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When it comes to internet marketing, every technique should be implemented for optimal results. One of the advantages associated with white label programs is the ability to customize your own brand. It takes just 15 seconds to understand the basics of someone’s personality style (including your own). If you run a software-as-a-service (SAAS) business, you might already know about the core concepts behind Aaron Ross and Margaret Tyler’s book Predictable Revenue. Lately, I’ve been getting asked frequently in my consulting practice about how to structure the Customer Success role. Predictable Revenue encourages the segmentation of sales roles earlier than one might think and I totally concur — but again, for all roles. So how should you actually structure the four specialized roles defined by Predictable Revenue? The first picture shows the ten major functions of this business in grey: Strategic Execution, Strategic Finance, Sales and Account Management, Product Management, Customer Success, Technical Operations, Software Engineering, Marketing, Strategy, and Admin. Before I proceed, I want to remind you that an organizational structure is not the same as an org chart. It seems to me that the authors of Predictable Revenue understand these differences intuitively. If you can conceptualize Account Management and Customer Success as two distinct roles rather than one, it suddenly gets pretty easy to figure out how to structure them both. In addition to the head of Sales and Account Management, you’ll also want a head of Customer Success that oversees Client Onboarding, Client Training, Client Analysis, and Client Experience Optimization.
There are 3 major types of breakdown that occur when you combine Account Management and Customer Success into a single role. On the other hand, companies that combine Customer Success and Account Management, end up with similar problems, sacrificing the product experience of the many accounts (Customer Success) for the needs of the few key accounts (Account Management).
Again, the Account Management role is a relationship role that needs to focus on the needs, aspirations, and renewals of key accounts. The PSIU style and approach of a world-class Key Account Manager requires a high drive to Unify or create rapport and connect with key accounts.
You can contrast the style of a great Account Manager with the style and approach of a world-class Customer Success leader, who should demonstrate a high drive to Stabilize and Innovate, but not to Unify.
If you were to place an Account Manager type with a high Unifier style into the Customer Success role, then you would get a lot of great customer interactions but not a lot of scalability, design insights, or process improvements. In short, always try to put the right style of people into roles where they and the business can thrive.
In addition to a breakdown in focus and styles, there is also a different time horizon for Account Management versus Customer Success. Customer Success is going to be under a lot of short-range time pressure too but you want to design the organization so that Customer Success doesn’t collapse under this short-range pressure.
We want Account Management to put pressure on the company to fulfill on the needs of key accounts. Predictable Revenue has started a broad and productive conversation that is still evolving. Despite how it’s been defined by Predictable Revenue, I believe that Customer Success should not be placed in the same category as Account Management.
Finally, the idea of having happy, recurring customers is obviously not new and it involves more than formalizing a Customer Success role.
Assuming that you already have a sound strategy and execution framework in place, if you can get your Product Management function right, you’ll solve a lot of problems inherent in scaling your business.
In the early start-up stages of a business, Product Management doesn’t need to be a well-defined function. But once product-market fit is established and the company is ready to scale up by adding new product lines, customer types, or markets between the late Nail It and early Scale It stages, that’s when Product Management should be rethought and redesigned. It’s pretty easy to spot a breakdown in the Product Management function in your business.
Elon Musk would make the dictionary definition of the Product Strategy or Product Visionary role.
The style of a head of Product Strategy is very Innovative or future-oriented and focused on possibility (psIu). The style of a head of Product Design is usually a mix of Innovator and Stabilizer or pSIU. An example of a Product Design style is Jack Dorsey, who is co-founder and now CEO of both Twitter and Square.
Depending on your business type, Product Design likely has a title of Designer (Software) or Prototype Design (Manufacturing).
Product Development is the function that transforms product designs into actual working products or, in the case of a manufacturing company, actual working prototypes for manufacturing to produce at scale. The PSIU code for a Product Development function is a high drive to Produce or get stuff out the door and a high drive to Innovate or to be creative and disrupt the status quo.
Depending on the type of business you’re in, Product Development may be called Software Engineering (Software), Prototype Engineering (Manufacturing). The fictional Peggy Olson from AMC TV’s Mad Men is a classic example of a Product Marketer.
In your own business, the Product Marketing function might be called just Marketing or Brand Management – even as it helps to manage a wide range of functions such as product positioning, pricing, promotion, competitive analysis, PR and creative, and drives marketing execution and more. Sundar Pichai is a classic Product Manager type who was recently promoted to CEO of all of Google. This includes prioritizing Product Development and Design resources by product, coordinating with Product Marketing activities, and ensuring that the short- to mid-range product development roadmap ties into the overall Product Strategy and is clearly communicated. In PSIU code, the PM function needs a high drive to Stabilize and a high drive to Unify, or pSiU for short.
Aside: Note that Sundar has a very different style compared to the more famous Google co-founders, Larry Page and Sergey Brin, who both have a high Producing and Innovating style or PsIu common to entrepreneurial founders. In your own business, the PM function may not yet exist at all, or it may be called something different. In the rest of this article I’ll show why the PM function may be missing or has been set up incorrectly in a business that is attempting to scale and how to do it right. Now, you may quibble with how I’ve defined and described the many facets of Product Strategy, Product Design, Product Development, Product Marketing, and Product Management, and the examples of styles found in each.
So yes, you want to improve your company’s ability to define, prioritize, build, release, and promote its products – but how do you know where the breakdowns are really happening and how do you catalyze a breakthrough? There are five basic product management tactics that every business can implement to help it scale up more easily and profitably. You’ll notice that all five of these tactics relate just to the PM function and not to Product Strategy, Design, Development, or Marketing. In most businesses struggling to scale, there’s not usually a big gap in Product Strategy, Design, Development, or Marketing. However, there usually is a breakdown in how the PM role is managed in a company between the Nail It and Scale It stages. And if it should turn out that your current head of Product Strategy, Design, Development, or Marketing still can’t cut it after relinquishing PM duties, well, congratulations. Breakthrough #1 is to treat the PM role as its own major and separate function in the organizational structure.
While Product Design and Development (under Prototype Engineering), Product Marketing (under Marketing), and Product Strategy (under Strategy) are in their correct relative locations in this structure, the PM role is missing. For example, what do you think happens in a business when the PM role and Product Development or Design roles are co-joined as the same function? On the other hand, if you have a strong PM who is also head of Product Development or Design, then you’ll likely have a really thorough product plan that is well-communicated but perpetually late on shipments. Again, you can get away with burying the PM role in another function when the business is in start-up mode with fewer problems. When scaling up, the PM role should become its own major function in the organizational structure. When there’s budget and availability, this founder must find talented replacements for each of these hats so they can focus on being the head of Company and wear just one or two additional hats (such as the head of Product Strategy or the head of Team and Culture).
But if quarterly P&L accountability is not delegated to the PM role, then the founder will never fully take off the old hats. Few things are more ineffective and dispiriting than having accountability for something without the authority to see it through. By delegating P&L to the PM role, you are putting real teeth into its authority and allowing it to fulfill its purpose. The head of Company and head of Finance then also collaborate with the head of the PM function to set profit margin targets, the pricing matrix, and discount percentages allowed for each product. By listening to and collaborating with all the other major business functions, the PM decides on the resource allocations to be put toward the various products and features.
As mentioned, having accountability for P&L also allows the PM to be effective in their role. For instance, let’s say that you are a US-based manufacturing business and have manufacturing sites in Chicago, Tokyo, and Frankfurt.
Put another way, to decentralize means that if you have multiple products, factories, or semi-autonomous sites, then a PM function should be assigned to each of them.
Using the above example of a manufacturing company with three sites, you’d work to develop a separate PM Office at each site.
The style, vision and values, and capabilities of the people who play a PM role in your organization also have a lot to do with its overall success. Another common misstep occurs when the company believes that its products aren’t creative or innovative enough and so it looks for a high Innovator style to play the PM role thinking that that will lead to more creative ideas. But when two strong Innovating styles are forced together, this usually turns into a pissing contest over who really owns the vision. You want your PM to have enough Innovating force to get and appreciate breakthrough ideas coming from elsewhere in the organization.
There are other capabilities and attributes to look for in a strong PM besides the natural ability to Stabilize and Unify. Purchasing or deploying a new tool or platform without first making the PM role a core and distinct organizational function, assigning quarterly and annual P&L accountability to it, and staffing it with the right people, would be the equivalent of applying a fresh coat of paint to a badly designed house.


Instead, put most of your energy and attention into rethinking and redesigning the PM function (as well as your overall strategy and execution framework) and then you can help to equip the PM with the right processes and tools to be effective.
The PM must also make communicating the short-range product roadmap cycle a regular priority. The bottom line when it comes to processes, metrics, and tools is that a strong PM will likely already know what processes and tools they want to deploy and what metrics they need to track. One more thing: I would encourage Product Marketing to maintain its own product release calendar so that it can coordinate and execute on training, PR, education, campaigns, and all other aspects of product marketing.
Also make sure to keep the product prioritization meetings SEPARATE from your regular cross-functional leadership team meetings. Now that we’ve defined the terms of product management, talked through the basic scaling tactics, and answered the most pressing questions, let me share a case study with you that should help to bring it all together. For the past several years, Max was anticipating that the adoption of the Health Care Affordability Act by the US Government would unleash huge market demand from large employers and insurers to track quality of care (He was right).
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I also publish Santa Cruz Tech Beat , the go-to source for all things tech in Santa Cruz, CA and the entire Monterey Bay Central Coast region.
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Technically I would start to think through your organizational design and role segmentations in the mid- to late Nail It stage of business development.
This is the role that’s creating all the buzz (and I think some confusion) — how do you actually structure that? They are meant to illustrate how a scalable organizational design will keep Account Management under Sales and treat Customer Success as its own major function. Keep Account Management under Sales and elevate Customer Success to its own major function. The answer is that Account Management is a revenue-driving relationship role and Customer Success is a revenue-driving systems role. Specifically what I mean by Account Management is Key or Strategic Account Management focused on building relationships, being the voice of key customer needs, and driving recurring and upsell revenues from your largest and most important accounts. Customer Success is a systems role that needs to focus on the needs, aspirations, and renewals of all accounts. While we’re looking for a high drive to Produce and win new accounts from the other sales roles, we want a more Unifying approach from Account Managers who build relationships and create empathy with important clients. The Customer Success leader excels at designing systems, analyzing data, finding efficiencies and, generally, making the entire system work better at scale. Customer Success must design and optimize systems and processes to onboard new clients, train all clients elegantly so they understand and engage with the product, and optimize the overall client experience for all clients. Account Management will always be under tremendous short-range pressure to meet key account needs and drive new revenues from their portfolio of accounts. We also want Customer Success to put a different pressure on the company for the needs of the overall product experience and for renewals.
While every structure is unique, it generally makes more sense to keep Account Management under Sales and make Customer Success into its own major function. It’s always a total company effort that requires constant engagement, effort, and reinforcement from all roles in the company. One of the advantages of my position is that I get a deep, inside look into different industries and businesses. You will also have a much easier time increasing revenue growth, execution speed, agility, and profits. To scale successfully, you’ll need to rethink and redesign Product Management between the late Nail It and early Scale It stages of business development.
There are actually five primary product management-related functions that every business performs but are distinct functions that should be treated as such. You can learn more about PSIU here and take the World’s Fastest Personality Test to get a basic sense of it before proceeding. This means that they excel at seeing and articulating the product vision or strategy and how it should actually show up in end-user hands. The titles will be different but the function the same — to translate Product Strategy into an elegantly functional user experience.
The Product Developer is constantly thinking about how to translate the concept and requirements of a product design into something that actually works and getting it produced or launched — fast! Whatever it’s called, it is valued for its ability and capacity to produce high-quality and innovative products quickly. A great Product Marketer is adept at using their intuition and data to artfully answer questions like, “What makes this product unique?
One popular example of a classic Product Marketer is Peggy Olson from AMC’s hit TV show Mad Men. An outstanding PM keeps the customer needs forefront in their decisions while coordinating and allocating resources to delight those customers and achieving business objectives.
For instance, a classic PM style who is now in the public limelight is Sundar Pichai who was recently promoted to be the CEO of all of Google when it made the recent shift to its new Alphabet structure. If yours is a service or contract business, then perhaps it’s called Project Management or Program Management.
It is a very critical, high-leverage function that, when executed correctly, greatly facilitates the leap past start-up into scale-up and beyond.
When these leaders can focus on what they’re best at, they have the time, energy, focus, and skills to thrive at the next level. These roles are much easier to fill once you have set up these other five elements and have clarity on the real accountabilities of their respective roles.
If the Product Management (PM) role is not its own major function, a business will struggle to make the leap from start up to scale up.
I.e, there is a lot of product planning being done but a lack of actual live, high-quality, working products shipped to customers on time. Product Marketing and Strategy must maintain that long-range focus to be effective while the PM role must have a short-range focus and deliver results efficiently. It translates upstream requirements from clients, sales, marketing, and strategy into clear, short-range priorities.
Imagine a fast-growing start up where the visionary founder plays the role of head of company and also wears that hats of head of Marketing, head of Product Strategy, head of Product Management, and head of Team and Culture.
Instead, they’ll be continually sucked into making product prioritization decisions that are really in the realm and accountability of the PM role who needs the authority to do his job. It’s much more realistic for this role to make prioritization decisions based on the constraints of quarterly profit targets (whatever they may be), rather than just the strong opinion of Sales, Marketing, or Operations.
The head of Finance needs to support the PM role with clear budgets, analysis, and advice but the actual authority to make decisions within those budgets needs to reside with the PM. Basically, in the budget process, the head of Company and head of Finance collaborate with the head of Sales to set annual and quarterly revenue targets and with the other functional heads to set expense budgets. For instance, in a software company, the PM would decide what percentage of development resources to put on different products or features in a given quarter.
When conflicts arise (and they will), then the quarterly P&L target is the ultimate arbitrator. Well, if you were to centralize the PM function in Chicago, then you can imagine the discord, complaints, and manufacturing breakdowns happening in Tokyo and Frankfurt, can’t you? That is, you’re not trying to create a bottleneck where every decision must flow to one central person or team to make PM decisions. And each site may have multiple product managers, depending on the company size and complexity of its products and services. Many struggling growth organizations make the mistake of attempting to fill their PM roles with a high Producer or a high Innovator style. While it might create some new energy and excitement in the short run, it will come at a huge cost of poor coordination, communication, and prioritization and will slow down overall execution speed soon after.
But there are already probably a ton of new breakthrough product ideas residing across your organization, including from within Sales, Marketing, Customer Service, Strategy, and R&D.
Sure, it might look fresh for a month or two but the house is still falling apart and it’s still hard to live in it. The best practice I’ve seen here is for the PM to host an open product roadmap meeting once or twice a month.
If you are in a setting that requires more frequent adjustments to priorities, then you may have to have that prioritization meeting every week. You don’t have to invest in a million-dollar ERP system just to figure out the exact profit margin to-the-penny of your various products.
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We Design Website with high level coding that's are SEO based website Design, Responsive website Design and we use HTLM5, CSS3, Javascript for our website Design. Email marketing services are just as important as all other services are that are used for online success. Branding gives people the chance to use their own business name and logo for the services they are promoting for another company. Another element to think about while looking for white label email marketing software is template design and testing. In this article, I’m going to show you how to use the principles of Organizational Physics to actually structure the Customer Success role so that your own SAAS business has the greatest probability of realizing its potential. In fact, you should define and segment all of the major roles and most of the minor roles in your entire business — not just sales. You will create more clarity, focus, and role fit and scale more easily by keeping these roles separate. If not, then it will start acting more like an Account Manager being whip-sawed by the needs of key accounts and less like the head of Customer Success for all accounts.
The role of Product Management is to to make the hard decisions that balance out those competing needs and move the business forward now and over time. While no two situations are exactly alike, I have seen a consistent yet under-reported issue out there that keeps 9 out of 10 companies from getting out of start-up mode to the next level. If you don’t get Product Management right, scaling to your potential will be much harder or even impossible. That’s because at its core, Product Management is a translation, prioritization, and coordination function.


Notice how Musk continually underestimates the true delivery time frame for all of his ventures – SpaceX, Tesla, SolarCity, etc.? The better the Product Designer holds the Product Vision, understands the back-end technology or manufacturing process, and tunes her empathy to what the end-user desires, the better she will perform in that role.
Notice that he holds the product vision (Innovator) and also gets his hands dirty writing code and getting products shipped (Producer) or a PsIu style that is common to many product savvy entrepreneurs.
When watching the show, pay attention to the fact that Peggy works long and hard (Producing) into the night responding to client projects. By most accounts, Sundar is highly respected for his ability to translate the emerging products vision, manage the gap between technical product details and user experience, and coordinate across other Google functions (Stabilizer) and also to empathize and communicate with a wide range of different and often competing interests within Google to keep things moving forward (Unifier).
Regardless of the title, the purpose of this role is to translate requirements, set short-run priorities, and coordinate releases.
I’ve helped to deploy them and seen them create significant breakthroughs in revenue growth, profits, and execution speed in multiple different industries, including high tech, clean energy, healthcare, finance, services, and manufacturing. I’ve designed it using the 5 Laws of Structure but intentionally left out the PM role to make a point.
If you have a technically strong head of Product Development or Design who also oversees the PM function, then you’ll likely have a fairly strong technical product that ends up being miscommunicated and that few are trained on.
It should be clear that Product Development and Design roles and the PM role are different functions that require different accountabilities, skills, and leadership styles. If so, how do you think Sales Operations, Customer Service, and Manufacturing would view the PM role?
Obviously, this isn’t going to scale up and this founder will quickly find themselves overwhelmed, unable to delegate effectively, and a bottleneck to growth. For instance, can you get a sense for how much conflict the PM role must continually manage?
For example, let’s say that Sales really wants a feature in the next release but it would mean bumping out some other critical features in the roadmap in order to deliver it. And will the PM be able to resolve all of them without help and influence from the head of Company or head of Division?
Instead, you’re pushing accountability down into the organization so that those closest to the customer can conduct their own product management.
They simply have an intuitive knack for understanding where the market is going, where the opportunities lie, what customers truly desire, and how to delight them. They should be able to steward the product vision but not have a need to control the product vision. They emanate a sense of respect for themselves and they give and receive respect with others.
So put resources and investment into finding and filling it with the right leader, with the right structure and accountabilities, and then support it with the right processes, metrics, and tools.
This means that whoever wants to influence the product roadmap can show up to that meeting and make their case. Focus on having a regular and open product prioritization meeting as well as the regular communication of the short-range product roadmap and to pay attention to the metrics that really matter. This eight-year-old company had about $6M in annual sales but its growth had been stagnant for the past several years and it was losing money. The challenge was that the company seemed to keep tripping over its own two feet during execution.
A common problem was that new features for the next-generation portal would get built but were usually a surprise to everyone outside of product development and weren’t communicated well to clients or to support staff.
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While the titles may be different in your own business, the core functions will be familiar to you.
When their vision is tracking well and showing visible, measurable results, they are really excited, fun to be around, and charismatic. It should go to the person most suited to holding, articulating and selling the vision and strategy. What is the optimal design for the best user experience?” Technically, they are well-versed in key elements of the user interface and how the product can or should interact with back-end technical systems and processes. Apple would not have been Apple without a Jonny Ives — who is a Product Designer style — to complement the Product Vision of Steve Jobs. Even after Facebook became a $1B+ business, Zuckerberg still preferred to spend most of his time head down coding on the product while others took care of the business and coordination stuff. She is also able to analyze and intuit the larger product strategy for breakthrough positioning (Innovating) and manage the details of the pitch with attention to detail, stability, and support (Stabilizing) to her boss Don Draper, who is a classic Creative Director type or a big Innovator. Note that the major business functions are in grey and each has a blue section with basic Key Performance Indicators (KPIs) to help explain its accountabilities. But none of these locations in the structure are ideal and, in fact, can cause a lot of harm when attempting to scale up.
You will also have poor communication and coordination with marketing, sales, and operations on releases. That’s right, as a biased (if not useless) marketing function not pertinent to the operational demands of today. It coordinates between sales, prototype engineering, manufacturing, and marketing so that downstream product releases are well-prepared and communicated, adopted, and impactful.
As a company gets into scale mode, the founder and CEO (as well as other members of the leadership team) need to start taking off the multiple hats they’ve been wearing so they can focus on fulfilling the individual roles they are best suited for.
A high Producer style has a lot of energy and drive to step in and get things done but, in this new role, they can’t step in and actually get things done themselves. Frankly, there is no product development process that can come close to duplicating this innate sense. It also allows the PM to have some sanity because they’re not being whipped this way and that way every day trying to accommodate an ever-changing array of feature requests.
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Product Development seems confident in its own product and projections but everyone else isn’t. And critically, Product Development, Design, Marketing, and Strategy are freed up to focus on what they do best. Rather, the PM is deciding what percentage of total product development resources to invest this period – as in 30% to Product A, 20% to Product B, and 50% to Refactoring, etc.
But asking the PM role to provide that high Producing force is like asking the guy who quickly changes tires in a NASCAR pit crew to take that same approach and manage the entire racing operation. They need to listen, ask smart questions, empathize, coordinate, think things through, understand the details, communicate, influence, etc. It’s a lack of assessing those innovative ideas, prioritizing them, resourcing them, and launching them. And if they miss that meeting, then they shouldn’t be allowed to jump in and sway those short-range prioritization decisions on the next release cycle. The spirit is for accountability on prioritization decisions to reside with the PM role and for it to have enough teeth behind its decisions to follow through and execute quickly.
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It should also be clear that I am not designing for silos, but for unarguable accountability and cross-functional transparency. Everyone would be frustrated with this arrangement, especially the PM who wouldn’t seem to be executing on their charter. If the PM can’t resolve prioritization conflicts with their peers, then that key decision will need to roll up to the next level in the organization. One needs to produce lighting fast on incremental tasks and the other needs to think, orchestrate, prioritize, and coordinate across an entire team, race, and season. Acme had invested heavily in its technology platform so that it could provide personalized information and benefits education to thousands of employees at scale. Like a well-known this as well as favored outsourcing techniques, location, Bangladesh offer acquired the interest of numerous Western These businesses, as well as decided main brand names open up workplaces within this nation.
Using email to promote products and services is a great way to increase a business owner’s profits with very little overhead costs. What campaigns will be effective?” And then driving forward the execution of the campaigns that bring that brand to life. How is all of this conflict supposed to be managed without the authority to set short-range priorities? The suite also provides enhanced integration of Autodesk Vault product data management software for improved asset management.“Using a 3D model avoids misunderstanding and improves sharing, thus, everything goes smoothly and speedy,” said Yuji Nonaka, chief of the engineering department at Hirata Corporation, which provides factory production equipment to the automotive, semiconductor and consumer electronics industries. Compression molding allows for the simulation of large, light weight components with high quality surface finish needs, such as automotive vehicle panels.AvailabilityProduct availability varies by country. Purchasing a design suite with Autodesk Subscription helps customers stay current and connected with access to the latest workflows on desktops, mobile devices and in the cloud. Everyone—from design professionals, engineers and architects to digital artists, students and hobbyists—uses Autodesk software to unlock their creativity and solve important challenges.



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