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Aligning marketing and development for fun and profit

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Presentation from Product Camp Helsinki 2016

Traditionally product companies have separated the responsibilities of marketing and product development to different teams or units to optimize the productivity of both. In recent years, with the rise of Lean Startup movement, some have come to question the rationale of this separation. Developing a winning product is nowadays more and more about learning about the customer and the market faster than the competitors. Being effective in product development is thus less about building stuff fast and more about running experiments fast. In this session I will describe how aligning and combining marketing and development work together can speed up learning in your product development. I will also offer practical ways of coordinating this marketing/development work.

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Aligning marketing and development for fun and profit

  1. 1. Aligning Marketing and Development for fun and profit! Antti Kirjavainen @anttiki Product Camp 2016 http://flowa.fi/ @FlowaWolf
  2. 2. Traditional model Marketing Development / Engineering Optimize efficiency Maximize profit
  3. 3. At the same time the world is getting more and more complex. © Jurgen Appelo, Management 3.0
  4. 4. Globalisation INCREASES! Innovation INCREASES! Democratization INCREASES! Diversity INCREASES! © Jurgen Appelo, Management 3.0
  5. 5. Uncertainty INCREASES! ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ??? ? ? ? 8© Jurgen Appelo, Management 3.0
  6. 6. New model Marketing Development / Engineering Learn Learn Learn Learn Learn Learn Learn Learn Maximize Profit Maximize competitiveness in long term
  7. 7. What is the goal? • Learn as much as you can • As quick as possible • As cheap as possible • To be able to come up with profitable business models • To be able to experiment and adapt your business in the future, too
  8. 8. HOW TO DO IT IN PRACTICE? One approach to align marketing and development
  9. 9. • Attention • Interest • Desire • Action
  10. 10. • Acquisition • Activation • Retention • Revenue • Referral
  11. 11. Story Mapping © Jeff Patton http://jpattonassociates.com/user-story-mapping/
  12. 12. Pirate Opera Story Mapping?
  13. 13. AN EXAMPLE CASE
  14. 14. SaaS services are great, but…
  15. 15. Expense accounting :/ 1. Login to SaaS app 2. Download the invoice 3. Upload to accounting application 4. Rinse and repeat for every service Every month! Because the invoices are the only place where you can see the amount of VAT
  16. 16. Note! • Let’s share the assumption that this problem / solution fit makes sense • Enables us to focus on examining the practice I will introduce
  17. 17. What if you could • Consolidate all your invoices from various SaaS services into one invoice? • Save up to 4 hours of your time every month • Amounts to more than a work week yearly
  18. 18. Early Adopters • Startups and small businesses • Digital marketing, software etc. • Use a lot of SaaS services • Profitable, but want to grow • Time is their bottleneck
  19. 19. Where we are now • Problem / solution fit has been validated • What next?
  20. 20. STEP ONE: DIVERGE Map the Options
  21. 21. STEP 2: CHOOSE FOCUS
  22. 22. What is our biggest risk at the moment?
  23. 23. What is our biggest risk at the moment? Are customers interested in our offer? Where can we reach our customers? Can we build what we offer?
  24. 24. What is our biggest risk at the moment? Where can we reach our customers? Can we build what we offer? Are customers interested in our offer?
  25. 25. STEP 3: CONVERGE Choose the most promising option
  26. 26. Experiment = hypothesis + metrics
  27. 27. STEP 4: MAKE IT SO!
  28. 28. Metrics example Entries from FB Entries from site X Entries from site Y Unique visitors % blog => landing page % launch list signups Experiment validation: X % of blog post readers sign up to the launch list from landing page
  29. 29. STEP 5: REVIEW, LEARN, WHAT NEXT?
  30. 30. What is our biggest risk at the moment? Are customers interested in our offer? Where can we reach our customers? Can we build what we offer?
  31. 31. Metrics example Entries from FB Entries from site X Entries from site Y Unique visitors % blog => landing page % launch list signups Experiment validation: X % of blog post readers sign up to the launch list from landing page
  32. 32. MORE EXAMPLES
  33. 33. What is our biggest risk at the moment? Are customers interested in our offer? Where can we reach our customers? Can we build what we offer? Is our chosen solution attractive?
  34. 34. What is our biggest risk at the moment? Are customers interested in our offer? Where can we reach our customers? Can we build what we offer?
  35. 35. PIRATE OPERA STORY MAPPING! Overview of the approach
  36. 36. 1. Diverge: Generate Options 2. Choose focus 3. Converge: Choose approach 4. Build, measure 5. Learn, review Story map Story map ”What is our biggest risk at the moment?”
  37. 37. New model Marketing Development / Engineering Learn Learn Learn Learn Learn Learn Learn Learn Maximize Profit Maximize competitiveness in long term
  38. 38. References to related material • User Story Mapping by Jeff Patton • Pirate Metrics by Steve McClure • AIDA model (Wikipedia) • Lean canvas by Ash Maurya • Traction book by Gabriel Weinberg and Justin Mares (about marketing channels)
  39. 39. Links to other stuff we talked about • Collaboration Superpowers podcast by Lisette Sutherland • Zoom.us, amazing video meeting application • Agile Fluency Model by Diana Larsen and James Shore
  40. 40. Haluaisitko edistää yhteistyötä kehityksen ja liiketoiminnan välillä? Tilaa ilmainen Beyond Agile kuinka edistää asiakaslähtöisyyttä ja proaktiivisuutta softatiimeissä –kurssimme täältä: http://tiny.cc/beyondagile @anttiki @FlowaWolf http://flowa.fi/

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