Crossings on roads are nicely marked; unfortunately career crossroads and decisions that we take during Product market fit journey are subtle. It takes higher degree of awareness and presence to detect opportunities. More importantly you need conviction to act on them.
This blog post is NOT about surveys that you can run to quantify Product Market fit. This is about the human aspect – when you are the actor in the field and need to have the situational awareness. Many of us lack this. First step in being a good Growth Lead is to have you antennae tuned to subtle undercurrents of your business. Sometimes it is the softest voice in the room that is the proverbial billion dollar direction.
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We are going to look at the more of a data driven acquisition approach that was proposed at GreyAtom where we had a product centric product lead acquisition model.
And here are our complete thoughts on that process.
Looking at different teams within an organisation, there is a sales team, academics, team, marketing team and engineering team. These teams collectively have the same aim/ target. How the customer acquisition can happen in a data driven way? This proposal came out of thorough customer study/ survey. We spoke to the customers in 2 ways.
One is through primary data collection, very quantitative exercise, where we ask customers to reflect on their journey.
Second is, we looked at the customer data in the CRM.
There are two key insights.
One, data science awareness is not a problem, but arriving in the consideration set for the customer is definitely the problem. So I think what we really need to go forward and do very, very aggressive, strong branding over here.
Second, Leads go through multiple loss cycles before they enter a win cycle. And everyone requires nurturing, so nurturing is of paramount importance.
As you can see in the chart, there are people who have gone through a single cycle and the people who have gone through multiple cycles. So 4 people have converted via one cycle and 33 people have gone through multiple cycles before converting. The average days to convert are definitely different between both of them. But essentially what you see is that people go through multiple loss cycles before they enter the win-cycle.
So the bold move that we’re proposing over here is that instead of capturing the name, email address, phone number, which is you know, very India centric kind of premise, you move towards normal where you don’t ask for phone number and you essentially just take the email address and then you nurture the person. So don’t kill the top of the funnel. Prospects anyway, take time. For ToFu, just focus on brand.
For middle of the funnel, build extensive lead nurturing campaigns. Sales may dip. But brace for it and we need to fix it. Sales need to grow beyond the Tele-sales. Tele-sales is a dominant model that we have at GreyAtom. It needs to be changed into a much more operationally lite model. That’s essentially the bold move over here.
Summary of decisions:
Try v/s Buy
- Try (also concurrently buy)
Product First v/s High Intent
Product (Opt-in Form)
Philosophy of Design of Website (Home Page)
PI Optimized
Lead Capture
Ask once the person expresses early stage intent
Not selling DIY
“Start Learning” is the Key CTA
Currently Known
1. Payment Gateway is ONLY inside the Product (Pure In-App Purchase)
2. There is NO application process
Intent Expression Placement irrespective of In-Product or Web – Downstream process same
Currently, we also have ‘Try & Buy’ both. So I think we also need to focus on the need to have a product first opt-in form, versus the high intent opt in form. You just get the person onto the product. And once you get the person onto the product, the design philosophy for the website and design philosophy inside the product needs to be homogenized. So the homepage and the landing pages need to be optimized. And, optimized for the remote delivery are not for classrooms.
And there has to be a lead capture form that has to happen within the product on the website, but at different stages, but not something where the person is just starting. We’re also not selling standalone Do-It-Yourself programmes. “Start Learning” is the key CTA currently known is that the payment gateway is only within the product, you need to bring it on the website as well. And the intent expression placement irrespective of in product or web; downstream process same. The way people express intent has to be Uniform.
Our website had a similar stack on the website and in the product. So we are a Django + Python, Java + React. Let’s look at, defining the product council. Product Council is – all the stakeholders who essentially drive the product forward. The only aim of Product Council is Revenue. Whether it is Sales, Academics, Product OR Marketing, or Engineering, all of them have the same aim. So, once you have a singular metric, then things are much simpler. The key thing to note here is that the lines between product, engineering, marketing, sales have blurred. And that’s exactly what you’re looking at building. So the cross-functional teams, we need to have, like your teams that sit together, share the same metric, running the same process. That’s what we’re trying to build over here.
We’ve done is we’ve done extensive learner-journey mapping exercise. What does the learner do on day zero? What the learner is supposed to do on the day one, day two, day three, day three to day 15? What are the things that they should do? So it typically goes back to awareness, achieving the first milestone and then getting into the habit? So what are the desired outcomes specifically for the learner in the greater learning platform? What are the specific set of activities that they should do. Just committing and learn and practice. So all of those things are clearly outlined over here.
You have the learner journey very clearly mapped out from Day Zero to Day 28. To end of the programme, what kind of stages the person is you’re trying to semantically capture it? And what is the desired outcome at each stage? And what are the platform actions? So what kind of, you know, things that we need to do as a platform the normally signing up for a programme or signing up for a free programme? Commitment for milestone, First Topic, First Quiz. So what is it that this person is doing at different stages?
So what are the desired user actions that we need to have at different points in time? This also lays out a foundation for identifying what are the metrics? What are the key things that you need to measure? What kind of programme modules that we will need to have at different stages. Specifically, regarding curriculum. Regarding different parts of the curriculum. What is it that this person should do? What kind of learner actions do we need? Learner make the choice of his or her own learning path? Adherence to milestones? What is it you need to measure at each point in time? What interactions do we need with the mentor? When does the mentor step in? And how do they interact with people? What kind of support process do you need? Do you need a chat bot? If you need a community? Do you need office hours? What do you need?
What is the learner emotion at different points in time? Is the learner is on the right positive track, where they see a path for themselves, they see interactive content, they see various aspects, or they are basically having bad platform experience or non personalised messages. Depending on these things, we will be able to then serve them the right messages.
The key pain point if you’re able to identify in on each of these steps from an academic perspective. And one of the key delight moments if you’re able to just identify all of these things, for each of these stages and steps, then you will be able to have a very meaningful product that can be built around this. And that would lead to a very coherent experience for a person when they are inside, when they are inside the platform.
Next, we move on to some brainstorming ideas that we had with respect to various stages and phases.
When the person has signed up, and they are onboarding: Then your goal is to basically make them use critical features at least three times. So email communications in app messages, onboarding videos, real time, you know, interfaces, how do you personalise this whole thing for them? How do you deliver them the instant value? How do you make them? Do the group learning the mentor led the active learning and everything. So all of these things, need to be clearly identified.
Similarly, for post sign up, when you want to get the engagement piece going, so here, the aim is to form and reinforce a habit, we should do at least 15 assignment over the period of 15 days over here. And how do you make these things happen? What are the various levers? This is actually a laundry list. But this is a brainstorming sheet where you should never run out of the ideas.
When learner hits the paywall, when you’re making people pay, so sending them the next best offer. Struggler incentive, karma to discount, group discounts. Showing them different things in the platform. There may be objection handling. How does this work?
Post purchase making sure that they have the learner delight. So if they’re getting stuck – instant support. You know, micro happinesses as we call it. Concept module completion, project completion, help five5 people, Upvote, Job short listing, mentor appreciation and more. So I think these are all different steps and stages over there.
Finally, post purchase driving product lead acquisition by a learner. So the goal is to make one person get more learners.
- Gift a Concept (The Ken)
- Gift a Project
- Public Hackathon – Build my team
- Social Sharing (Badges/ Hackathons/ Skill Map) – Default Meta
- Invite to free programs/ Lead Magnet
- Share your Learning (Dileep – Fatos Example)
- Teach with GreyAtom
- Embed Codeblock on other portals
- Post to Medium/ Github
- Johari Window
- Viral Loops
- Growth Loop
Again, these are brainstorming ideas, but this is like the universe which you can try to cherry pick.
And finally, I think post programme completion, you know, the post programme completion if they are behind, then Way Behind
- New PI Cohort – Come her – #GetBackOnTrack Campaign
- Freeze Program and restart – Hibernate functionality
- Assign specific tasks
- Moderated Support Groups – FML (Auto Deprioritized due to 5th Jan)
- Pray to God – Nominate a God
Off Track
- Shared Insights
- Chatbot
- Invite to Mentor AMA
- Prioritized list of tasks
- #PaceYourStudy Campaign
- Success Story – Gajar + Goli – Numeric Insight
- Office hours for (weak) students
Stuck in Middle
- Don’t deduct points for people who are behind of the curve
- Deadline Amnesty Scheme
- Show corresponding wiki resource
- Revision Plans
On Track
- Help a Friend – Review code – Answer 5 Questions
- 2 Interns Supporting for 16 hours
- Unlock additional career services
- P2P Q&A Support (originally intended for Mentors)
- Target this cut for Upsell
Misc:
- Analyze exit behavior – Last activity of user
What this brainstorming exercise provides is – at different stages in the learner journey, what is it that we should have, what features we can build in the product? So that people can complete out their journey.
Here we’re going to look at what is the anatomy of a typical sales pitch. This is very much applicable to telesales kind of process. So, once you open the conversation with anyone you typically Introduce yourself. There is a courtesy and once you introduce yourself, this exchange is the right time to speak & connect. You just plant a very short story about GreyAtom & about the learner. Discover what is their qualification; do a basic information discovery. And, then you just come to where you are discussing the key pain areas for the learner. Then I think you come to the product and you showcase how the product is going to solve your pain. So, this is the offline process. Where the offline process is very, very simple.
- Courtesy
- About GreyAtom
- About Learner
- Qualification
- Pain Point Discovery
- Product
- Solve Pain
- Batch
- EMI
- Scholarship
- Early Bird
Now, if you have to replicate the same thing online, how do you do that? So there is a welcome mail. Then, say ‘Hi’ to community, there is a welcome survey, the ‘Why’ discovery, Personal Goal, Progressive Profiling, then administering questionnaires which will help them discover what is the dominant style of learning. Then what is the step-by-step guide regarding how to become a data scientist. Getting them in a mentor session demo, giving them a feature exposure, people who answered this have higher propensity of getting a job. So that again goes back to specific features like threads and shared insights.
Email with success stories and skill augmentation maps. You are here. And this is where you want to be. And people who have reached there, have gone on to do better things in life. So that’s exactly what you need to do in skill map argumentation.
- The online process of it is,
- Batch Selector
- Checkout
- Coupon Code
- Ribbon in the Product
- Award Performance by Discount
- Award Performance by Incremental Giveaways (Career Services/ Coach)
- Logic on when to ask for money- best time to ask for money
The last part is ‘referrals’. So refer what both sides benefit summary report to mid programme, so on and so forth.
Here is the onboarding. Once the person comes into the platform, you can put together account setup checklist,
- Take a survey
- Solve the first task
- See the dashboard
- Say ‘hi’ to community.
- So these are an activities and milestones that we have defined for the users.
- What can come as onboarding in future? So this is the laundry list:
- Do your first GIT push
- Baseline yourself
- Set reminder on Google Calendar
- Know your mentors
- Refer and Earn
- Invite your friends
- See your study plan. Unlock the freebies
- Discover your style of learning
- Set a goal – print your resolution.
- Subscribe to the 26 weeks of data science newsletter.
Again, this is a laundry list, not that everything can come because it would be too much. But I think this is just a possibility set that we want to open up for you.
Intent hierarchy.
- Events
- Freebies
- CBR/ Contact Us
- Olark
- Download Brochure
- Calendly
- Enquire Now
- Apply Now
- Inbound WhatsApp/ LinkedIn/ FB Mess
- Inbound Email
- Inbound Call
So intent hierarchy is when people do certain things on your website, you know these people are showing intent. What we’ve done over here is if they attend your events, then they have the lowest intent. And if someone calls you inbound or someone just walks into your office, then they have the highest intent. So this is basically the hierarchy. So if they attend one of your online webinars, events, data and events, then they have an intent, but that is lowest intent. If they subscribe to some of your freebies. Freebies can be your ebook download. They participate in some of your online quizzes. Callback request, contact us – if people leave their email address and phone number over there. So that’s very valuable, but that is still not the highest of the intent. If people strike a chat with you, they will definitely higher intent on what you discussed before this if the download brochure – it clearly shows that they are looking at exploring more & understanding more about the programme. And inquiries we just want to have a callback or a chat or a conversation and they just want to understand more about it. Inbound WhatsApp, LinkedIn, Facebook Messenger is a very, very high intent because people have taken extraordinary efforts to do this inbound email, very high for inbound call, extremely high intent, and inbound walking is the highest intent that is possible.
Stages by different team
Academics
- Product Awareness
- Achieving the 1st Milestone
- PAID: Getting into habit
- PAID: On path to completion
- PAID: Continuous Learning over time
Product (Phase Thinking)
- User Onboarding
- Learner Engagement & Support
- Streamline the Web to Product
- GA Product Led Acquisition
- Flipped Classroom Specific – Engagement
Robust learning leads to higher purchase propensity. So that is the premise on which these things are based. Robust learning is essential. So, content, product, learner support matter. When learners need to talk to someone, when they need to chat with mentor, when they need a thread, I think everything is available over here in GLabs.
Fast delivery of initial value. So we need to make people latch on to the product really fast over here.
Engagement, so continuous delivery of the learning value, very critical over here.
Build up of purchase intent, so purchase intent is like a threshold that we need to cross beyond which the people are really very, very keen on buying a product. And this is just simplifying things just to make sure that it is easier to consume.
Paywall at the right place. So not too many freebies and stitching the free and the paid world together. You don’t want to give too much free, or you don’t want to keep just very little free. And a lot of it is just behind the paywall. So I think you need to give them the right balance over there.
We have the process where we have the L0 to L4 as tele-calling stages. People get the first value, they grow the value, and then they basically keep on, you know, buying/renewing more. This is a SaaS mentality that we want to bring to this sales process.
We did this DataFest with the Mumbai University. We had 8000 people in this festival. We got a few datasets from CleverTap, Program Level Insight, Concept Level Insight, Task Level, Time Series & Time Spent. We analyzed each of the buckets separately. So we just put them into different cuts.
- Latched + High Completion
- Latched + Currently adhering
- Latched + Attrited
- High on Activity but NOT Latched
- Never Latched
We squeezed out some of these features from the CleverTap data.
Number of Quiz Attempted
Time to Complete the Course
Number of Quiz Attempted
Number of Project Attempted
Number of Hints Usage
Number of Solution Usage
Number of Unsuccessful attempts – Grit – Try Behavior
# of Programs subscribed
Most Active – Time of the Day
Most Active – Day of the Week
Feature Adoption
— Dashboard Usage
— Study PLan
— Tickets
— Activity on Slack
— Hints/ Solution
Number of Ticket Raised
Number of Total Points
Number of Due Date Adherence
Points breakup
— Quiz
— Chapter
— Project
Video consumed
— # of videos consumed
— # of videos completed
— # of videos aborted
Low Discoverability
— Outline’ Button Clicked
— Practice’ Button
Clicked
— ‘Data’ Tab Clicked
— ‘Profile’ populated
— Filters within the Dashboard
— Menu Usage
— ‘Jupyter’ Notebook Usage
Features/ Metrics
Frequency of Usage (Per Day)
Time Clocked in System (Seconds)
Number of Logins
Number of Sessions
Number of Points per session
Number of Assignments per session
Number of points across Difficulty Level
Most Active – Day of the Week
Feature Adoption
— Dashboard Usage
— Study PLan
— Tickets
— Activity on Slack
Dominant Behaviour
— Readers ONLY
— Solvers
— All Rounders
Cross Usage
— Signed up for ‘DataFest’ tried ‘Y’
Time to Latch
— Detect ‘Episodes of Random Walk’
— Detect ‘Straightline Walk’
— Productivity Pulse
Now, with all these features from different sources – there are some specific questions, you know, like people who have had latched and high completion rates, what is the performance in quiz plus projects last for soldering?
Learner Engagement
Unique Visitors per day on platform – CleverTap
Avg time spent by each user – Product
On learning content
On code block ,
Division of learners by types – Academics to do based on data
1. Viewers – Only viewing the reading content
2. Solvers – Majority time spent on code block without avg reading
3. All-rounders – 1+2
4. By-Standers – Getting into platform, not spending significant time on anything
Daily Active users -> avg number of active learners in a month – CleverTap
Session Data – Understand definition of a session from CleverTap – Chinmay & Yash, exploratory of data that we have so far- Chinmay
Session interval -> various analyses of time between 2 learning sessions
Session length -> various analyses of session lengths (in 1 sitting of learner)
Session break up -> between learning tasks and coding
Time in- platform -> the average number of hours users spend in platform per day, week, or mon – Product
Completion rates – Product
Overall
Avg completion per module prior to the due date
Avg completion per concept prior to the due date
Detecting the Episode of Random Walk
So what I think we really need to see over here is that whether people are, you know, having, completing their journey episodically, or consistently? Or did it go straight line walk, where people have, you know, those episodes where they complete the programme in spurts, rather than doing it consistently? And what is the productivity pulse over there, that can be like a critical input towards the product.
Second, people who had latched but did not complete. Why did they not start repeat usage? What momentum did they reach?
Latched + Attrited (Onboarding Successful but Engagement Failure)
- Why did you not start repeat usage?
- What momentum did they reach?
- What were your needs/ expectations at the Big Bang – Day 0?
- How many people in this bucket?
- Type of Activity – What did he/she do and abandon?
- Last ‘n’ Activities before abandonment
- Time to Abandon
They came to the platform to do quite a few things, but they really didn’t latch on why.
High on Activity but NOT Latched (Onboarding Failure)
- Why did you not start solving?
- What were your needs/ expectations at the Big Bang – Day 0?
- How many people in this bucket?
- Type of Activity – WHat did he/she do and abandon?
- Last ‘n’ Activities before abandonment
- Time to Abandon
And then they, you know, never really signed up. So root cause analysis of that activation ratio. Maybe they were just forced into coming into this platform by the professors. So we really need to understand this.
Never Latched
- (Signup Failure)
- RCA
- Activation Ratio
- Why
- Survey
- Why did you sign-up?
- Start a Sign-up campaign here
So this is something that could have helped us regarding understanding what people are exactly doing in the product.
So we will need to take, you know, one lakh 100,000 feet view of customer journey view from the outer space, where once the person comes in through various touch points, whether it is a website, whether it is the landing pages, we make them land into the agent CRM, or the email client. Email client is hosted in CleverTap and basis of that then basis of what programmes they are into. We put them into routing logic over here.
I’ll just open this diagram and chart, and we’ll see all these things.
When people are on the website, what kind of stack they have, what is the journey that people are in the product? How do you want them to flow? When they are behind the paywall? And what exactly happens over here? So so this is exactly the entire journey? And how do people go from the agent, email CRM, email client, Agent CRM?
We should just dive into this part.
So let’s quickly have a look at the zoomed-in diagram that we just saw, which was essentially the 100,000 feet view of customer journey, and how does it look and we’re going to now deep dive into that.
Website typically has landing pages, and it has chat. We are going to directly put in the agent CRM, and the agent CRM is going to be directly be routed to the tele-sales teams. There’s going to be lead routing happening followed by calling. The tele-sales team will run their own propensity discovery surveys, telephonic counselling is going to happen. Once you understand your propensity and the fitment appropriate pitches will be made, and then we will convert them to the paid product.
Now, when you bring in the product led acquisition, you’re going to essentially have
- Landing pages for
- Lead magnets
- DataFest
- Free tier
- Ebooks
- Tech IQ Calculator
There is a drip that will be administered to them; they will go into the email client which will be again be hosted in CleverTap or SmartTech. And there will be corresponding products that they will have access to. They will be given the notification. Now this notification framework is something that we will be building owning in cloud app. So let’s have a look at this particular beast in between.
These are the engagement signals. Engagement signals are
- Demographics
- Online behaviour
- Email behaviour
- Social behaviour
These things, along with the in product signals,
- Five days streak
- Usage
- Duration
- Struggle
- Feature usage
- Personalization options
- Skill map threshold exceeded
- Demographics
- Aborted/ Enquire Now
There are pre-offers and there are post-offers. So pre-offers are triggers you will serve the users. E.g.: the due date is coming – Why don’t you check your leaderboard, why don’t you see the dashboard? Why don’t you see the study plan? Why don’t you see the mistakes analyzer.
Basis of that people might do a few things, and those input signals might get generated. And these in product signals will be served to the post-offers. The post offers would be you know discounts, fixed duration trials, refer and earn, features, mentor hours, counselling and more.
So, the pre-offers in the post-offers are connected and the communication mechanism between these two is by generating the input signals. The Input Signals and the Engagement Signals are both fed to the Signal Aggregator. The signal aggregator is nothing but the “Segments” feature in CleverTap. “Segments” features will do the Lead Routing. Lead Routing will route leads for the classroom programme and the remote programmes. This will be put back to CRM. Or these learners may be routed to the courses which are Do-It-Yourself. So depends on where we are exactly. Different things will be fed to the person. And once they graduate to a certain level, then they come in to the agent CRM. And then they’re basically nurtured. So, this is the customer acquisition flow from a top level.
So this is all the framework that is envisioned within GreyAtom And this is something that can easily be built out with CleverTap, SmartTech or WebEngage or any of these nurturing platforms. We’ve had a look at the customer journey from 100,000 feet view, let’s go a little deeper and flesh it out.
So let’s come to the 40,000 feet view. By the customer acquisition, there’ll be a free portfolio of products, and there will be a Paid Portfolio of products. In the Free Portfolio, you’re going to have
- The 10,000 Minute Lecture
- Viral Loops
- 26 Weeks of Data Science
- Free courses
- eBooks
- Affiliates and everything
All of them feed into the Do-It-Yourself programme. Once they come to the Do-It-Yourself programme, the whole nurturing takes over. Then people are routed to the remote mentor programme or they have limited access to the classroom programme. So that’s what’s going to happen.
When you come even deeper, you will come to know that there is a paywall. There are larger web-to-website boundaries and website-to-product boundaries. We have webinars, seminars, code-along data, 26 Weeks of Data Science & 10KML Lectures. So there is a web-to-product boundary. Once the person registers for any of these things, they come for the corresponding programmes in the system, or they attend some of these webinars that are happening in different systems in the programme, then there can be a request demo that can happen. And then you essentially put people on the paywall. So that’s essentially the intent hierarchy within the top of the funnel. So that’s a slightly detailed view over here.
Channel, Health and Stage if you just combine them together, you will get an excellent picture of where the leads health in flow or funnel? At what stage is this lead? And what is the health of this lead? Is this person enjoying over there? They’re getting excited, is it having positive outcomes or negative outcome basis of that you will administer them specific stimulus.
Let’s have a look at the tactics. So I think we spoke about the whole grand vision regarding where the person is from 100,000 ft – 40,000 ft – 10,000 ft – 100 ft. And we’re just trying to bring this now on a very tactical level.
How to document learning as a customer acquisition team? So this was the framework that we essentially had proposed. Now say you are in the onboarding stage, what are the stages you are in the onboarding stage, there can be sign-up stage, onboarding stage. Let’s take the person has taken the first survey, then what are the actions that this person can be done pop up to take survey, click pop up to take the survey. Why don’t you take if you’re in this particular stage of onboarding and take the survey, pop up to take the survey, click on
Get started to try and get back take a survey discovered step by step guide. So these are kind of triggers that you will push to them. Now if the customer, learner hint is bad. And learner, academic health is neutral. So there are two things, learner marketing health and academic health. The person is both a learner and a customer. So if the learner marketing health is bad, and you say that, you know get retry, get back, take us away discloses sticky notification to the user takes us away from the earlier tactics that you can use within the product.
If the learner marketing health improves from bad to say neutral, then you essentially say just put a pop up to take the survey, click on this notification. So depending on where we are, we will serve them the right, notifications, pop-ups, communication within the system. And that’s the depth that we went to regarding building out the journey mapping to building out the communications framework. The post-triggers, pre-triggers, the in-product signals, marrying them with the engagement signals. And these are the kinds of things that we came up with on the in-product communication.
Let’s say you’re in the sign-up stage. In sign-up stage you are in the substage, which is the activation stage. In the activation stage, the learner marketing health is good. And learner academic health is also good. And in that case, you send them a welcome email and, you know, plus an activation kind of thing. The channel is email. So what is it that you’re supposed to do? The thing is, we’ll give you an advisory. This is basically how you document your learning regarding what is happening. So this is something like a bootstrap. But I think this can become a very comprehensive document of what all needs to be done at different stages.
At 100 feet, 100 feet kind of view, you’re about to look at the various automations, or journeys that get written in some of these tools and products. So this is exactly what happens here. And on the ground, all the customer sees on their mobile app, or their web app, these notifications, in app notifications, SMS, emails, pop ups, these things happen very seamlessly within the product. This goes as a thought process behind all of it. So I hope you’ve got this journey regarding how to do product lead acquisition, and what are the stages involved and how to exactly make it happen?
Ask questions, hypothesize, but do you have a hunch or anything, commissioner a study, get data, go to data, talk to customer, content feedback, Squeeze out the insight – whether it is statistical or pseudo statistical analysis, I think it all helps. Insights can be a feature, campaign or pitch. Not everything needs to be a feature or a campaign or a pitch, it can be any mix of that. It can be communication. It can be a lead magnet. Reach out to the right teams. And the most practical thing is – because it is a very inter-team kind of an effort – we need to maintain peace, don’t lose sleep, if your inputs are not action. We are one growth team.
We identified certain features for the engineering team. Classified them regarding impact regarding various parts of the journey. And we’re handed it over to the team. We want to have a look at the various features that were identified, which were specific to Martech. Assigned priority to it. Assigned the emergency. What is the effort and impact? What are the plans that marketing has with this feature? What part of the funnel does this belong to?
Let’s look at some of these things like in product.
Paste the table here
So lots of thought process put over here.
Key takeaway over here is that we need to formalise the product Council. We need to establish a weekly cadence. Product team to own the orchestration of this.
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