Our Approach
After a visit to Amsterdam and an exploration of Bynder’s current state, we presented our ideas and direction to leadership and dove in. While Bynder searched for their next CPO, we began by providing immediate product leadership so the company could power forward without delay. We offered stability and direction by working closely with the executive team on product strategy, advising on long term plays and short term roadmaps to meet growth goals.
Once the strategy was set, we defined the new organization structure and reporting lines for the product management team. We were given room to evaluate individual product team players and advise on best fits for them within the product portfolio. We also recommended a few new hires to fill out the remaining gaps in leadership and on teams. Then, we used Product Institute, our online product management school, to efficiently train these new teams and to ensure the whole company was speaking the same product-led language. We also provided roadmapping guidance while deploying the short term strategy. Teams were able to come together around the most important objectives, and make a concerted push in product development that ultimately enabled growth.
Bynder also struggled with defining a pricing and packaging strategy that aligned with their new dual product line. Working together across the sales, product, marketing, and executive teams, we conducted a pricing analysis and found areas they could leverage quickly.
Meanwhile, the perfect Chief Product Officer was identified and it became our mission to get him up to speed as quickly as possible. We worked closely with him for two months to hand over the reins of our recent work, and got him ramped up so that he could confidently lead the team at the first board meeting and beyond.
