aligning marketing and development for fun and profit
TRANSCRIPT
Aligning Marketing and Development
for fun and profit!
Antti Kirjavainen @anttikiProduct Camp 2016
http://flowa.fi/ @FlowaWolf
Traditional model
Marketing Development / Engineering
Optimizeefficiency
Maximizeprofit
At the same time the world is getting more and
more complex.
© Jurgen Appelo, Management 3.0
Globalisation INCREASES!Innovation INCREASES!
Democratization INCREASES!
Diversity INCREASES!
© Jurgen Appelo, Management 3.0
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Uncertainty INCREASES! ?
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??© Jurgen Appelo, Management 3.0
New model
MarketingDevelopment / Engineering
Learn
Learn
Learn
Learn
Learn
Learn
Learn
Learn
MaximizeProfit
Maximize competitiveness
in long term
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
HOW TO DO IT IN PRACTICE?One approach to align marketing and development
• Attention• Interest• Desire• Action
• Acquisition• Activation• Retention• Revenue• Referral
Story Mapping© Jeff Patton http://jpattonassociates.com/user-story-mapping/
Pirate Opera Story Mapping?
AN EXAMPLE CASE
SaaS services are great, but…
Expense accounting :/ 1. Login to SaaS app2. Download the invoice3. Upload to accounting application4. Rinse and repeat for every service
Every month! Because the invoices are the only place where you can see the amount of VAT
Note!• Let’s share the assumption that this
problem / solution fit makes sense
• Enables us to focus on examining the practice I will introduce
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
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
Where we are now• Problem / solution fit has been validated• What next?
STEP ONE: DIVERGEMap the Options
STEP 2: CHOOSE FOCUS
What is our biggest risk at the moment?
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?
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?
STEP 3: CONVERGEChoose the most promising option
Experiment = hypothesis + metrics
STEP 4: MAKE IT SO!
Metrics exampleEntries from FB
Entries from site
XEntries
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
STEP 5: REVIEW, LEARN, WHAT NEXT?
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?
Metrics exampleEntries from FB
Entries from site
XEntries
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
MORE EXAMPLES
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?
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?
PIRATE OPERA STORY MAPPING!Overview of the approach
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?”
New model
MarketingDevelopment / Engineering
Learn
Learn
Learn
Learn
Learn
Learn
Learn
Learn
MaximizeProfit
Maximize competitiveness
in long term
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)
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
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/