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LEANSERVICECREATION
Engineers in marketing
at Futurice
Living up to our values
All the way
Who am I?
Was a shy nerdy girl.
Studied computer science.
Designed UIs, lead IT projects.
Got two kids. <3
Become an agile...
We create digital services
for people, to love.
We help our customers to
succeed in the digital world.
•  Founded in 2000
...
LEANSERVICECREATION
2/3 Engineers
Developers, designers,
business consultants, sales guys,
leadership team, internal opera...
LEANSERVICECREATION
LEANSERVICECREATION
“The era of separating traditional industries and
technology industries is over—and those who fail to
...
LEANSERVICECREATION
http://vimeo.com/95734218
LEANSERVICECREATION
From technology-driven
to customer-driven?
From functional silos
to effective teams?
From internal pol...
LEANSERVICECREATION
Lean Service
Creation
A holistic, evidence-driven
methodology for lean ideation,
design, build and ope...
LEANSERVICECREATION
Customer development is the primary driver in
new service creation and the the product
development is ...
LEANSERVICECREATION
Lean Service Creation
SERVICE VISION SPRINT
TEAM :
Business / Technology
Design / End-Users
BUSINESS
I...
LEANSERVICECREATIONLEANSERVICECREATION
Constantly visible
& tangible goal
Constant
feedback
Meaningful &
motivating
work.
...
LEANSERVICECREATION
Action changes thinking.
Learn > Do > Transform
How to get
established corporations
to work more like startups?
The path to change is having
the right attitude, knowing t...
LEANSERVICECREATION
1.  Put all your experts in the same room.
2.  Know your customer and you’ll find the problem worth so...
LEANSERVICECREATION
Marketing is actions.
We do not see marketing as roles or processes.
Some do it more. Some do it less.
Our people pages
perform better than
Events: sponsoring, talking, organising
Cases = Stories with suspension, some drama and finally results
Services = What we do and how we do it
LEANSERVICECREATION
20/80 Sales
20% hunter = we look for interesting new clients and
cases with a right culture fit
80% fa...
LEANSERVICECREATION
Not just digital,
events and talk!
Developers make hundreds of interaction design
micro decisions ever...
LEANSERVICECREATION
100% Delivery
No nonsense.
Keep the promises.
Get the client to market for you!
LEANSERVICECREATION
Let’s talk!
Twitter: @lsnellma
LinkedIn!
Laura Snellman-Junna
@lsnellma
Laura.snellman-junna@futurice
Engineers in marketing at futurice
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Engineers in marketing at futurice

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Marketing is a shared activity and privilege at Futurice. These are the slides that backed up my talk at Sales Engineering Finland meetup about how we've organised our marketing.

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Engineers in marketing at futurice

  1. 1. LEANSERVICECREATION Engineers in marketing at Futurice Living up to our values All the way
  2. 2. Who am I? Was a shy nerdy girl. Studied computer science. Designed UIs, lead IT projects. Got two kids. <3 Become an agile coach. Now a marketer! Always the idealist. Laura Snellman-Junna @lsnellma What I’ll talk about? Who we are. What we do. How we market it.
  3. 3. We create digital services for people, to love. We help our customers to succeed in the digital world. •  Founded in 2000 •  200+ clients, 1000+ projects •  240+ employees from 20 countries •  Europe’s best workplace 2012&2013 •  8th year in a row profitable growth •  YOY growth 30% LEANSERVICECREATION
  4. 4. LEANSERVICECREATION 2/3 Engineers Developers, designers, business consultants, sales guys, leadership team, internal operations.
  5. 5. LEANSERVICECREATION
  6. 6. LEANSERVICECREATION “The era of separating traditional industries and technology industries is over—and those who fail to adapt right now will soon find themselves obsolete.” – Forbes.com Now every company is a software company http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/
  7. 7. LEANSERVICECREATION http://vimeo.com/95734218
  8. 8. LEANSERVICECREATION From technology-driven to customer-driven? From functional silos to effective teams? From internal politics to getting things done? From legacy technology to creating new business? From planning and executing to testing and iterating ideas? How might we transform..
  9. 9. LEANSERVICECREATION Lean Service Creation A holistic, evidence-driven methodology for lean ideation, design, build and operation of services in a complex environment. LEAN STARTUP AGILE DEVELOPMENT DESIGN THINKING
  10. 10. LEANSERVICECREATION Customer development is the primary driver in new service creation and the the product development is secondary. It is not enough to be in love with your solution. You have to be thrilled about the customers and the domain. More Customer development Less Product management Lean Service Creation
  11. 11. LEANSERVICECREATION Lean Service Creation SERVICE VISION SPRINT TEAM : Business / Technology Design / End-Users BUSINESS IDEA Improve Improve Improve FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH
  12. 12. LEANSERVICECREATIONLEANSERVICECREATION Constantly visible & tangible goal Constant feedback Meaningful & motivating work. >> Small steps BUILD MEASURE LEARN
  13. 13. LEANSERVICECREATION Action changes thinking. Learn > Do > Transform
  14. 14. How to get established corporations to work more like startups? The path to change is having the right attitude, knowing the tools and methods, and having an organization that empowers entrepreneurial individuals.
  15. 15. LEANSERVICECREATION 1.  Put all your experts in the same room. 2.  Know your customer and you’ll find the problem worth solving. 3.  Design the emotions the user experience evokes. 4.  Validate your business assumptions. One by one. 5.  The customer is product development’s crowning achievement. 6.  Get a great product manager. 7.  Lightning-fast feedback guarantees quality. 8.  Don’t build everything yourself. 9.  Kill your bad ideas as early as possible. 10.  The service launch is the starting point for development, not the goal. http://futurice.com/blog/ten-steps-towards-a-lean-service-development-process 10 steps
  16. 16. LEANSERVICECREATION Marketing is actions. We do not see marketing as roles or processes. Some do it more. Some do it less.
  17. 17. Our people pages perform better than
  18. 18. Events: sponsoring, talking, organising
  19. 19. Cases = Stories with suspension, some drama and finally results Services = What we do and how we do it
  20. 20. LEANSERVICECREATION 20/80 Sales 20% hunter = we look for interesting new clients and cases with a right culture fit 80% farmer = we care for our clients business and help them transform
  21. 21. LEANSERVICECREATION Not just digital, events and talk! Developers make hundreds of interaction design micro decisions every week. Engineers do hundreds of marketing micro actions every month as they interact with clients. Sales guys, well…
  22. 22. LEANSERVICECREATION 100% Delivery No nonsense. Keep the promises. Get the client to market for you!
  23. 23. LEANSERVICECREATION Let’s talk! Twitter: @lsnellma LinkedIn!
  24. 24. Laura Snellman-Junna @lsnellma Laura.snellman-junna@futurice

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