(108) Why must product managers rethink their product offerings in the fast changing world of automation/no-code platforms?

Enterprises are suffering from SaaS bloat

The average enterprise is using hundreds Cloud applications and similarly, the average employee uses dozens of SaaS applications. As software stacks grow, business processes end up spanning multiple applications, and the need to orchestrate activities and data flows across them increases.

Offering point-products without integrations with customers’s internal organization are a failing proposition

SaaS bloat is a reality and if you are pushing yet another point-product into your potential customer’s growing mix of products, it is only going to add friction towards its adoption.

The growing prominence of General Automation Platforms (GAP)

The growth and increasing specialization of software tools means that for most organizations, even narrow workflows can end up spanning a fairly significant set of applications. Integrations can address specific hand-off points within a workflow, but the overall orchestration between systems remains largely manual.

  • Close more customers — say “yes” to the long-tail of customers that need “X integration” before they can buy. Your potential users (and current ones) often conduct web searches such as “Does X tool integrate with X?”. GAP gives your integration a series of dedicated landing pages, so your integration shows up in search results.
  • Retain more customers — customers that are using your API become sticky, and churn less.
  • Be discovered by millions of customers — get found in GAP’s app directory, emails, and inside other software tools.

So, how should product builders change tack?

Broaden the limited view of what your product is meant to be. A product is more than a point solution. If your product offers key value but cannot exist in the internal systems of your potential customers, it is of little consequence.

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Ravi Kumar.

Ravi Kumar.

Building nextgen real estate platform at PriceHubble & podcaster at productlessons.com. I blog about products, business around products, and growth strategies.