Reason for writing: Author realized that NDVN Co. Ltd. has faced many problems in business. The revenue has decreased trend in several years and many customers complain about existing services/ products. And excutive board was disappointed with sales department works. From middle of 2020, a lot of meetings were hold to investigate the reason why the business was getting worst. Almost problems related to new product development. New product can not match customer requirements and means innovate product activities of sales department was too bad. They didn’t understand the important of product innovation and how to keep good product innovation performace. For any technology company, product innovation is required to keep their market and growth-u day by day. Methods: Author use both qualitative and quantitative methods in this research. For quantitative, author does in-depth interview with 6 professional in company. For qualitative, author send a survey to 153 participants that have relationship with customer when new product develops. After that, author user SPSS to analysis Cronbach’s Alpha, EFA, Pearson Correlation, Regression. Results: This research showed that 4 factors have positive effect on product innovation performance. Those are relational embeddedness, knowledge redundancy, customer interactivity and rojective customer competence. Conclusion: The new finding in this research help to all employees in sales department understand shape the future customers. For more details, author proposed 5 solutions to enhance product innovation of sales department at NDVN Co. Ltd.