to represent only my personal thoughts and opinions and not specifically those of ServiceTitan or any other employers I have worked for or been associated with. That said, I have seen many of the concepts I will express today work well historically in my experience. All sensitive information today verbally or visually has been redacted and anything you see in no way represents ServiceTitan or any other business I have been associated with.
program can be construed as a cost center, then something is fundamentally wrong with it.. Cost Center: • Unguided research • No data inputs / Bad data • Unclear actions or stakeholders • No continuous content creation and iteration • No defined metrics • No defined KPIs
foundation can make a competitive program drive real business value across every biz function. Cost Center: • Unguided research • No data inputs / Bad data • Unclear actions or stakeholders • No continuous content creation and iteration • No defined metrics • No defined KPIs Profit Center: • Touches every part of org • Business + IT interlock • Close interlock with sales • Clear funnel into product • Clear metrics • Clear KPIs
business value across every biz function. Cost Center: • Unguided research • No data inputs • Unclear actions or stakeholders • No continuous content creation and iteration • No defined metrics • No defined KPIs Profit Center: • Touches every part of org • Close interlock with sales • Clear funnel into product • Clear metrics • Clear KPIs Strong pillars can make it a powerful program
just a nice-to-have, but mission critical. Sales Increase Win Rate Product Deliver differentiating feature insight Strategy & Corp Dev Inform market moves Competitive Program Product Intelligence Market Intelligence Customer Intelligence Marketing Integrated campaigns Customer Success Reduce churn rate Competitive can be a currency across your company
Disposition Codes to capture loss reasons: • Product Gap: Which one? • Pricing/budget • Onboarding issue • No Decision-maker • Did not see value • Bad timing Churn Rates A tight interlock early on between IT and the relevant business functions is critical for robust W:L analysis.
interlock early on between IT and the relevant business functions is critical to optimal loss analysis. Example Disposition Codes:: • Product Gap • Pricing/Budget • Onboarding issue • No Decision-maker • Did not see value • Bad timing Identify patterns and clusters for actionable insights: Churn Rates
value of competitive intel to product stakeholders is critical as they think of their products like ‘businesses’ that need to maintain their edge. A few top views for product: • Product dispositions (stack ranked) • Competitor feature differentiators • Competitors new releases (release notes) • Tear down analysis • Product lens within battlecards Product Intel