Although we, as a small CRM and Marketing Automation software provider, have realized that the job of "Develop qualified leads" and "Turn leads into revenue" is too big for us, and we'll never be able to help customers solve that entire job.
So we've recently decided to focus on a narrower job: "Structure my sales and marketing process".
We've developed a job map for that.
I'd love to hear your opinions on that if you'd like me to share our initial job map.
In my opinion, that doesn't sound like a technology solution. What is the outcome? Is it tangible? It sounds more like a process than an objective.
Something I learned when studying workflow modeling is that you should always be able to reverse your statement, with the result being a discrete output. For example:
Bad: Manage the Sales Process
Why: "Sales process is managed" is not a discrete output because 'manage' is a mushy word
Good: Create a work order
Why: "Worked order is created" is a discrete output
While Job framing is different from process framing, you should strive for an output/outcome that is discrete and definable. What does "Sales process is structured" mean?
We will need to think about what the "discrete output" would be.
We could ask *why* do they want to structure their sales process? One answer: "To turn a qualified lead into revenue".
But then that brings us back to the fact that that job is way too big for us. It is not realistic for us to tackle that job (I think..). Or, at least, when we tried, almost everything is "out of scope" for us and takes us into directions we don't want to go in, such as agency services. We have not been able to find a way to solve those jobs with the current business limitations that we have.
There a probably a finite set of use cases you could come up with here that support this job you think is too big. It's your customer's job, so if they are having a problem, it's your job to break that problem down into the chunks that impact that ultimate outcome. Prioritize them, tackle them one at a time. I have a few ideas but it's hard to know exactly what you're offering today.
Agencies are going to be disrupted by your automation of their services :)
While "Structure my sales process" and "Structure my marketing process" really does feel right. It fits what we can actually do better than anybody else, for our segment...
How important is it, in your opinion, that it is "correct" according to the JTBD theory, vs. being "off" but being completely accurate in describing why customers hire us?
Completely agreed.
Although we, as a small CRM and Marketing Automation software provider, have realized that the job of "Develop qualified leads" and "Turn leads into revenue" is too big for us, and we'll never be able to help customers solve that entire job.
So we've recently decided to focus on a narrower job: "Structure my sales and marketing process".
We've developed a job map for that.
I'd love to hear your opinions on that if you'd like me to share our initial job map.
In my opinion, that doesn't sound like a technology solution. What is the outcome? Is it tangible? It sounds more like a process than an objective.
Something I learned when studying workflow modeling is that you should always be able to reverse your statement, with the result being a discrete output. For example:
Bad: Manage the Sales Process
Why: "Sales process is managed" is not a discrete output because 'manage' is a mushy word
Good: Create a work order
Why: "Worked order is created" is a discrete output
While Job framing is different from process framing, you should strive for an output/outcome that is discrete and definable. What does "Sales process is structured" mean?
Do you see my point?
Regarding your point:
We will need to think about what the "discrete output" would be.
We could ask *why* do they want to structure their sales process? One answer: "To turn a qualified lead into revenue".
But then that brings us back to the fact that that job is way too big for us. It is not realistic for us to tackle that job (I think..). Or, at least, when we tried, almost everything is "out of scope" for us and takes us into directions we don't want to go in, such as agency services. We have not been able to find a way to solve those jobs with the current business limitations that we have.
There a probably a finite set of use cases you could come up with here that support this job you think is too big. It's your customer's job, so if they are having a problem, it's your job to break that problem down into the chunks that impact that ultimate outcome. Prioritize them, tackle them one at a time. I have a few ideas but it's hard to know exactly what you're offering today.
Agencies are going to be disrupted by your automation of their services :)
While "Structure my sales process" and "Structure my marketing process" really does feel right. It fits what we can actually do better than anybody else, for our segment...
How important is it, in your opinion, that it is "correct" according to the JTBD theory, vs. being "off" but being completely accurate in describing why customers hire us?
Thanks Mike, this is just awesome feedback.
Is it possible to hire you to help us with this somehow, for a couple of hours or so?
Let's have a 30 minute call so I can understand more about your business. https://jtbd.one/book-mike
Great, I've booked! Can I invite 2 of my colleagues as well that I'm working with on this project?
I picked 8:30am your time, I hope it's not too early. If it is, I can book a bit later.