Category Archives: Sales Matters

Posts in this category relate to activities and operations intended to increase demand for what an organization offers its customers.

Communities, Product Development, Sales Matters

Scaling User Engagement: Implementing Community Strategy for Business Growth and Loyalty

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Once there are more users of your company’s product than you can keep in touch with individually on a regular basis, it is likely time to implement a community engagement strategy.

The primary objective of a community strategy is to engage a high-priority subset of users in a forum that enables them to connect with each other and your team to benefit themselves and your company. Turning a segment of users into a community is particularly important when you care about their loyalty, and when you want to increase the number of such users.

Before creating a user community, determine who will play the following two key roles:

  • Community Manager: The person responsible for developing, driving, communicating, evaluating, and reporting on the plan of actions applied to an assigned community. This person should be able to develop relationships with active community members, understand their pain-points and successes, and do what it takes to enable their community to be successful, such as advocating that internal team members prioritize new product features needed by the community and creating educational materials for community members to use the product most effectively.
  • Communities Director: The person responsible for a portfolio of communities and community managers. Provides feedback and guidance to, and develops, community managers to reach their potential to perform and grow. This person should be a strategic thinker and an inspiring leader who understands community dynamics and company business needs. They should work with the community managers to set goals, monitor performance against goals, evaluate performance, and advocate for support by others at the company to increase the odds of achieving  community goals.

Then, together with organization leadership, those in these roles should identify the following:

  • Goal: Identify the market segment to engage as a community. and select a combination of User and Company values  from the Mutual Value Framework above to address.
  • Strategy: Select the platform on which to engage with users (e.g. Facebook, Discord, email, etc) and your approach (e.g. provide educational materials, enable peer to peer learning opportunities, seek product feedback, etc) to optimize value for users and your company in the community.
  • Plan: A set of actions with assigned resources to accomplish a specific set of results in a timeframe to execute the strategy.

Follow these six steps of an agile process to develop a high-functioning user community:

  1. Identify: Define a group of current users of the company’s product that are similar in one or more meaningful ways (e.g. language spoken, location, culture, skills, applications, industry, etc.) in a market segment critical to the business  (i.e. the market is highly profitable with high growth potential).
  2. Recruit: Reach out to users in the target segment with an invitation to join the user community through your chosen communication channel(s).
  3. Engage: Execute the plan of actions intended to create affinity and belonging (e.g. exclusive events, forums for discussion, beta testing opportunities, educational programs) and that drive the chosen value for both the company and community members. Engagement models will differ based on goals and community size. It may be best to engage a small number of users in a deep way and a larger number of users in scaled forums.
  4. Measure: Calculate the value created for both the community members and the company (e.g., increased sales due to community-driven product improvements, higher retention rates, higher engagement, etc.) and drive a plan of action to achieve targeted results in a time frame.
  5. Review: Iteratively review progress toward goals. Consider what was supposed to be done, what was done, what happened, what was learned, and what will be done next to achieve targeted results. Share successes, lessons learned, plans, and concerns with the community and internally.
  6. Iterate: Review community goals and identification criteria for community member participants and iterate on your company’s community strategy. Restart at either step 1 (if your target segment has changed) or 3 to achieve updated goals.

Illustrative Example

A Global Content Crowdsourcing Platform 

Background

The company had thousands of contributions from users on its site. Communities of users were naturally developing, since people with expertise on a given topic area were likely to share their content with others in the same topic area.

What was happening amounted to organic marketing which was of great value to the company because when additional people in that topic area wanted to contribute relevant content, they were more likely to turn to the company they already knew for their needs.

The company could have let communities continue to evolve organically, but thought that good things would happen even better and faster with a thoughtful investment in community development.

Goal: Expedite amount of content contributed in top priority vertical market segments.

Strategy: Deliver mutual value to top priority verticals through highly targeted community engagement including scaled data and conversations with top priority contributors in priority segments.

Plan: Proactively stimulate growth and engagement in targeted industry vertical market segments by taking actions such as the following:

  • Identify five high-value user segments  defined by industry.
  • Assign a community manager to each of the topic areas.
  • Charter community managers to evangelize the company to those in their segment and to set goals for recruiting both a small number of high volume contributors that they personally cultivate as well as large numbers of smaller contributors through relevant scaled channels such as publications, conferences, influencers, marketing campaigns, etc.

Result

  • Value to Users: The vertical community managers developed and disseminated tailored educational material and customer support in the verticals. They facilitated peer-to-peer relationships and learning in their verticals. They worked 1:1 with top priority contributors to ensure the company met their needs.
  • Value to Company: Retained  top priority contributors, informed product development in top priority segments and influencer-led growth through industry word-of-mouth. Ultimately, the company became a household name in the targeted verticals.

Review

Top priority NPS and penetration improved in top three targeted market segments. The two other segments struggled to grow and engage despite community engagement.

Iterate

Top priority markets were redefined, decreasing focus on the two under-performing segments and increasing investment on the top three segments, resulting in their improved NPS and significantly increasing engagement and growth rate.

Contact us to explore how community development can generate mutual value for you and your users!

About the Author

Breanna DiGiammarino Breanna DiGiammarino has 15+ years  experience working with communities at Meta, Indiegogo and the Draper Richards Kaplan Foundation. She uses the process described in her post to evolve product offerings. Reach her on LinkedIn to keep the communities conversation going!

See also by Breanna: 

News, Operations, Sales Matters

Prompt Engineering: How We Put Generative AI to Work For Our Business

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Summary:

In just six prompt engineering iterations we achieved real business value with generative Artificial Intelligence in that we are now able to:

  • Significantly reduce the time required to review and assess client submissions using our WHAT-WHO-WHY rubric.
  • Provide a comprehensive evaluation and quality suggestions for each entry.
  • Make explicit and accessible our assessment and recommendations logic that had not previously been made clear to those we work with.
  • Increase our capacity to provide service.
  • Quickly and easily incorporate new data and insights into our process.

While we found it doable, prompt engineering required careful attention to detail and follow-through to identify and address what worked and what did not work at each step.

Now we have a fantastic starting point from which we can easily apply our facilitation skills to deliver even higher levels of value to leadership teams.

Background

Large Language Models such as Bing and Bard have received a lot of attention for their ability to chat intelligently (or so it seems!) about almost anything. However, there are not yet many examples of chatbots providing real business value.

At IntelliVen, we wanted to test generative AI’s ability to improve the quality of our work while simultaneously lowering costs. We are pleased to have found that chatbots can generate significant business value.

In this post, our goal is to share how we achieved business value using generative AI so that readers can build on our efforts and push our thinking (and their own thinking!) even further in this rapidly evolving discipline.

The key to what we achieved is Prompt Engineering, an iterative process by which we created a suitable and reusable prompt for our use case.

Prompt Engineering Definition

Prompt engineering is the process of designing and refining prompts to improve the performance of AI models. It involves techniques like using the right words, format, length, and parameters to coax the best performance from an AI model given its training data.

Prompt engineering can also include providing pertinent background, such as:

  • The profile of the person inputting content.
  • What perspective to take when assessing input.
  • The profile of persons who will read the output.
  • What types of output are requested.
  • What indicates high quality output.

Especially when you plan to interact with a chatbot for the same purpose on a recurring basis, it is critical to invest in prompt engineering to ensure you get the highest value results.

Use Case

At Intelliven, we help leaders and their teams architect, build, govern, and change their organizations. The cornerstone to our approach is to first align leaders and their teams on the definition of their business; that is:

  • WHAT the organization provides.
  • WHO buys what they provide.
  • WHY buyers choose to purchase from the company.

PREPARATION: We first ask the leader and their top team to each independently fill out the W-W-W template with their perspective on the three dimensions that define their business. We assess individual responses for clarity and specificity and then compare responses to identify what is common and what is different between them.

For every submission we:

  • Compare each response against a rubric that outlines what each element of the W-W-W should and should not contain to come up with at least three helpful pieces of feedback.
  • Analyze the frequency of terms used to identify differences and similarities across submissions.

FACILITATION:  Next we facilitate a session (or sessions) in which the leader collaborates with their team to align on what should and should not be included in a clear and concise definition of their business which then serves as input to virtually every aspect of their business.

It takes a consultant with significant expertise (of which there are but a few) about a half-hour per entry to internalize submitted input, apply their best thinking, and document their assessment of each submission. Depending on the size of the group, this process may take up to half-a-day per organization.

Prompt Evolution

Our goal was to see how much AI could help us with preparation, which includes intake, assessment, recommendations, and documentation for each entry. The following table summarizes six iterations of prompt engineering towards this end:

Value Delivered

We found that generative AI effectively added value to all four preparation steps (intake assessment, recommendations, and documentation), AND generated better and more comprehensive results; and it did so almost instantly.

Specifically, generative AI:

  • Makes the logic we previously used intuitively explicit for our consultants and clients. In other words, the chatbot explains why it made the assessment and suggestions it did.
  • Saves time and cost by dramatically reducing the effort required to assess input and document results.
  • Produces a high-quality guide our consultants can use to facilitate the collaborative process with leadership teams to reach alignment on a consolidated version.
  • Comprehensively applies all facets of our assessment rubric to every submission with no additional cost or effort. Previously we were content to stop after identifying just one or two salient points!
  • Enables us to present assessments and suggestions with more friendly and readily received language than we tend to draft on our own.
  • Integrates with the full comprehensive set of up-to-date world knowledge in its suggestions when we use a bot that is connected to the internet and pointed to content on our site.
  • Easily updates response logic with new case data or when we update the assessment rubric.

Note that, even though it has great value, we do not plan to sell our prompt or to charge for its use. Rather we have integrated it into the W-W-W method to:

  • Enhance the quality of our assessment, suggestions, and facilitation.
  • Increase the number of people able to do what our best do.
  • Dramatically lower the time and cost to do what we do.
  • Increase the attractiveness of our offering to prospects.

Considerations

While AI provides great value, it is important to:

  • Know when to stop. When a prompt is activated more than a couple of iterations on a given input, the chatbot’s responses tend to go in circles that add little-to-no additional value.
  • Check everything carefully. Many times generative AI makes up content which we have learned to interpret as indicating that “something along these lines is needed here”. For example it will make up a role in an organization for the buyer when the submitted entry does not identify one.
  • Never take the chatbot’s output as a final answer. Use it simply as quality input to the collaborative process.
  • Note that different chatbots give wildly different responses to the same prompt and the same bot is apt to give a different response to a resubmission. While initially concerning, we learned to consider each response as one more round of input for collaborators to consider.
  • Chatbot responses offer little in the way of creativity or imagination except when it makes things up instead of pointing out gaps. Responses are simply a complete and comprehensive application of facts and rules. Creativity and imagination come from the leader and team … not the machine!

Next Steps

We are preparing to share soon the results of using our AI-powered WHAT-WHO-WHY assessment and recommendation engine on a real case study.

To try out our engine for yourself:

Fill out and submit a WHAT-WHO-WHY Template to run your case through our process!

Additional Resources

Finance Matters, Operations, Sales Matters

Diligence Support for Federal Sector

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If you are looking for opportunities to invest in firms that provide professional services and software to the U.S. federal government, you know how challenging it can be to assess the potential and risks of these businesses.

Working with the federal government is not just another market, it is more like a different planet. Everything is different. The language is different, money is different, and no one can tell anyone else what to do.

Mastering the art of developing coalitions of support is vital. In short, you need a partner who understands the unique dynamics and complexities of the federal market, and who can help you make informed and confident decisions.

Approach

That’s where IntelliVen Federal Diligence Support comes in. We are a team of senior operating partners with deep experience and insights in the federal sector, and we offer a range of services to help you evaluate and validate your investment targets, identify value creation drivers and how to activate them, and help you craft a compelling investment thesis.

Whether you need just a few questions answered, a comprehensive Go-to-Market diagnostic, a competitive landscape assessment, or a strategy roadmap, we can provide you with the data and guidance you need to make the best indication of interest or purchase offer.

We have worked with dozens of public, private, private equity owned, and venture capital backed companies in the federal space, and we have a proven track record of delivering high-quality results on or ahead of schedule and on, and usually well in excess, of targets.

Next Step

We know how to navigate the regulatory, contractual, and operational challenges of the federal sector, and we can help you identify and mitigate potential issues and risks. Our network of federal experts, thought leaders, and former government executives provide valuable insights and connections.

IntelliVen is not just another consulting firm. We are a partner who shares your vision and goals, and who can help you achieve them faster and more effectively. We are driven by our passion for helping leaders and their teams architect, build, govern, and change their organizations for breakthrough improvements in performance and growth.

We have developed a system of tools, workstreams, and tutorials based on what we have learned from running and growing dozens of successful organizations. We call it the Manage to Lead (MtL) System, and we use it to help owners, leaders, and teams to get clear about what they seek to accomplish; aligned on their purpose, roles, processes, and metrics; and on track to perform better and grow faster.

Contact IntelliVen founder and Managing Partner Peter DiGiammarino to learn how IntelliVen can help with your diligence needs in the federal market.

See Also

Compusearch Case Example

Operations, Product Development, Sales Matters

4 Steps to Engaging Communities to Build Better Products

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Tech companies constantly need to decide which products and features they should develop next to drive the most value for users. Listening to and elevating the Voice of the Customer through a community-based approach is an ideal way to inform their decision-making, especially when better meeting current user needs accelerates value.

As David Spinks shares in his SPACES frameworkhe developed with the CMX Team, communities are valuable to host organizations because they provide Support to members, input to Product development, Acquisition of new customers, Contribution to best practices, Engagement in the brand, and help each other Successfully derive maximum benefit from company products. 

Double-clicking on the goal to inform Product development, this post provides a guide for how to thoughtfully activate a community to decide which products and features to develop next.

The key to success is strategically connecting product team leaders and relevant community members so that leaders better understand user pain-points and commit to addressing them. 

For maximum impact, follow these four steps: Set your strategy, Prepare the Conversation, Hold the Event and Follow Up:

I. Set Your Strategy

  • Identify Top User Pain-Points: Assess the input collected from community members to determine the pain-points that keep users from achieving their goals. Scaled research is a good way to identify the most important pain points. I am sure there are AI tools that can help you analyze large quantities of data and pull up keywords and phrases that appear as challenges for your users. Let me know which ones you recommend!
  • Determine which Pain-Points to Address in Conversation: Share collected pain-points with relevant product managers to identify which are related to work already in progress and which are yet to be roadmapped. Top pain-points that are not already set to be addressed, or that are on the roadmap but not prioritized, are candidates for advocating on behalf of users to accelerate product-market fit.
  • Create Influence Goals: Strategize how to influence the product roadmap to include features that address community pain-points. In particular, determine who needs to understand the pain-points in order to rally resources to invest in addressing them and then determine the best way to communicate the essential need.

II. Prepare the Conversation

  • Recruit a handful of users  from your community (e.g. spanning geographies, topic areas, etc.) who product team members need to hear from in order to advance their understanding of, and commitment to, addressing the community pain-point. Be mindful to recruit users who represent the diversity of perspectives you want to advocate, including historically marginalized voices.
  • Deeply get to know recruited users via conversations with them about their goals, what is working and what is not working. Listen to and ask questions that elicit the stories that make their pain-points real.
  • Create a run-of-show for an event in which the recruited users share relevant personal stories that will remain in participants’ minds long after the event is over. Make sure the script feels natural to the user spokespersons and give them the chance to edit and internalize the content.

III. Hold the Event

  • Work with product team members to enlist their deep commitment to the success of the event and to jointly prepare relevant questions they can ask the users after they share their stories.
  • Hold the event in which you bring together users with key product stakeholders who need to hear the user stories. Ensure that community members have the chance to share key points via stories. Ask follow up questions to elicit points that you heard in preparation conversations that do not come up on their own.

IV. Follow Up

  • Debrief the event with product teammates without users present to discuss what was heard and what was learned, what options exist for addressing pain-points, what next steps are appropriate, and how the community can be most helpful. 
  • Facilitate ongoing connection between product team members and the community using co-design sessions and regular touchpoints to provide continuous feedback during product design, development, and testing.
  • Celebrate new features that go-to-market that address community pain-points, especially circling back to those who stepped-up to advocate for change by participating in events. This is a huge win for your organization and the community! 

There is nothing like intimate live conversations where stories bring to life the current barriers to user success and the potential future value that can be unlocked with the right product evolution. Check out this conversation with community leaders, external experts and a Meta VP filmed in the metaverse for a fun example! 

NOTES

Be sure to check with company policy and legal professionals to ensure user privacy is maintained and that the process aligns with relevant policies.

Breanna DiGiammarino has 15+ years  experience working with communities at Meta, Indiegogo and the Draper Richards Kaplan Foundation. She uses the process described in her post to evolve product offerings. Reach her on LinkedIn to keep the communities conversation going!

See Also by Breanna: