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Kristin Runyan

Plan, Analyze & Pivot

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About Kristin

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PLAN

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1. Research

2. Collaborate

3. Score

4. Decide

5. Communicate

Plan

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• Do as much external research as possible • The Marketplace

• Your Competition

• Existing Clients

• Likely Prospects

1. Research

Create a backlog

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• Meet with team members and internal clients about priorities and business drivers

• Sales is a customer!

• Marketplace Opportunity must meet business capabilities

2. Collaborate

Groom the backlog

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• Take all of the inputs – internal and external

• Balance them against cost / level of effort

• Create a score to aid in prioritization

3. Score

Prioritize the backlog

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• Commit to what you can reasonably and effectively accomplish

• Align budget and resources accordingly

4. Decide

Commit to the backlog

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• Tell everyone! • Make sure the Marketing team knows:

• What you are doing? • What is the priority? • What is the timeline? • WHY?

• Make sure all other stakeholders are aware too – especially Sales.

5. Communicate

Communicate the backlog

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ANALYZE

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• What do you know?

• What do you think? • Can you find out for sure?

• Data tells the quantitative story…

• Who tells the most relevant qualitative story?

Analyze

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Look at the results

• Are you meeting goals?

• Where are the bottlenecks?

• Where are results less than expected?

• Where are results better?

What do you know?

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What do you think?

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• Back-up thoughts with data where possible

• LEARN!

• Do not stick to your original hypothesis if signs point elsewhere

What do you think?

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• Here, qualitative matters too….

What do you think?

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PIVOT

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• Who is good at Pivoting? • Sailboat Captains

• Airplane Pilots

• Basketball Players

• US??

Pivot

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Example 1

Example 1

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• Direct Mail is seldom used

• We have a good partnership with lots of name recognition

• Beautifully designed piece, attention grabbing, clear call to action

Print Campaign

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• Sent a list with 9,000 names

• Whittled it down to 3,000 of the most viable

• Sent a Direct Mail piece costing $3/each

• Email follow-up

Print Campaign

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• Do a pilot first!

• Send out 1,000 direct mail pieces

• Reduced Costs

• Gave us time to analyze responsiveness

Critical Decision

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Surprising Result

• Email worked better!

• Far greater response even on follow-up email to direct mail

• Proceeded with email only to larger group

• Better Response + Less Cost = Win, Win

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Example 2

Example 2

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Prospect Correspondence

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• Results better with text email

• Equally important….

• Sales liked it better

Analyze

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Example 3

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Product Evolution

Utility Expense Management Resident Billing Payments

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Product Evolution

Analyze Bill Collect

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Product Evolution

Analyze Bill Collect

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Product Evolution

Analyze Bill Connect

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Good stuff too!

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What about you?

How can Agile help?

What about you?

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QUESTIONS?

Thank You