Enterprise Research & Insights
In the first three months of the phase, the Lion team conducted multiple rounds of interviews with prospects, solutions engineering managers, and key clients to gather their experiences, pain points, and decision-makers’ concerns about the product. This resulted in a comprehensive view of the product’s state, which was presented to leadership. Using various data sources, such as analytics, sales calls, surveys, and other information, the team created a complete vision for the future of the product.
The team found that while the API product was powerful, it caused confusion and limited its usage. Despite expectations for enterprise marketers to utilize features such as split testing, conversion tracking, personalization, real-time data, performance metrics, and comparative dashboards, the API-driven nature failed to empower them. The customer experience (CX) team also felt limited in their ability to support many use cases without costly engineering efforts on the client side.