Many B2B technology and industrial companies sell projects while trying to build scalable products. This creates a structural tension where every customer delivery appears unique, while excessive customization increases complexity, fragments roadmaps, and weakens long-term scalability.

This workshop helps Product Managers and Product Leaders create stronger product organizations in environments where products and customer projects must coexist.

You will learn how successful organizations balance customer-specific delivery with scalable product development, create clearer architectural boundaries, and use customer projects to strengthen long-term product evolution.

Target group

Product Managers and Product Leaders working in technology-intensive or industrial B2B organizations where products, platforms, systems, and customer projects must coexist.

This workshop is for you if…

• You experience growing pressure for customer-specific customization

• Product complexity and delivery complexity are increasing over time

• Your roadmap is fragmented by individual customer demands

• Product, Sales, Engineering, and Delivery struggle to align

• You want to scale delivery without losing customer relevance

Objectives

After the workshop, you will be able to:

• Balance standardization with customer-specific delivery

• Use architecture and modularity to manage complexity at scale

• Create clearer boundaries between configurable solutions and custom development

• Use customer projects as mechanisms for learning and product evolution

• Structure product investments across different time horizons

• Strengthen collaboration between Product, Sales, Engineering, and Delivery

Main takeaways

Participants will leave with:

• A clearer understanding of how products and projects can strengthen each other

• Practical frameworks for scaling products in complex B2B environments

• Models for balancing customer relevance with long-term scalability

• Approaches to reduce roadmap fragmentation and customization pressure

• Perspectives on architecture, modularity, and organizational alignment

Workshop content

• The structural tension between projects and products

• Standardization vs customization in B2B environments

• Architectural boundaries and modular product design

• Product roadmaps and managing customer-driven fragmentation

• Cross-functional collaboration between Product, Sales, Engineering, and Delivery

• Product investments across different time horizons

• Using customer projects to drive learning and product evolution

• Scaling product businesses without losing customer relevance

Magnus Billgren is a product