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

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 Beginning / 2020 Triad Tech Conference

Launch is Only the Beginning / 2020 Triad Tech Conference

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

poweredbyloft.com Launch is Only the Beginning / 2020 Triad Tech Conference

• B2B and Manufacturing background • Co-founder • Operations Focus Launch is Only the Beginning / 2020 Triad Tech Conference

4 Areas of Investment... Launch is Only the Beginning / 2020 Triad Tech Conference

1. Onboarding and Adoption 2. User Support 3. Engineering Support 4. Product Management Launch is Only the Beginning / 2020 Triad Tech Conference

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

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

Crawl → Walk → Run Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

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

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

Define Confirm Product Customer Goals Outcomes Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Create Confirm Define Action Customer Product Goals Outcomes Plan Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Onboarding Process Confirm Define Create Customer Product Action Goals Outcomes Plan Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

A common role to own and execute onboarding is a Customer Success Manager (or CSM). Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

CSMs should... • Have constant customer contact • Understand customer goals • Set expectations • Occupy position of influence • Share insights Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Think about first-time users. Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Think about professional services. Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

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

Measure success via... • Sales and onboarding handoffs • Clear communication • User flow changes • High- vs. low-touch Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

Measure success via... • Referral programs • Pricing strategies • New features Launch is Only the Beginning / 2020 Triad Tech Conference / Onboarding and Adoption

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

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

• Degree of complexity • Sophistication of user base • SLAs • Level of support investment • Depth of support content Launch is Only the Beginning / 2020 Triad Tech Conference / User Support

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

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

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

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

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

Engineering Support Process Collaboration Prioritization Integration Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

Engineering support includes... • Bugs and/or troubleshooting • Changes • Features • Development operations (DevOps) Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

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

Knowing the problem you’re solving versus the solution you’re supporting . Launch is Only the Beginning / 2020 Triad Tech Conference / Product Management

Someone needs to... • Lead the product prioritization • Balance strategic business drivers Launch is Only the Beginning / 2020 Triad Tech Conference / Product Management

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

Product management focuses on... • Problems vs. solutions • Activation and adoption • Resource allocation • Long-term value and retention • Planning Launch is Only the Beginning / 2020 Triad Tech Conference / Engineering Support

In conclusion... Launch is Only the Beginning / 2020 Triad Tech Conference

1 Most digital products take a very long time to enter “maintenance mode.” Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

2 Your budget should be based on staffing, not scope. Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

3 Determine what areas and resources are most important for your product. Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

4 We are all constrained by resources. Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

5 Determine the right staffing model and plan. Launch is Only the Beginning / 2020 Triad Tech Conference / Summary

Marty Balkema COO/Director of Customer Success, LOFT marty@poweredbyloft.com linkedin.com/in/martybalkema/ Launch is Only the Beginning / 2020 Triad Tech Conference

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