Leaning into the Art of Continuous Product Design

Sep 5, 2023

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This episode features an interview with Efrat Ravid, CMO at Quantum Metric, a pioneer in Continuous Product Design, helping business and technology teams align faster on customer needs and prioritize the opportunities that will drive the most value.

In this episode, Efrat takes us on a deep dive into Quantum Metric’s continuous product design approach, the endless benefits of hearing directly from your customers, and the importance of data accessibility across entire teams. Efrat also shares with us how Quantum Metric provides opportunities for their customers to release with confidence and warns all CMOs to stay away from marketing campaigns that do not work for your customers.

Key Takeaways:

Modern marketing is all about customer relationships. If you don’t know your customers and ask for (and accept) their honest feedback, you are leaving a lot of untapped potential on the table. Encourage customers to share feedback in their own words.
Embrace industry dynamics and lean into continuous product design. The purpose of new initiatives isn’t always about selling more products; it’s about continuous improvement to our products for the benefit of our customers.
Feedback in your customers’ own words creates marketing magic. The more companies try to force language out of their customers, the less useful customer feedback truly is.

Quote:

“And then we ask them a different question, and they ask them, what's the value the product actually brings you? Like, forget about what we tell you, what you and the word they use were completely different. They were talking about releasing with confidence. So every time you have an update on your website, you need to release and think about your airline, like United Airlines and you need to release, you can break so many things, right? Or think about [if] you are a bank like US Bank and people can stop, withdraw money because of a mistake you make and it can have a real impact. So releasing with confidence was an amazing value. Another thing they mentioned is being able to test and try again and again and not be afraid of that.”

Episode Timestamps:

*(04:08) - The Trust Tree: All marketing efforts are focused on the customer: their journey and their feedback

*(22:58) - The Playbook: Why Efrat’s not married to any particular tactic; anything can be cut if it needs to be

*(31:44) - The Dust Up: There’s an ongoing healthy tension between sales and marketing

*(34:29) - Quick Hits: Efrat’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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