Product Management Event at #ProductCon NY on how to Power the Next Generation of Products by Nate Franklin, Principal of Product Marketing at Amplitude

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5. Nate Franklin
S P E A K E R

6. Powering the
Next Generation
of Products
Nate Franklin
@itsnatef

7. My road to visiting you all today
Products powered
30,000
User Actions Analyzed
7.5 Trillion
Ice Cream
Novelties
Customer Insights
Product Marketing
Product Manager

20. Why are our products
not better?

21. What does better
actually look like?
…and how do we get there?

22. Trends Over the Next 3 Years
Product as an end-to-end experience, captured digitally
Industries will focus on Life Time Value
Orgs & teams will re-shuffle to meet expectations

23. Product as an end-to-end experience,
captured digitally (for real this time)
• Product will be the entire end-to-end experience:
mobile, web, push, email, etc.
• Entire experience will be capture and tracked digitally
1

24. Michael Martin
Nike, Head of Digital
“The way we look at digital and in-store is not
channel-by-channel, or one channel helping the
other. It’s all one experience.
We’re testing, learning and optimizing at an incredible
pace.”

27. Product as an end-to-end
experience, captured digitally
• Product will be the entire end-to-end experience:
mobile, web, push, email, etc.
• Entire experience will be capture and tracked digitally
1

28. Industries will optimize for
Life Time Value (LTV)
2
• Retail: move from one-time conversions to LTV
• Media: move from ads to subscriptions
• B2B: move from ‘selling a thing’ to ARR

29. 96
%Retention

30. 10x 2x
multiple on
$3b revenuemultiple on
$400 revenue

31. Industries will optimize for
Life Time Value (LTV)
2
• Retail: move from one-time conversions to LTV
• Media: move from ads to subscriptions
• B2B: move from ‘selling a thing’ to ARR

32. Orgs & teams will re-shuffle to
to be more integrated
• To build a great end-to-end experience, teams need to
iterate together
• Marketing will focus on growth mindset (UA, Retention)
and not only brand awareness
• UX will become CX incorporating BI and research with
experience-centered design
3

33. Teams will
Iterate Together
Growth Marketer
Growth PM
User Acquisition Manager
Director of Retention
Growth Designer
Data QA
Data EngineerPersonalization Product
Manager
Product Analyst
Customer Experience Manager
Data Governor
Growth Analyst
Technical Designer
Community Manager

34. Trends over the next 3 Years
Product as a (real) end-to-end experience, captured digitally1
Industries will optimize for Life Time Value2
Orgs & teams will re-shuffle to be more integrated3

35. Why are our products not
better?

36. High quality data
across entire E2E experience that
is governed and actionable

37. Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience that
is governed and actionable

39. Contextually
Aware

40. Car Insurance
Physically Accessible

41. Car Insurance
Physically Accessible Digitally
Accessible

42. Car Insurance
Physically Accessible
Digitally
Accessible Digitally
Interactive

43. Car Insurance
Physically Accessible
Digitally
Accessible
Digitally
Interactive Contextually
Aware

44. Pay-per-mile car insurance
Track and optimize your trips
Monitor your car’s health
Find your missing car
Get street sweeping alerts
Contextually Aware

45. Contextual
Reliable
Trustworthy
Familiar
Dependable
Customized
Personal

46. Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience that
is governed and actionable

47. Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience that
is governed and actionable
Contextually aware
experiences and products
customized for each user

48. Systematic growth
increasing experiment velocity
and optimizing for LTV
High quality data
across entire E2E experience that
is governed and actionable
Contextually aware
experiences and products
customized for each user
Product Intelligence

49. Thank you!

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