Strategic product management is a crucial success factor that becomes the bedrock of achievements for every product, especially in the Tech space. Startups and companies have to pivot a lot to strive and thrive, specially in the B2B SaaS Tech space.
Only a handful of leaders and executives are able to crack the code of successful strategy and implementation and one such upcoming product mind in this space is Nadine Mansour. Nadine is known for her exceptional inputs during her time in various leading SaaS Tech companies including Instabug, Miro, and Intercom.
She has witnessed and been a part of growing teams and has actively contributed in solving key growth challenges for SaaS companies. Because of her contributions and distinctive approaches, he is being looked upon as an upcoming thought leader in the product management space by many in the industry.
Launching the ‘Application Performance Monitoring’ product from 0 to 1 in Instabug
Nadine joined Instabug during its early days and saw the company grow from a small team of 10 to an organization with 200+ employees. Instabug is also the first Egyptian company to get funded by top tier Silicon Valley investors (Accel).
Nadine joined the company as a customer-facing rep but her technical grasp of SaaS products and distinctive ideas helped her quickly grow to becoming the first Product Manager of Instabug. Instabug started as a bug reporting and crash reporting tool for mobile apps that was primarily used in pre-production.
However, the company wanted to grow its target market and reach by building a crucial solution for mobile apps, especially in the production environment. This is where Nadine’s role as the product manager came into the picture. She headed and built a strong product team within Instabug that built the ‘Application Performance Monitoring’ product to help mobile teams better understand the quality of their apps as perceived by their customers.
Nadine mapped out a new product strategy that was centered around a customer centric approach. Her strategies and implementation was the key factor behind successful execution of product development and led to widespread appreciation by mobile teams.
This was the biggest investment for the company at the time and the whole of the company was focused on the successful execution of building this product. Nadine also played an essential role in building the positioning of the sales and marketing pitch for the product. The product turned out to be a huge pivot point for the company and helped it gain a larger share of the market. This product also formed a major part of the pitch for the successful Series B round that Instabug raised.
Leading the development of a full-fledged Tickets solution in Intercom
Nadine Mansour joined Intercom in 2021 and saw an unprecedented career growth by being promoted as a Senior Product Manager in 6 months and as a Staff Product Manager in less than a year later.
Her customer centric approach and methodologies prompted her to lead the development of a full-fledged Tickets solution, which later became the lost piece in the puzzle of making Intercom the all-in-one solution customers needed to manage all their customer support processes from one solution.
Nadine’s impact wasn’t limited to just the products she built, but also how R&D teams operate and build products. One of her biggest achievements as a product think tank has been the development of the Product market fit (PMF) customer panel approach.
Determining Product-Market Fit is traditionally done by observing a surge in user adoption or revenue. However, for companies like Intercom, creating sophisticated features necessitates a more nuanced method to accurately assess and gauge PMF early.
Consequently, Nadine developed a new method—the “PMF Panel.” This involves assembling a targeted group of potential customers with unmet needs rather than just launching a feature and monitoring its success in the market.
The PMF panel approach tremendously helped improve the development of the solution with the following changes:
- The product roadmap was altered to account for much sharper understanding of customer key blockers
- The team’s synergy improved as the focus and understanding of everyone on the team shifted to customer success
- Feedback on development increased exponentially as customers on the PMF panel gave direct, raw, and quick feedback
- The product kept improving during the development stage to match the actual and most pressing requirements of the PMF panel customers which resulted for a more appealing product for the wider audience
The PMF panel approach has gained widespread appreciation and is bound to become a part of normal workflows during development for product teams in intercom.
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