Aug 14 2020 25 mins 1
Over the years as a product manager, Kurt championed hundreds of business case discussions for vendor tools and internal projects—including a few Segment business cases at two different companies. Tune in to this episode for an insider perspective on what it took for a Segment business case to excite stakeholders across an organization.
Takeaways
- Understand where the organizational influence lies.
- Create visibility around the gap between where you are today and where you want to go. Use that context to ground your business case and translate requirements for different audiences.
- Build a team understands the value of having a tool like Segment not only just for your team or adjacent teams, but also the rest of the organization.
Audio Highlights
- “Sometimes the [business case] ROI is just moving the business in a new direction or a new way of operating as opposed to solely lifting revenue.”
- “We were fighting against not necessarily other tools in the organization, but how people thought about the landscape of technology.”
- “Showing the [Segment] debugger was actually a miracle type of a case for [stakeholders]. And so it sold a lot of people right then and there on the value of having a tool like that.”
Links
- Kurt speaking at Synapse 2018: Digital distribution 2.0: How Anheuser-Busch InBev delivers beer all over the world
- Blog: Growth of Stacks of 2019
- Catalog: Business Intelligence Tools, Google Analytics, Segment Connections
- Segment University: Debugging and Troubleshooting
- Docs: How do I test my connections (using the debugger)?
