Everyone has heard the expression that companies should “eat their own dog food.” Well, I have two dogs and the idea of eating their kibble isn’t exactly appetizing. I prefer the alternative take of “drinking your own champagne” – same concept, but much tastier.
While the “dogfooding” concept initially emerged as a way for organizations to demonstrate confidence in their own offerings to prospective customers, it has evolved into something much more valuable. Regardless of which version of that old adage you prefer, it’s something that’s absolutely critical for companies who want to build great products. Why? Because it helps:
- The people who build the product to connect deeply with the people who use the product
- Uncover areas where the product stumbles in real-world workflows
- Drive innovative solutions that simply make the product work better
“Dogfooding” is a concept we’re firmly committed to here at ReadyTalk and one that permeates our organization. Here are just a few of the ways we “drink our own champagne” …
Engineering Team Meetings
Even though they are located in the same building, some of our scrum teams use ReadyTalk’s audio and web conferencing service for their daily stand-up meetings. This puts them in the shoes of customers who use our product for collaborative meetings and helps them understand the importance of making online meetings fast to start, easy to join and as effective as meeting face-to-face. One developer saw an opportunity to streamline the process and spent his labs time integrating ReadyTalk with Campfire, allowing people to easily start or join ReadyTalk conferences from this real-time team collaboration tool.
Lead Generation Webinars
Our marketing team conducts webinars – a lot of webinars – to share best practices, build brand awareness, and generate leads. They use ReadyTalk’s audio and web conferencing service to deliver these online events. But they also rely on Eloqua’s marketing automation platform to promote the event, collect registrations, and drive post-event follow-up. One of their biggest complaints was the hassle of moving data back and forth between the two platforms, which not only wasted valuable time but delayed follow-up after the webinar. This pain point drove us to build an integration with Eloqua, which automatesonce-manual processes, saves marketers time, and helps increase webinar conversion rates. And, by using our Eloqua integration internally, we continue to uncover ideas for improving it vs. treating it as a one-time check-in-the-box.
Online Sales Demos
The ReadyTalk sales team primarily interacts with prospects over the phone and they rely on our conferencing platform to demo our product. They also spend the majority of their day in Salesforce, our corporate CRM. It was a pain for them to leave Salesforce to schedule and start sales demos and they often didn’t bother to record that the demo happened, making it difficult for sales management to keep tabs on their team’s activity levels. This unmet need drove us to create ReadyTalk for Salesforce, which solves these problems not just for our own sales team, but for customers who use Salesforce and conduct sales demos on our platform.
Does your organization practice “dogfooding?” How has it impacted your business?