How to Link Your Product to Business Outcomes by Intercom Sr PM
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Main takeaways: - Understand how the features that you ship deliver business results - Recognize the two different starting points for projects - If you can't measure impact, bridge the gap with proxy metrics
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How to Link Your Product to Business Outcomes by Intercom Sr PM
- 1. www.productschool.com How to Link Your Product to Business Outcomes by Intercom Sr PM
- 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
- 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
- 5. Corporate Training Level up your team’s Product Management skills
- 6. T O N I G H T ’ S S P E A K E R Robbie Allan
- 7. How to link your product to business outcomes Product School SF 01.14.2020 or: How I learned to stop worrying and love the proxy metric
- 8. 👋 Hi, I’m @robbiedigi
- 9. What we’ll cover Why outcomes matter How product links to impact The two types of project How to drive outcomes
- 11. In the beginning, there is nothing…
- 12. In the beginning, there is nothing… …so you gotta just ship
- 13. VC twitter, 2019
- 14. Microsoft Word, mid 1980s
- 16. At some point, not all additional features are an improvement
- 20. At that point, the PM job changed from ship things to ship the most impactful things
- 21. Because we didn’t want this
- 22. I know how to ship product. How, exactly, do I ship outcomes?
- 24. The Product Impact framework describes how shipping product drives business outcomes
- 26. The Product Impact framework Ship product feature Solve customer problem
- 27. The Product Impact framework Ship product feature Solve customer problem Drive customer behavior
- 28. The Product Impact framework Ship product feature Solve customer problem Drive customer behavior Impact business results
- 31. The Product Impact framework Ship product feature Solve customer problem Drive customer behavior Impact business results Add ‘stories’ feature
- 32. The Product Impact framework Ship product feature Solve customer problem Drive customer behavior Impact business results Add ‘stories’ feature Share short term content
- 33. The Product Impact framework Ship product feature Solve customer problem Drive customer behavior Impact business results Add ‘stories’ feature Share short term content More sharing, more views
- 34. The Product Impact framework Ship product feature Solve customer problem Drive customer behavior Impact business results Add ‘stories’ feature Share short term content More sharing, more views Sell more ads
- 35. You can start from anywhere in this framework But there are fundamentally two different approaches
- 36. The two kinds of project
- 37. Feature-first project Ship product feature Solve customer problem Drive customer behavior Impact business results START HERE
- 38. Outcome-first project Ship product feature Solve customer problem Drive customer behavior Impact business results START HERE
- 39. Delivering outcomes with a feature-first project
- 40. Delivering outcomes with a feature-first project 1. Deeply understand the problem
- 41. Feature-first project Ship product feature Solve customer problem Drive customer behavior Impact business results
- 42. Product School hates him Learn Product Management with this one weird trick
- 44. Delivering outcomes with a feature-first project 1. Deeply understand the problem 2. Proxy impact if you can’t measure it
- 45. Feature-first project Ship product feature Solve customer problem Drive customer behavior Impact business results Mission Accomplished!
- 48. Ship product feature Solve customer problem Drive customer behavior Impact business results
- 49. Ship product feature Solve customer problem Drive customer behavior Impact business results Customizable sidebar that lets you integrate with tools such as Stripe and Salesforce
- 50. Ship product feature Solve customer problem Drive customer behavior Impact business results Switching between tools is inefficient and painful for support agents Customizable sidebar that lets you integrate with tools such as Stripe and Salesforce
- 51. Ship product feature Solve customer problem Drive customer behavior Impact business results Switching between tools is inefficient and painful for support agents Customizable sidebar that lets you integrate with tools such as Stripe and Salesforce Reduce average reply time
- 52. Ship product feature Solve customer problem Drive customer behavior Impact business results Switching between tools is inefficient and painful for support agents Customizable sidebar that lets you integrate with tools such as Stripe and Salesforce Reduce average reply time Improve retention for our Support customers
- 54. Using retention as a metric for all projects isn’t feasible… It’s a hard metric to move, and proving a retention improvement requires large-scale A/B tests Gibston Biddle Former CPO, Netflix
- 55. 158,000,000 subscribers 60,000,000,000 hours of content annually
- 58. There are lies, damned lies, and statisticsExcel models Mark Twain
- 59. Proxy metrics are customer behavior metrics that are associated with and stand in for the business metrics you care about
- 60. ...but they’re faster and easier to measure
- 61. Choose a behavior that empirically and logically correlates with a business metric
- 63. Ship product feature Solve customer problem Drive customer behavior Impact business results
- 64. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve retention for our Support customers
- 65. Ship product feature Solve customer problem Drive customer behavior Impact business results Agents want to use their time as efficiently as possible Improve retention for our Support customers
- 66. Ship product feature Solve customer problem Drive customer behavior Impact business results Agents want to use their time as efficiently as possible Improve retention for our Support customers Reduce average time to first close PROXY METRIC
- 68. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve retention for new SurveyMonkey users
- 69. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve retention for new SurveyMonkey users I want an easy-to-analyze way to know what people think about X
- 70. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve retention for new SurveyMonkey users Get 5 survey responses PROXY METRIC I want an easy-to-analyze way to know what people think about X
- 71. A new proxy metric is a guess, so trust but verify
- 72. This is hard work. Finding the right proxy metric can take 6+ months of analysis and validation
- 74. Delivering outcomes with an outcome-first project
- 78. Feature-first project Ship product feature Solve customer problem Drive customer behavior Impact business results START HERE
- 79. Outcome-first project Ship product feature Solve customer problem Drive customer behavior Impact business results START HERE
- 80. Delivering outcomes with an outcome-first project
- 81. Delivering outcomes with an outcome-first project 1. Work back through each step
- 82. Outcome-first project Ship product feature Solve customer problem Drive customer behavior Impact business results
- 84. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve seat expansion
- 85. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve seat expansion Redesign the ‘add seat’ flow
- 86. Ship product feature Solve customer problem Drive customer behavior Impact business results Redesign the ‘add seat’ flow Improve seat expansion
- 88. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve seat expansion
- 89. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve seat expansion Grow number of Support customers
- 90. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve seat expansion Grow number of Support customers Intercom doesn’t handle voice support
- 91. Ship product feature Solve customer problem Drive customer behavior Impact business results Improve seat expansion Grow number of Support customers Intercom doesn’t handle voice support Build a voice support product
- 92. Delivering outcomes with an outcome-first project 1. Work back through each step 2. Use the right tools to work back
- 93. Ship product feature Solve customer problem Drive customer behavior Impact business results Grow number of Support customers Intercom doesn’t handle voice support Build a voice support product Data analysis Improve seat expansion
- 94. Ship product feature Solve customer problem Drive customer behavior Impact business results Grow number of Support customers Intercom doesn’t handle voice support Build a voice support product Data analysis User research Improve seat expansion
- 95. Ship product feature Solve customer problem Drive customer behavior Impact business results Grow number of Support customers Intercom doesn’t handle voice support Build a voice support product Data analysis User research Product design Improve seat expansion
- 96. ● Identify the style of project you’re working on ● Really understand the problem you’re solving and the behavior you want to drive ● Proxy impact with metrics over assumptions If you want to ship outcomes...
- 99. www.productschool.com Part-time Product Management Training Courses and Corporate Training