We're a marketing automation agency, and we've developed this list of potential jobs to target so far (it may include some duplicates etc., we're not done with it yet) - I'd be super curious to get your input and I'm ready to pay for personal consulting if you'd be avaialable for that.
Send an email to a segment
Nurture known key accounts
Build a lead nurturing process
Execute a webinar
Implement and start using a new sales process for our team
Forecast our sales
Build a relationship with our prospective buyers
Build a relationship with our customers
Send a piece of information to a specific group of people in our database
What is the ultimate outcome you are seeking? Many of these are solutions, or steps, or possibly outcomes. If you haven't already, you may find the content here to be helpful. Admittedly, I have 100 draft posts in my database that I haven't finished or published yet :)
This is exactly the reason I'd love to have some guidance or consultation.. :) When I look at my list, I can't distinguish between which ones are solutions, steps or outcomes.
(Actually, I have my suspicions which ones might be one or the other... But I'm not quite there yet. Reading many of your articles today has certainly given me a good boost in my understanding of how to define Jobs-To-Be-Done properly.)
The outcome I'm seeking is to the job(s) that are both important and underserved that my company can realistically address in the near-to-medium term in our market, then align our marketing and solution around that.
We offer marketing automation software along with services, and we can design.
Thanks for the article you provided. I read it and it was illuminating, but did not answer all my questions.
Would it be possible to buy some online consultation from you to discuss this further and just pick your mind?
I'll make an attempt to correct a mistake I might be seeing now that you've highlighted potential issues:
"Build a lead nurturing process" -> I think I now see that "a lead nurturing process" is actually a *solution*, so this job statement is not solution-agnostic.
Using the 5 why's process you described in the other post, I'd say: Why are they building a lead nurturing process? To nurture leads. Why? To qualify leads.
I've refined our entire list now based on the new understanding I've got.
In this new list, which I'll paste below, I still see that some things are "steps" of a higher level - but are they not worthy of being called "Jobs" in of themselves and studies as well?
I'm thinking specifically of, for example:
Generate a lead
Qualify a lead
Route a qualified lead to sales
While they're part of a larger job (almost everything is?), can they not be seen as worthy jobs in and of themselves?
The reason I'm asking this is that we cannot realistically do the full job "develop sales qualified leads" for any market at the moment. It's too big for us. But if it turns out that people find "Qualify a lead" to be important but unsatisfied with current solutions, we have a good chance of doing a really good job of that for certain segments.
Below is the full exhaustive list I've boiled it down to now:
We're a marketing automation agency, and we've developed this list of potential jobs to target so far (it may include some duplicates etc., we're not done with it yet) - I'd be super curious to get your input and I'm ready to pay for personal consulting if you'd be avaialable for that.
Send an email to a segment
Nurture known key accounts
Build a lead nurturing process
Execute a webinar
Implement and start using a new sales process for our team
Forecast our sales
Build a relationship with our prospective buyers
Build a relationship with our customers
Send a piece of information to a specific group of people in our database
Grow brand awareness
Generate qualified leads
Build a lead gen funnel
Build a lead gen to closed deal funnel
Become proficient at marketing automation
Become proficient at inbound marketing
Decrease customer acquisition cost
Grow international brand
Grow revenue
Grow social media reach
Improve customer NPS
Improve lead quality
Improve sales rep productivity
Introduce new product/service
Develop a sales qualified lead
Acquire new customers
Grow existing customers
Encourage referrals
What is the ultimate outcome you are seeking? Many of these are solutions, or steps, or possibly outcomes. If you haven't already, you may find the content here to be helpful. Admittedly, I have 100 draft posts in my database that I haven't finished or published yet :)
https://jobstobedone.substack.com/p/modeling-revenue-development-for?r=4wccx&s=w&utm_campaign=post&utm_medium=web
Actually this one is the one I was thinking of
https://jobstobedone.substack.com/p/the-two-sub-markets-of-revenue-development?r=4wccx&s=w&utm_campaign=post&utm_medium=web
Hey Mike! Thanks for your answer!
This is exactly the reason I'd love to have some guidance or consultation.. :) When I look at my list, I can't distinguish between which ones are solutions, steps or outcomes.
(Actually, I have my suspicions which ones might be one or the other... But I'm not quite there yet. Reading many of your articles today has certainly given me a good boost in my understanding of how to define Jobs-To-Be-Done properly.)
The outcome I'm seeking is to the job(s) that are both important and underserved that my company can realistically address in the near-to-medium term in our market, then align our marketing and solution around that.
We offer marketing automation software along with services, and we can design.
Thanks for the article you provided. I read it and it was illuminating, but did not answer all my questions.
Would it be possible to buy some online consultation from you to discuss this further and just pick your mind?
I'll make an attempt to correct a mistake I might be seeing now that you've highlighted potential issues:
"Build a lead nurturing process" -> I think I now see that "a lead nurturing process" is actually a *solution*, so this job statement is not solution-agnostic.
Using the 5 why's process you described in the other post, I'd say: Why are they building a lead nurturing process? To nurture leads. Why? To qualify leads.
So the job is: Qualify leads.
Am I on the right track?
I've refined our entire list now based on the new understanding I've got.
In this new list, which I'll paste below, I still see that some things are "steps" of a higher level - but are they not worthy of being called "Jobs" in of themselves and studies as well?
I'm thinking specifically of, for example:
Generate a lead
Qualify a lead
Route a qualified lead to sales
While they're part of a larger job (almost everything is?), can they not be seen as worthy jobs in and of themselves?
The reason I'm asking this is that we cannot realistically do the full job "develop sales qualified leads" for any market at the moment. It's too big for us. But if it turns out that people find "Qualify a lead" to be important but unsatisfied with current solutions, we have a good chance of doing a really good job of that for certain segments.
Below is the full exhaustive list I've boiled it down to now:
Deliver a message to a group of contacts
Improve close rates
Forecast our sales
Close a deal
Build a relationship with our prospective buyers
Build a relationship with our customers
Grow brand awareness
Decrease customer acquisition cost
Grow international brand
Develop a sales qualified lead
Generate a lead
Qualify a lead
Route a qualified lead to sales
Convert leads to revenue
Sell more to an existing customer
Encourage referrals
I'd love to hear your thoughts on this.