Resources > Articles

Infusionsoft: Supporting Small Business Growth

Post Author
  • Pragmatic Institute is the transformational partner for today’s businesses, providing immediate impact through actionable and practical training for product, design and data teams. Our courses are taught by industry experts with decades of hands-on experience, and include a complete ecosystem of training, resources and community. This focus on dynamic instruction and continued learning has delivered impactful education to over 200,000 alumni worldwide over the last 30 years.

Infusionsoft: Supporting Small Business Growth

WHO

Infusionsoft was founded in 2001 to revolutionize small business growth through automated sales and marketing. The company offers a CRM system designed specifically for small businesses that combines a customer database, email marketing and e-commerce. The Chandler, AZ, company has expanded dramatically since its inception; it averages one new hire a day and serves more than 100,000 customers worldwide.

CHALLENGE

Roles and responsibilities were unclear for Infusionsoft’s product management team, and there was confusion around product marketing: Where did it sit? What did it do? There were no tools and metrics in place to effectively support that team.

In addition, Infusionsoft’s customer base was expanding. The original customers—savvy information marketers who were well-versed in advanced marketing techniques—were joined by smaller, more practical business owners who were experts in their trade, but not necessarily in marketing. And while the software’s complexity didn’t pose an obstacle for its original users, the learning curve was more challenging for these newer, less technical users.

SOLUTION

The vision of Infusionsoft’s CTO Marc Chesley was to create organizational clarity by establishing standardized frameworks. As he stated, “Frameworks give people something to rally around and unite teams.”

Agile was the first framework implemented. Everyone—including the product team—became scrum certified, which brought order and accountability to the development team. Chesley searched for something similar for the product management team but was unsuccessful until he discovered Pragmatic Institute. The Pragmatic Institute Framework—with its focus on understanding the problems to be solved—resonated with him. Two director-level employees attended training and returned confident that the Pragmatic Institute Framework would work at Infusionsoft.

Chesley then took a “leap of faith” and invested in sending all of his product managers, product marketers and developers—approximately 40 people—to training. Next, all C-suite leaders, including the CEO, committed to attend the second round. Leadership buy-in was invaluable in implementing the Pragmatic Institute Framework because that enthusiasm rolled down through the ranks. “Now we’re all pragmatic marketers; all the leaders, including our CEO,” Chesley said.

Pragmatic Institute training helped Infusionsoft implement the structure Chesley sought. In adopting the Pragmatic Institute Framework, Infusionsoft could clearly identify which boxes product management owns and which ones product marketing owns. In addition, the head of product now performs quarterly maturity model assessments of the 37 framework boxes. These measure Infusionsoft’s strengths in each box and identify which two or three boxes they should focus on each quarter.

Infusionsoft also implemented NIHITO visits for product managers. The product managers then grade each other in post-NIHITO reports, ensuring a higher level of accountability and shared market knowledge. Product managers also write short business cases for each new feature, ensuring the right prioritization of company and development resources.

Having a tried and true framework to maintain consistency has been a huge confidence booster for Infusionsoft, Chesley said, and executive confidence in product management and development is at an all-time high.

RESULTS

Culture is key at Infusionsoft. “There’s a reason ‘cult’ is part of ‘culture’: To be truly successful, you have to give people a vision to rally around and a company they can be passionate about,” Chesley noted. “We didn’t have the full picture until we found Pragmatic Institute.”

Training clarified roles and responsibilities, creating crisp lines of delineation and clear boundaries. Product management is no longer involved in solution design; now they provide more context around individual problems to help designers and engineers create better solutions. But the biggest change was creating a common language and framework to maintain consistency.

In addition, Infusionsoft has pulled back from focusing on data-driven releases to focus on customer needs.  The company previously generated four releases a year (two major and two minor). Now it generates a launch each month, greatly improving its ability to deliver value to the market.

“Solving problems people are willing to pay for is how we became successful,” Chesley said. “Pragmatic Institute helps ensure we don’t lose sight of that.

Author

  • Pragmatic Institute is the transformational partner for today’s businesses, providing immediate impact through actionable and practical training for product, design and data teams. Our courses are taught by industry experts with decades of hands-on experience, and include a complete ecosystem of training, resources and community. This focus on dynamic instruction and continued learning has delivered impactful education to over 200,000 alumni worldwide over the last 30 years.

Author:

Other Resources in this Series

Most Recent

The image features the term use scenario being revealed underneath a ripped piece of paper
Article

What is a Use Scenario [ +7 Examples]

The purpose of drafting use scenarios is to help your development and design teams to start thinking about solutions. Context is the foundation of innovation, and you’ll be providing a tool that will be the starting point for collaborative and productive meetings.
Article

[Comprehensive Guide] Product Owner vs Product Manager

Learn how to separate the roles of product owner and product manager on Agile teams and uncover some common challenges with confusing these roles. Including a short primer on the Agile revolution.
Article

Use Scenarios are Stories That Provide Context

The problem with today’s user stories is that they aren’t interesting. And they aren’t stories. The solution is use scenarios. It’s a narrative. It explains the problem in the form of a real-life story.
Article

Benefits of Bundle Pricing

Bundle pricing is simply a strategy where services or products are packaged together for one (often reduced) price rather than priced separately. This article covers some benefits of bundle pricing followed by a system for getting started.
Article

A Quick Guide to Value-Based Pricing

Value-based pricing begins with knowing the customer’s willingness to pay based on the perceived value of your product. You can charge less than a customer’s willingness to pay, and they feel like they’ve received an

OTHER ArticleS

The image features the term use scenario being revealed underneath a ripped piece of paper
Article

What is a Use Scenario [ +7 Examples]

The purpose of drafting use scenarios is to help your development and design teams to start thinking about solutions. Context is the foundation of innovation, and you’ll be providing a tool that will be the starting point for collaborative and productive meetings.
Article

[Comprehensive Guide] Product Owner vs Product Manager

Learn how to separate the roles of product owner and product manager on Agile teams and uncover some common challenges with confusing these roles. Including a short primer on the Agile revolution.

Sign up to stay up to date on the latest industry best practices.

Sign up to received invites to upcoming webinars, updates on our recent podcast episodes and the latest on industry best practices.

Subscribe

Subscribe

Training on Your Schedule

Fill out the form today and our sales team will help you schedule your private Pragmatic training today.

First Name*
Last Name*
Email Address*
Phone
Company
Job Title
Location
How can we help you?
Preferred method of contact
Privacy Policy*
Map Your Message to Its Audience with the Communication Compass
Map Your Message to Its Audience with the Communication Compass
Ensure your message hits the mark. This eBook helps you visually map communication styles so you can tailor your design story to a stakeholder or business partner.

Download Ebook

Demystifying Data Projects: A Guide for Business Leaders
While data science is a competitive advantage, data isn’t magic. Learn how to make magic happen by partnering more effectively with data professionals. This eBook delves into types of data projects, sample questions, tools and methods, key points and cautions—so stakeholders like you can initiate data projects with real business impact.

Download Ebook

Define Ebook Thumbnail
What’s the difference between a successful data analysis project and one that falls flat? 

Before you begin working with the data, you need to understand what you’re solving for. Gathering context and aligning around goals with your stakeholders from the outset will help you avoid disconnects and deliver actionable insights. Discover the most vital questions to ask before embarking on a data analysis project in our in-depth guide, “Define: Laying the Foundation for Successful Data Analysis.”

Download Ebook

Download Now