How Not to Lose Your Customers by Box Sr. Product Manager
Channel: Product School
Date: 2017-10-06

Product Management Event in San Francisco about how not to lose your customers in 14 days. 

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How to tackle quick wins, and then develop a longer-term strategy for onboarding, sales channels, increasing marketshare for mostly enterprise software (can also dip into a bit of consumer).

Key points:
1) Growth isn't just important for consumer-facing software companies - it should be something that every technology company is thinking about from an engagement and revenue perspective. 
2) Growth can range from sales channel optimization (both self-serve and enabling reps), marketing campaigns, building experiences for customers to demo your product, onboarding, matching users with the correct tools to get the most value from your company etc. 
3) Experiment! Fail fast. Part of finding the best growth strategy is to try things out and A/B test experiences to see what is driving your core metrics.

Reyana Fayyaz is a Senior Product Manager at Box, focused on growth and monetization of the self-serve experience. Before Box, Reyana has managed products at a variety of startups including mobile games, karaoke apps and human resource solutions. In her free time, she mentors urban youths in STEM at YearUp, plays soccer, chess, the electric violin and with her cat Binks. 

Rishi Shah is a Senior PM at Zenefits, focused on Growth & Activation. He covers both the self-service and sales-assisted buying experience. Prior to Zenefits, Rishi worked at a marketing analytics startup in Austin, TX where he helped NBA teams and major media companies (Time Warner, Vox, etc.) monetize their customer data. In his free time, he reads obsessive amounts of Politico, plays soccer, and travels internationally whenever he finds a good flight deal.

Chapter 1 1:45 Agenda
Chapter 2 2:05 Definition of growth
Chapter 3 5:05 Intersection between sales & analytics
Chapter 4 7:00 Marketing in growth
Chapter 5 9:40 Sales/Marketing
Chapter 6 12:55 Mixing up your acquisition strategy
Chapter 7 15:50 Don't bury yourself in data
Chapter 8 18:45 Don't optimize prematurely
Chapter 9 20:50 Product-led growth
Chapter 10 25:45 Don't forget about churn
Chapter 11 32:55 Think from the outside in


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