Win-Loss (0-1)
The win-loss module is the first step towards productizing Klue’s internal services offering into the All-in-Won compete platform, which combines buyer insights and competitive intelligence to give revenue teams a comprehensive view of their buyers, market, and competition. This was a complete 0-1 build, transitioning from a full-service-based model to an in-app delivery model.
My Role
As the Principal Product Manager, my objective was to transform the existing Win-Loss professional services group into a market-ready product. This involved close collaboration with our engineering and research teams to craft an initial product that not only addressed client needs but also facilitated the seamless migration of years' worth of custom client research.
In the initial month, I conducted numerous client interviews to gain insights into their needs, desires, and pain points. Simultaneously, I worked closely with our internal research team to dissect their software stack and research methodology. This collaborative effort allowed us to articulate user problems, establish a repeatable data model, and successfully deliver our first Minimum Viable Product (MVP) within three months. Subsequently, we refined our strategy and approach based on the insights gained during the project's initial phase, solidifying our Beta scope. Throughout the following months, we navigated through new challenges associated with the underlying data. We continuously validated our approach and thinking by engaging with customers, ultimately culminating in the successful delivery of a Beta product to the market within six months of initiating the project.
Objectives
The primary objective was to define how to achieve $250k in product ARR by year end and enter the market by mid-year. We achieved this by:
Aligning on the definition for product and services ARR, ensuring clarity on how we would attribute revenue towards our goal.
Moving research delivery off of 3rd party tools and into our application as the first gate for revenue attribution.
Building a 3 phase migration plan to move customers onto the new platform based on program complexity, ensuring we could move fast and learn from simpler implementations to mitigate complexity in larger accounts later on.
Outcomes
This project went according to plan, seeing us hit out first product MVP in Q1, deliver a Beta to market in Q2, and realize our revenue attribution goal by mid-November of the calendar year.
Aligned on a product ARR attribution model with finance by end of first quarter.
Propelled Klue into a ‘multi-product’ company, reducing the dependence on 3rd party tools to deliver research.
Eclipsed $250k in product ARR attribution, migrating 78% of customers to the new application within 4 months of launch.
