How well do you know your best customers? Why do they choose your solution over all the others? Reality check – most of us guess. Knowing what to focus on is hard. Knowing who your best customers are, quantifying and measuring how they feel value, gives you a top decile advantage. It enables you to operationalise growth. Claire will show you how to match your product experience with real customer needs. Your teams will be better equipped and more focused to unlock product growth and revenue. You’ll learn: - Why identifying your best customers unlocks your product growth strategy. - How to use what customers value to reverse engineer your ideal product experience. - How to identify your leading indicators of success (which will more effectively influence your lagging KPIs like your free/trial to paid % & MRR growth). - How to spot success gaps in your customer experience your team can fill. https://businessofsoftware.org/events/europe-2024/claire-suellentrop-how-to-operationalise-customer-value-to-maximize-product-growth/

1. @ggiiaa | gia@forgetthefunnel.com
How to operationalize customer value
to maximize product growth
claire suellentrop
coo & co-founder
Operationalizing Jobs to be Done

2. claire@forgetthefunnel.com | operationalizing jobs to be done
“Beyond testimonials on our website,
what else should we be doing to leverage
the JTBD interviews we run?"

3. claire@forgetthefunnel.com | operationalizing jobs to be done
This is us! (Claire & Gia)
Available in
paperback,
audio &
Kindle
geni.us/forgetthefunnel
**or low-fi PDF:
claire@forgetthefunnel.com

4. claire@forgetthefunnel.com | operationalizing jobs to be done
📊 Finhealth.io: analytics platform, helps credit unions assess their
members’ financial health and track/report on its progress over time
🪴Landscaping.io: All-in-one business mgmt for landscaping companies
🔈Listening.io: Turns academic papers into audiobooks

5. claire@forgetthefunnel.com | operationalizing jobs to be done
📊 Finhealth.io
● Big, hairy, internal team alignment stuff
● Scaling beyond founder-led sales
● KPIs that tie the team’s success to customers’ success
● Deep in the weeds of implementation now

6. claire@forgetthefunnel.com | operationalizing jobs to be done
🪴Landscaping.io

7. claire@forgetthefunnel.com | operationalizing jobs to be done
🔈Listening.io
+11%
Homepage
conversion rate increase
(key feature demo)
+30%
Homepage
conversion rate increase
(messaging strategy)

8. claire@forgetthefunnel.com | operationalizing jobs to be done
Leveraging JTBD internally
● Understand why people choose your product vs any other solution
● Make strategic decisions about which JTBD to prioritize day-to-day
● Make “value” for those customers quantified and unambiguous
● Tie team success to customers’ success

9. claire@forgetthefunnel.com | operationalizing jobs to be done
Understand why people
choose your product
📊 Finhealth.io
1. Measurers: When we don’t have enough data and I don't have a way
to measure it over time, give me an internally & externally easy way to
gather data, so I can demonstrate our legitimacy and impact.

10. claire@forgetthefunnel.com | operationalizing jobs to be done
Understand why people
choose your product
📊 Finhealth.io
2. Initiative Builders: When we have a financial health initiative
coming from the top and it’s going to be a ton of work for me, give me a
faster, simpler way to get financial health data…So I can build financial
health initiatives across the org.

11. claire@forgetthefunnel.com | operationalizing jobs to be done
Understand why people
choose your product
📊 Finhealth.io
3. Personalizers: When we’re already working on segmenting our
members by financial health and we’re trying to build more
personalized experiences, give me additional data to validate my
segmentation, so I can build the personalized member experiences
we’re trying to build.

12. claire@forgetthefunnel.com | operationalizing jobs to be done
Understand why people
choose your product
🪴Landscaping.io
1. “WHAT’S NOT WORKING?!”: When I have no sense of my
business’ profitability, give me a way to clearly see my “numbers”
(what’s coming in and out), so I can see my profitability > make
informed business decisions > feel confident I’m charging enough for
my services.

13. claire@forgetthefunnel.com | operationalizing jobs to be done
Understand why people
choose your product
🪴Landscaping.io
2. “My tools are clunky”: When estimating is taking me
forever…when I can figure out my profitability but it’s a huge pain and I
don’t even know whether it’s accurate…give me a faster, easier, and
more trustworthy way to check / work with my numbers…so I can make
smart decisions faster.

14. claire@forgetthefunnel.com | operationalizing jobs to be done
Understand why people
choose your product
🪴Landscaping.io
3. “Fix my back office”: When my back-office processes are manual
and messy (invoicing, scheduling, sending job orders) and I'm feeling
super chaotic / disorganized, give me a faster, more automatic way to
get my office work done, so I can go home early and be more organized.

15. claire@forgetthefunnel.com | operationalizing jobs to be done
Make strategic decisions about
which JTBD to prioritize

16. claire@forgetthefunnel.com | operationalizing jobs to be done
Make strategic decisions about
which JTBD to prioritize
📊 Finhealth.io
Measurers
Initiative builders
Personalizers
X X
X
X X X
X X
X X
?? ?? ??

17. claire@forgetthefunnel.com | operationalizing jobs to be done
Make strategic decisions about
which JTBD to prioritize
🪴Landscaping.io
WHAT’S NOT WORKING?!
My tools are clunky
Fix my back office

18. claire@forgetthefunnel.com | operationalizing jobs to be done
Make “value” for those customers
quantified and unambiguous
First Value 🥲
Struggle Evaluation Growth
KPI KPI KPI KPI
KPI KPI
Value Value Value Value
Value Value
Struggle
Interest
Value Realization
🤩
Continued Value
Value Growth

19. claire@forgetthefunnel.com | operationalizing jobs to be done
Make “value” for those customers
quantified and unambiguous
Demo call complete**
KPI KPI KPI KPI
KPI KPI
Value Value Value Value
Value Value
New website visit
Demo request
First Survey Set up +
First XX Responses Received
📊 Finhealth.io

20. claire@forgetthefunnel.com | operationalizing jobs to be done
Make “value” for those customers
quantified and unambiguous
Demo call complete**
KPI KPI KPI KPI
KPI KPI
Value Value Value Value
Value Value
New website visit
Demo request
SynkedUp account
customized to MY business!!
🪴Landscaping.io

21. claire@forgetthefunnel.com | operationalizing jobs to be done
● Remove friction between CTA <> customer reaching
“first value”
● Rework your messaging strategy to highlight features,
attributes that deliver value
● Rewrite marketing copy, sales assets using voice of the
customer (VoC)
Leveraging JTBD externally

22. claire@forgetthefunnel.com | operationalizing jobs to be done
Remove friction between CTA
<> reaching “first value”
🪴Landscaping.io

23. claire@forgetthefunnel.com | operationalizing jobs to be done
Remove friction between CTA
<> reaching “first value”
📊 Finhealth.io

24. claire@forgetthefunnel.com | operationalizing jobs to be done
Messaging strategy to highlight
features that deliver value
🔈Listening.io

25. claire@forgetthefunnel.com | operationalizing jobs to be done
Rewrite copy using
voice of the customer (VoC)
🔈Listening.io