S5 | 462: Collaboration for successful experimentation with Collin Crowell and James McCormick

Digital StrategyTechnologyConversational AI

Dec 22

About the Episode

Today we’re going to talk about collaboration between product and marketing teams and how, when done well, this can drive business growth and an improvement in the customer experience overall.

Some of what we will be discussing will be directly from Kameleoon’s 2023 Experimentation and Growth Survey and report, and we’ll make sure to put a link to access that report in the show notes.

To help me discuss this topic, I’d like to welcome Colllin Crowel, VP of Growth at Kameleeon and James McCormick.

About Collin Crowell

Collin Crowell is VP of Growth for Kameleoon, North America, leading sales, marketing, and partnerships for the region. Prior to joining Kameleoon, Collin helped build GO Group Digital, a transatlantic consultancy dedicated to providing international experimentation services. His international work includes acting as digital publishing lead in China and Southeast Asia for Ringier AG, a Swiss media company. Today, he is based near Whistler, Canada where he can ski and mountain bike.

About James McCormick

James is a leading expert and evangelist of digital experience analytics, insights and AI. His digital intelligence approaches recognize the advanced big data processing approaches transformed businesses have taken to continually optimize and evolve decisions, experiences and actions. With his research and experience he works with senior leadership on insights strategies that sustained market differentiation.

James works with all sizes of technology and services vendors in the digital data, analytics, marketing, personalization and optimization space to define their business strategy, go-to-market and product road-maps. He has extensive senior management experience of global services businesses.

Resources

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Synopsis

In this episode, the importance of collaboration between product and marketing teams for driving business growth and improving the customer experience is highlighted. The speaker emphasizes that product-led growth (PLG) and marketing-led growth (MLG) should not be seen as separate strategies, but rather as a combined growth strategy.

Traditionally, marketing teams have focused on customer adoption and retention, while product teams have concentrated on creating digital products. However, with the transformation of businesses in the digital era, product teams have started to drive PLG approaches, focusing on product adoption and consumption. Meanwhile, marketing teams continue to prioritize overall business growth through marketing efforts.

The speaker stresses the need for a feedback loop or flywheel between the marketing and product teams. This enables the sharing of insights and data, empowering both teams to make informed decisions and drive growth in their respective areas. For instance, the product team can provide insights to the marketing team about the types of users more likely to renew their contracts, allowing the marketing team to target similar leads.

The episode also highlights challenges that companies face when combining product and marketing strategies. These challenges include a lack of vision and leadership in bringing the teams together, team structures that hinder collaboration, and a lack of technology to facilitate communication and collaboration between the teams.

Overall, the episode underscores the importance of collaboration between product and marketing teams to achieve business growth and enhance the customer experience. By working together and sharing insights, these teams can create a cohesive growth strategy that leverages the strengths of both disciplines.

It's worth noting that the provided episode transcripts do not mention Chameleon's 2023 experimentation and growth survey and report.

Furthermore, the episode discusses the benefits of using a unified platform for feature flagging, web experimentation, and feature experimentation to drive growth. In the past, businesses would have separate solutions for each of these areas, making collaboration and alignment between teams difficult. However, with a unified platform, teams can collaborate more easily and effectively.

By having feature flagging, web experimentation, and feature experimentation in one place, businesses are better equipped to achieve their growth goals. This unified platform facilitates collaboration between engineering, marketing, and product teams, while also aligning tech resources with business needs, such as focusing on experiences that drive better product consumption or marketing engagement.

The episode emphasizes that leading companies rely on a single experimentation platform to serve both marketing and engineering teams. This consolidation enables easier collaboration, as teams can work together on metrics and balance competing needs. Ultimately, using a unified platform for feature flagging and experimentation can lead to higher growth and success for businesses.