Companies like Uber and Spotify have famously documented their approaches to building a product operations function. But how does product ops work in detail? And how can you optimize your approach to build this function within your own product-led growth organization?
That’s what we explore in this article, diving deep into how product ops bridges the gap between product management, data, and customer success teams, ensuring that everyone has the insights, tools, and processes needed to build and deliver an exceptional product.
What is the function of a product operations team?
A product operations team is designed to optimize the development and rollout of products. Depending on the maturity of the company, it can either be one person performing the role or a fully outfitted team. Product ops brings together insights from product management, DevOps, and marketing/sales to create a feedback loop and streamline product development.
The goal behind product ops is to transform the often inconsistent process of product development into a more structured, scalable one. This involves standardized methodologies and workflows which aim to make the process more efficient.
For example, when product management is busy defining new features and priorities, product operations can step in to manage the coordination and communication between different teams using a tried and tested workflow. This means that everyone becomes aligned and equipped with how to get and deliver the necessary information.
Product operations include optimizing the tech stack, overseeing bug tracking, gathering product metrics, optimizing user onboarding, communicating between teams, running tests, and creating a feedback loop with users and the team. To gather important insights and bring them together, product operations require a product analytics platform such as NetSpring; part of product ops work will be finding exactly the right software solutions.
Why are product operations important?
Product ops keep the product team running smoothly, help maintain deadlines, and aid in research and development. This frees up the rest of the product team to make more efficient decisions about the roadmap. Meanwhile, developers save time by focusing on building and refining features that are critical to product growth.
By improving communication and collaboration between teams, product ops also help marketing teams better understand product value more quickly. With improved transparency over user data and product benefits, marketing teams can create more targeted and effective campaigns This alignment between product development and marketing efforts leads to a more cohesive product-led growth strategy.
Product operations management also streamlines customer service by centralizing information about product experiences. Customer service teams can access up-to-date user feedback, enabling them to resolve issues more quickly and accurately. When they spot customer pain points, they can also give this information to product ops in a feedback loop.
As your company grows, having a dedicated product ops function allows you to scale more effectively without sacrificing efficiency. Encouraging a culture of continuous improvement and feedback delivery helps you spot risks more quickly and implement measures to mitigate them.
This proactive approach not only reduces the likelihood of project delays or failures but also ensures that the product development process remains agile and responsive to changes in the market or customer needs.
How to implement a strong product operations strategy
If you want to implement or strengthen your product ops function, consider these important steps:
1. Conduct an audit
Start by asking why you need product operations. Is it mostly because of a communication issue between different parts of your team, for example? Or is it because your product team is now too busy to optimize onboarding processes?
Throughout this process, you should speak to stakeholders across every department and find key areas to address. Consider whether your marketing team has all the information they need about new features, how your product team feels about their current tech stack, and whether customer support is benefiting from a successful feedback loop, among other things.
2. Set up standardized processes
Once you know the goals of your product operations, your team/ Product Ops Manager can begin to implement standardized processes that help you to meet them more efficiently. This might look like:
- Setting up standard go-to-market processes with checklists and documentation to help marketing and sales teams communicate new features.
- Opening feedback loops across the entire company by creating communication channels and organizing insights.
- Developing and maintaining internal documentation that explores every team’s role and finding areas of inefficiency that can be optimized with best practices.
- Creating templates and guidelines for key activities such as product requirement documents and release plans.
- Identifying ways to save time on routine tasks such as collecting user feedback, tracking bugs, and running tests.
3. Measure the success
Like any other function, it’s critical to continually assess and optimize product operations. This means asking how each team feels about the effectiveness of communication, efficiency of processes, and alignment with goals. You can also measure quantitative data such as:
- Time saved by the product team
- Whether the number of bugs has increased or decreased
- Time to market for new features
4. Choose the right product analytics tool
For product operations and strategy to be a success, you need the right product analytics platform — a single tool from which you can gain insights into user behavior, measure performance metrics such as engagement and retention, and conduct tests.
The best product analytics tool will allow you to centralize insights from across channels to build a complete picture of the user journey that can support your entire team. NetSpring sits directly on top of your data warehouse to provide you with an easy, accurate view of marketing and customer support data as well as in-product data. You can also:
- Freely explore hypotheses to run experiments and tests as well as conduct funnel, path, and cohort analysis.
- Access mutable data to ensure changes in underlying records are reflected.
- Allow your whole team to create custom reports.
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