This document discusses aligning marketing and development to maximize learning and long-term competitiveness. It presents a model using story mapping to iteratively test hypotheses about customer needs and product-market fit. An example case looks at consolidating invoices from SaaS services. The approach involves diverging to generate options, choosing a focus, converging to an approach, implementing experiments to test assumptions, and reviewing lessons to determine next steps. References to related frameworks and tools are also provided.

1. Aligning Marketing and
Development
for fun and profit!
Antti Kirjavainen @anttiki
Product Camp 2016
http://flowa.fi/ @FlowaWolf

4. Traditional model
Marketing
Development /
Engineering
Optimize
efficiency
Maximize
profit

6. At the same time the world is
getting more and more complex.
© Jurgen Appelo, Management 3.0

7. Globalisation INCREASES!
Innovation INCREASES!
Democratization INCREASES!
Diversity INCREASES!
© Jurgen Appelo, Management 3.0

8. Uncertainty INCREASES! ?
?
?
?
?
?
? ?
?
?
?
?
?
?
??
?
?
???
?
?
?
8© Jurgen Appelo, Management 3.0

9. New model
Marketing
Development /
Engineering
Learn
Learn
Learn
Learn
Learn
Learn
Learn
Learn
Maximize
Profit
Maximize
competitiveness in
long term

10. 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

11. HOW TO DO IT IN PRACTICE?
One approach to align marketing and development

13. • Attention
• Interest
• Desire
• Action

14. • Acquisition
• Activation
• Retention
• Revenue
• Referral

15. Story Mapping
© Jeff Patton http://jpattonassociates.com/user-story-mapping/

16. Pirate Opera Story Mapping?

18. AN EXAMPLE CASE

19. SaaS services are great, but…

20. 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

21. Note!
• Let’s share the assumption that this problem /
solution fit makes sense
• Enables us to focus on examining the practice I
will introduce

22. 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

23. 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

24. Where we are now
• Problem / solution fit has been validated
• What next?

25. STEP ONE: DIVERGE
Map the Options

29. STEP 2: CHOOSE FOCUS

30. What is our biggest risk at the
moment?

31. 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?

32. 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?

33. STEP 3: CONVERGE
Choose the most promising option

36. Experiment = hypothesis
+ metrics

37. STEP 4: MAKE IT SO!

38. 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

39. STEP 5: REVIEW, LEARN, WHAT
NEXT?

40. 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?

41. 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

42. MORE EXAMPLES

43. 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?

46. 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?

48. PIRATE OPERA STORY MAPPING!
Overview of the approach

49. 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?”

50. New model
Marketing
Development /
Engineering
Learn
Learn
Learn
Learn
Learn
Learn
Learn
Learn
Maximize
Profit
Maximize
competitiveness in
long term

51. 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)

52. 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

53. 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/