Situation
At Ingram Micro, a Fortune 500 company, I was a part of the CloudBlue platform division. I managed a portfolio of B2B SaaS, including PSA Integrations (between the CloudBlue Commerce platform and Professional Services Automation services).
I had to introduce several new PSA integrations and introduce integrations with a new type of tools: accounting tools like QuickBooks and Xero.
Task
I had several tasks:
- Grow the market by adding more integrations, attracting more providers, increasing the revenue through the platforms, and, thus, the profit from those new providers.
- Increase the revenue through the platforms from the existing providers.
The key metrics that I was targeting were:
- Profit growth,
- User retention,
- Market growth (growing the number of new providers) and activation (converting these new users to permanent returning users).
Action
I conducted several types of research:
- User research (I conducted 30+ interviews within 11 months with 3+ providers and 10+ resellers),
- Data analysis (in Power BI, Google Analytics),
- Market research,
- Competitor research,
- Trend analysis, etc.
Results
During the analysis, I realised that the existing PSA integration should have been transformed to a product that allows easy switching between different PSA vendors. And that the new type of integrations (with accounting tools) should become a part of the same product to ensure a unified user flow for the providers and resellers who use at least one of the PSA or accounting tools that we have or will have an integration with.
As a result:
- My team and I launched 2 new integrations and attracted 3+ providers.
- The new providers brought additional revenue through the platform, which resulted in profit growth by several thousand dollars,
- The existing providers that were able to start using new integrations increased the overall CloudBlue platform retention, brought additional revenue through the platform and profit growth by several thousand dollars.
Period
2021
