Engineers in marketing at futurice
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Transcript of Engineers in marketing at futurice
Who am I? Was a shy nerdy girl. Studied computer science. Designed UIs, lead IT projects. Got two kids. <3 Become an agile coach. Now a marketer! Always the idealist.
Laura Snellman-Junna @lsnellma
What I’ll talk about?
Who we are. What we do. How we market it.
We create digital services for people, to love. We help our customers to succeed in the digital world.
• Founded in 2000 • 200+ clients, 1000+ projects • 240+ employees from 20 countries • Europe’s best workplace 2012&2013 • 8th year in a row profitable growth • YOY growth 30%
LEAN SERVICE C
REATION
LEAN SERVICE C
REATION
2/3 Engineers Developers, designers, business consultants, sales guys, leadership team, internal operations.
LEAN SERVICE C
REATION“The era of separating traditional industries and
technology industries is over—and those who fail to adapt right now will soon find themselves obsolete.”
– Forbes.com
Now every company is a software company
http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/
LEAN SERVICE C
REATION
From technology-driven to customer-driven?
From functional silos to effective teams?
From internal politics to getting things done?
From legacy technology to creating new business?
From planning and executing to testing and iterating ideas?
How might we transform..
LEAN SERVICE C
REATION
Lean Service Creation A holistic, evidence-driven methodology for lean ideation, design, build and operation of services in a complex environment. LEAN
STARTUP
AGILE DEVELOPMENT
DESIGN THINKING
LEAN SERVICE C
REATION
Customer development is the primary driver in new service creation and the the product development is secondary. It is not enough to be in love with your solution. You have to be thrilled about the customers and the domain.
More Customer
development
Less Product
management
Lean Service Creation
LEAN SERVICE C
REATION
Lean Service Creation
SERVICE VISION SPRINT
TEAM : Business / Technology
Design / End-Users
BUSINESS IDEA
Improve
Improve
Improve
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE VISION
MVP TO
LAUNCH
LEAN SERVICE C
REATION
LEAN SERVICE C
REATION
Constantly visible & tangible goal
Constant feedback
Meaningful & motivating
work. >>
Small steps
BUILD
MEASURE
LEARN
How to get established corporations to work more like startups?
The path to change is having the right attitude, knowing the tools and methods, and having an organization that empowers entrepreneurial individuals.
LEAN SERVICE C
REATION
1. Put all your experts in the same room.
2. Know your customer and you’ll find the problem worth solving.
3. Design the emotions the user experience evokes.
4. Validate your business assumptions. One by one.
5. The customer is product development’s crowning achievement.
6. Get a great product manager.
7. Lightning-fast feedback guarantees quality.
8. Don’t build everything yourself.
9. Kill your bad ideas as early as possible.
10. The service launch is the starting point for development, not the goal.
http://futurice.com/blog/ten-steps-towards-a-lean-service-development-process
10 steps
LEAN SERVICE C
REATION
Marketing is actions. We do not see marketing as roles or processes. Some do it more. Some do it less.
Cases = Stories with suspension, some drama and finally results
Services = What we do and how we do it
LEAN SERVICE C
REATION
20/80 Sales 20% hunter = we look for interesting new clients and cases with a right culture fit 80% farmer = we care for our clients business and help them transform
LEAN SERVICE C
REATION
Not just digital, events and talk! Developers make hundreds of interaction design micro decisions every week. Engineers do hundreds of marketing micro actions every month as they interact with clients. Sales guys, well…
LEAN SERVICE C
REATION
100% Delivery No nonsense. Keep the promises. Get the client to market for you!