Marketing is a shared activity and privilege at Futurice. These are the slides that backed up my talk at Sales Engineering Finland meetup about how we've organised our marketing.

1. LEANSERVICECREATION
Engineers in marketing
at Futurice
Living up to our values
All the way

2. Who am I?
Was a shy nerdy girl.
Studied computer science.
Designed UIs, lead IT projects.
Got two kids. <3
Become an agile coach.
Now a marketer!
Always the idealist.
Laura Snellman-Junna
@lsnellma
What I’ll talk about?
Who we are.
What we do.
How we market it.

3. We create digital services
for people, to love.
We help our customers to
succeed in the digital world.
• Founded in 2000
• 200+ clients, 1000+ projects
• 240+ employees from 20 countries
• Europe’s best workplace 2012&2013
• 8th year in a row profitable growth
• YOY growth 30%
LEANSERVICECREATION

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2/3 Engineers
Developers, designers,
business consultants, sales guys,
leadership team, internal operations.

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“The era of separating traditional industries and
technology industries is over—and those who fail to
adapt right now will soon find themselves obsolete.”
– Forbes.com
Now every company is a
software company
http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/

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http://vimeo.com/95734218

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From technology-driven
to customer-driven?
From functional silos
to effective teams?
From internal politics
to getting things done?
From legacy technology
to creating new business?
From planning and executing
to testing and iterating ideas?
How might we transform..

9. LEANSERVICECREATION
Lean Service
Creation
A holistic, evidence-driven
methodology for lean ideation,
design, build and operation of
services in a complex environment. LEAN
STARTUP
AGILE
DEVELOPMENT
DESIGN
THINKING

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Customer development is the primary driver in
new service creation and the the product
development is secondary.
It is not enough to be in love with your solution.
You have to be thrilled about the customers and
the domain.
More
Customer
development
Less
Product
management
Lean Service
Creation

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Lean Service Creation
SERVICE VISION SPRINT
TEAM :
Business / Technology
Design / End-Users
BUSINESS
IDEA
Improve
Improve
Improve
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH

12. LEANSERVICECREATIONLEANSERVICECREATION
Constantly visible
& tangible goal
Constant
feedback
Meaningful &
motivating
work.
>>
Small
steps
BUILD
MEASURE
LEARN

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Action changes thinking.
Learn > Do > Transform

14. How to get
established corporations
to work more like startups?
The path to change is having
the right attitude, knowing the
tools and methods, and having
an organization that empowers
entrepreneurial individuals.

15. LEANSERVICECREATION
1. Put all your experts in the same room.
2. Know your customer and you’ll find the problem worth solving.
3. Design the emotions the user experience evokes.
4. Validate your business assumptions. One by one.
5. The customer is product development’s crowning achievement.
6. Get a great product manager.
7. Lightning-fast feedback guarantees quality.
8. Don’t build everything yourself.
9. Kill your bad ideas as early as possible.
10. The service launch is the starting point for development, not the
goal.
http://futurice.com/blog/ten-steps-towards-a-lean-service-development-process
10 steps

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Marketing is actions.
We do not see marketing as roles or processes.
Some do it more. Some do it less.

18. Our people pages
perform better than

19. Events: sponsoring, talking, organising

20. Cases = Stories with suspension, some drama and finally results
Services = What we do and how we do it

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20/80 Sales
20% hunter = we look for interesting new clients and
cases with a right culture fit
80% farmer = we care for our clients business and help
them transform

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Not just digital,
events and talk!
Developers make hundreds of interaction design
micro decisions every week.
Engineers do hundreds of marketing micro actions
every month as they interact with clients.
Sales guys, well…

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100% Delivery
No nonsense.
Keep the promises.
Get the client to market for you!

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Let’s talk!
Twitter: @lsnellma
LinkedIn!

25. Laura Snellman-Junna
@lsnellma
Laura.snellman-junna@futurice