool to communicate with users of SaaS businesses. Rather on the struggles of a web business trying to be good at what they do.

Organizations Are Made of Humans

Mon, 04 Sep 2017 00:00:00 +0200

In the startup world, most are aware that to become a unicorn, on top of a great idea you need some (a lot of) luck.

The Product Is the Organization

Wed, 19 Jul 2017 00:00:00 +0200

The Product is the Business. The User Problem is the Essence of the Product. Let me give it a twist: The Product is the Organization. Your team’s coordination defines your ability to deliver the Product.

Product Design Is Not Product Management

Thu, 06 Jul 2017 00:00:00 +0200

Two years ago, I wrote about what it means to work on a product rather than on a technology.

Responding to Change

Thu, 24 Dec 2015 00:00:00 +0100

This article is the fifth part of a series on: The end of the agile world hasn’t come. Read part 4 here.

Customer Collaboration

Thu, 10 Dec 2015 00:00:00 +0100

This article is the fourth part of a series on: The end of the agile world hasn’t come. Read part 3 here.

Working Software

Thu, 03 Dec 2015 00:00:00 +0100

This article is the third part of a series on: The end of the agile world hasn’t come. Read part 2 here.

Individuals and Interactions

Thu, 26 Nov 2015 00:00:00 +0100

This article is the second part of a series on: The end of the agile world hasn’t come.

The End of the Agile World Hasn’t Come

Thu, 19 Nov 2015 00:00:00 +0100

It’s amazing the amount of articles I’ve been reading lately, or the amount of people I’ve heard discussing the same thing: the end of Agile.

Continuous Performance Testing: Why You Should Care

Fri, 06 Nov 2015 00:00:00 +0100

Yesterday, I attended the eZ Conference 2015 in NYC as a speaker.

How Successful Product Managers Avoid Burnout

Fri, 11 Sep 2015 00:00:00 +0200

Really interesting article by Brian de Haaff, CEO at Aha!

Complexity to Assess Feasibility

Wed, 29 Jul 2015 00:00:00 +0200

I’ve quickly mentioned this concept in earlier posts, but I’d like to spend more time on it, as it is one of the crucial parts of Scrum, and one of the hardest to understand, for developers and for managers.

Be a Product Manager, Be an Expert

Tue, 21 Jul 2015 00:00:00 +0200

An other one of those videos which always make me laugh.

Empty Your Backlog, Delete Issues

Fri, 10 Jul 2015 00:00:00 +0200

I’ve discussed a lot about how to fill-up a backlog.

A Top-Down Approach to Product Design in Agile Environments

Fri, 03 Jul 2015 00:00:00 +0200

Product Design is an engineering process.

It is not just about drawing a beautiful user interface, it is about building a solution to a user’s problem.

Why You Should Care About Your Product’s Technical Debt

Thu, 18 Jun 2015 00:00:00 +0200

Depending on your organization, as a Product Manager, you may be sitting right next to your dev team, in a different room, or even an other building.

Product Manager or Product Owner?

Wed, 10 Jun 2015 00:00:00 +0200

I’ve been attending a few meet-ups/conferences/you-name-it around product management. As I mentioned in a previous post, people in general have a rather poor understanding of the Product Manager’s job. And many of those meet-ups end-up redefining that job (sadly).

Getting Things Done with Scrum

Wed, 03 Jun 2015 00:00:00 +0200

This post is not about Agile.

It is about getting things done.

Get Your Message Out – Watch Out for the Wording

Fri, 22 May 2015 00:00:00 +0200

OK, this blog is getting way too serious right now. Time for one of my favorite videos, where marketing goes wrong.

The Right Tool for the Right Task

Tue, 19 May 2015 00:00:00 +0200

This may sound as luxury, especially when in a start-up company, but using the right tool can save you a lot of time in organizing your work or your peers’. And when those tools are actually built to solve a specific user problem, they may even lead to serendipity. They will help you ask yourself more questions and overall improve your work.

Product vs Technology

Thu, 14 May 2015 00:00:00 +0200

Don’t get me wrong. This post is not about a fight between development and product management. Product and Technology actually walk hand-in-hand and rely on each other.

Know Your Product – Pitch It

Tue, 12 May 2015 00:00:00 +0200

Je n’ai fait celle-ci plus longue que parce que je n’ai pas eu le loisir de la faire plus courte.

The Essence of Product Management

Thu, 07 May 2015 00:00:00 +0200

There’s one thing that has been rather disturbing at the beginning of my career as a Product Manager.

UBI I/O, a great occasion to kick off this blog

Mon, 04 May 2015 00:00:00 +0200

I’ve been thinking about writing my own blog for a while, but I never saw an occasion.

Building Software Products