The Product-Led Organization

A PLAYBOOK ON PRODUCT-LED STRATEGY FOR SOFTWARE PRODUCT TEAMS

There's a common strategy used by the fastest growing and most successful businesses of our time. These companies are building their entire customer experience around their digital products, delivering software that is simple, intuitive and delightful, and that anticipates and exceeds the evolving needs of users. Product-led organizations make their products the vehicle for acquiring and retaining customers, driving growth, and influencing organizational priorities. They represent the future of business in a digital-first world.

This book is meant to help you transform your company into a product-led organization, helping to drive growth for your business and advance your own career. It provides:

* A holistic view of the quantitative and qualitative insights teams need to make better decisions and shape better product experiences.
* A guide to setting goals for product success and measuring progress toward meeting them.
* A playbook for incorporating sales and marketing activities, service and support, as well as onboarding and education into the product
* Strategies for soliciting, organizing and prioritizing feedback from customers and other stakeholders; and how to use those inputs to create an effective product roadmap

The Product-Led Organization: Drive Growth By Putting Product at the Center of Your Customer Experience was written by the co-founder and CEO of Pendo—a SaaS company and innovator in building software for digital product teams. The book reflects the author’s passion and dedication for sharing what it takes to build great products.

TODD OLSON is CEO and co-founder of Pendo, a platform that accelerates and deepens product adoption for companies everywhere. He has raised over $200 million in venture capital, counts over 1,500 customers, and employs 450 people in six offices around the world. Preface ix

Introducing Product-led Strategy xv

SECTION ONE LEVERAGING DATA TO CREATE A GREAT PRODUCT

Chapter 1 Start with the End in Mind 3

Chapter 2 You Are What You Measure 27

Chapter 3 Turning Customer Data into Insights 45

Chapter 4 How to Measure Feelings 63

SECTION TWO PRODUCT IS THE CENTER OF THE CUSTOMER EXPERIENCE

Chapter 5 Marketing in a Product-led World 81

Chapter 6 Converting Users into Customers 95

Chapter 7 Getting Customers Off to a Fast Start Through Onboarding 99

Chapter 8 Delivering Value 121

Chapter 9 Customer Self-Service 133

Chapter 10 Renew and Expand: Creating Customers for Life 145

SECTION THREE A NEW WAY OF DELIVERING PRODUCT

Chapter 11 Product-led Design 157

Chapter 12 Launching and Driving Adoption 161

Chapter 13 The Art of Letting Go 175

Chapter 14 What Users Want 183

Chapter 15 Dynamic Roadmapping 195

Chapter 16 Building Modern Product Teams 207

Conclusion: A Call to Action 217

Acknowledgments 219

About the Author 221

Index 223