‍Author: Martin P.
Title: Content Marketer

Frameworks and processes that help you lead the Experimentation Rebelion.

EP 6: Experimentation Program Maturity Audit

Martin again.

How it’s going?

Wrote something interesting and want me to share?

Why don’t you send it my way.

This week’s about maturity. Experimentation Program Maturity.

Most are still scratching the surface of experimentation:

• Low velocity.
• Wrong metrics.
• No C-level understanding.

To truly scale your program, drive growth and get the senior’s buy-in, you will need to build a mature experimentation program. This all starts with an audit, bringing us to the framework of this week: Experimentation Program Maturity Audit.If you’re running an experimentation program and want to know where and how to improve its performance, you can use Speero’s maturity audit to analyze your business across four pillars of experimentation: strategy and culture, people and skills, process and methodology, and data and tools.

‍Experimentation Talks, Reads, and Events of the Week:

• With couple of exceptions, never generate new ideas in a group. Link.
• 95% confidence interval is an easy choice, not arbitrary metric. Link
• Testing Business Ideas: One of the first books on systematic testing in business. Link.
• Before CX, UX, CRO, design, and growth, comes ICP research. Link.
• CRO is just 20% of experimentation. The true role of experimentation is so much more. Link.

Framework of the Week: Experimentation Maturity Pyramid

The experimentation program maturity audit is a classic program management framework and tool meant to ask key questions to find gaps in the efficiency or effectiveness of experimentation programs.

‍Do the audit. It only takes 10-15 minutes to tell you your overall experimentation maturity score.

Speero’s experimentation program maturity audit covers four main pillars or areas crucial for having a winning experimentation program:

‍Strategy and Culture: The most ignored part. And yet, without it, there’s no senior buy-in, or dedicated teams and resources for experimentation, leading to a slow, inefficient experimentation program.

‍People and Skills: This part isn’t only about the expertise your teams need to run experiments. But also how you structure them. Even if you conquer the skill gap, you still need to fight the structure gap.

‍Process and Governance: The foundation. It doesn’t matter how much money, skills, buy-in, data, tools, or strategy you throw at your experimentation program, without the right processes you’ll end up doing nothing more than spaghetti testing.

‍Data and Tools: Having the right tool stack and right data is much harder than you think. Your tools need just the right level of functionality for your current and future needs. Your data, accessible and usable.

Talk of the Week: The True Role of Experimentation

Gating Content for CRO. How much is your content worth? Content gating is good for getting info like names and email addresses from consumers, but it can also be a turnoff for many. Most people won’t share their personal information unless they have to. If you want to generate leads through content gating, you have to offer consumers an enticing reward. In this episode of “It Depends,” Shiva and Paul talk through the pros and cons of content gating and how to create powerful content that’s worth gating. Link.

Reads of the Week

With couple of exceptions, never generate new ideas in a group. Start with folks brainstorming ideas alone, then move to team setting. For 50 freaking years we knew starting with groups is worse than doing it alone, and we still continued doing it. Just because it felt more creative. Link.

‍Long live the 95% confidence interval. Sure thing, there are no best experimentation practices written in stone, but for the overwhelming majority, 95% confidence interval works. There’s a reason why 95% remains to be a strict gatekeeper. Link.

‍Testing Business Ideas by David J. Bland. A book that is an inspiration for our first Speero™ book, Testing Business Ideas teaches you how to systematically test business ideas, significantly lowering the risk and increasing the success of any new business project or venture. Link.

Event of the Week: How to Research Your SaaS ICP

Before CX, UX, CRO, design, and growth, comes ICP research. Making an actually actionable persona is hard enough, let alone when you’re doing it for B2B. Emma Travis is here to teach you how to do this quickly, and actually end up with outcomes you can use in your copy and CX.

‍Learn:

• Speero’s ideal customer profile research process
• Practical ICP Research examples
• Frameworks & templates

When: August 24, 10am US Central Time.

‍How Much: Free.

‍Register where?Link.

Marketing starts with research.

And Martin is out! Have a great summer until it ends. I’ll definitely miss it.

FEEDBACK & COLLABORATION
Hope you have enjoyed this month's The Experimental Revolution. If you have any feedback on the newsletter or would like to collaborate with Speero on thought-leadership content, please contact Martin P. See you next month.     ‍

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