Launch is Only the Beginning Planning the Post-Launch Investment - - PowerPoint PPT Presentation

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Launch is Only the Beginning Planning the Post-Launch Investment - - PowerPoint PPT Presentation

Sep 14, 2023 309 likes •819 views

Launch is Only the Beginning Planning the Post-Launch Investment Marty Balkema, Director of Customer Success, COO Launch is Only the Beginning / 2020 Triad Tech Conference How much should we budget for this project? Launch is Only the

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Launch is Only the Beginning

Planning the Post-Launch Investment

Marty Balkema, Director of Customer Success, COO

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Launch is Only the Beginning / 2020 Triad Tech Conference

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How much should we budget for this project?

Launch is Only the Beginning / 2020 Triad Tech Conference

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Launch is Only the Beginning / 2020 Triad Tech Conference

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The hardest thing in digital products is building the right thing to solve the right problem.

Launch is Only the Beginning / 2020 Triad Tech Conference

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Launch is Only the Beginning / 2020 Triad Tech Conference

poweredbyloft.com

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Launch is Only the Beginning / 2020 Triad Tech Conference

B2B and Manufacturing background Co-founder Operations Focus

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Areas of Investment...

Launch is Only the Beginning / 2020 Triad Tech Conference

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  • 1. Onboarding and Adoption
  • 2. User Support
  • 3. Engineering Support
  • 4. Product Management

Launch is Only the Beginning / 2020 Triad Tech Conference

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Onboarding and Adoption

Launch is Only the Beginning / 2020 Triad Tech Conference

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Crawl → Walk → Run

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Measure the success of onboarding whether or not actual value was delivered; not in units of time.

Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Confirm Customer Goals

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Define Product Outcomes

Confirm Customer Goals

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Create Action Plan

Define Product Outcomes Confirm Customer Goals

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Define Product Outcomes Confirm Customer Goals Create Action Plan Onboarding Process

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A common role to own and execute

  • nboarding is a Customer Success

Manager (or CSM).

Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Have constant customer contact Understand customer goals Set expectations Occupy position of influence Share insights

  • CSMs should...
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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Think about first-time users.

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Think about professional services.

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Measure success.

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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Sales and onboarding handoffs Clear communication User flow changes High- vs. low-touch

  • Measure success via...
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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Referral programs Pricing strategies New features

  • Measure success via...
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Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Communicate.

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Launch is Only the Beginning / 2020 Triad Tech Conference

User Support

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Launch is Only the Beginning / 2020 Triad Tech Conference / User Support

Degree of complexity Sophistication of user base SLAs Level of support investment Depth of support content

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Launch is Only the Beginning / 2020 Triad Tech Conference

Engineering Support

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Collaboration

Should involve every team used to develop product Important to relationships created between different teams

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Prioritization

Involves processes that are well-defined across teams Requires a fair amount planning and coordination

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Integration

Demands managing focus as well as bandwidth Empowers teams to complete projects while also responding to user issues

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Collaboration Prioritization Integration Engineering Support Process

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Bugs and/or troubleshooting Changes Features Development operations (DevOps)

  • Engineering support includes...
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Launch is Only the Beginning / 2020 Triad Tech Conference

Product Management

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Knowing the problem you’re solving versus the solution you’re supporting.

Launch is Only the Beginning / 2020 Triad Tech Conference / Product Management

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Someone needs to...

Launch is Only the Beginning / 2020 Triad Tech Conference / Product Management

Lead the product prioritization Balance strategic business drivers

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The hardest thing in digital products is building the right thing to solve the right problem.

Launch is Only the Beginning / 2020 Triad Tech Conference / Product Management

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Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Problems vs. solutions Activation and adoption Resource allocation Long-term value and retention Planning

  • Product management focuses on...
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Launch is Only the Beginning / 2020 Triad Tech Conference

In conclusion...

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Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

Most digital products take a very long time to enter “maintenance mode.”

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Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

Your budget should be based

  • n staffing, not scope.

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Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

Determine what areas and resources are most important for your product.

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Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

We are all constrained by resources.

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Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

Determine the right staffing model and plan.

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Launch is Only the Beginning / 2020 Triad Tech Conference

Marty Balkema

COO/Director of Customer Success, LOFT marty@poweredbyloft.com linkedin.com/in/martybalkema/

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Q A

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