Customers arrive in your product and don’t know what to do.
A customer doesn’t care if marketing owns the page before signup and product owns the page after signup. They only care about one thing – using your product successfully to produce an outcome they desire.
When focus leads to silos
This is easy when you’re a startup with 10 people in one room. Everyone is working towards the same roadmap and there’s little product collateral to maintain. “Push it live and get people to use it now” is the mantra. But as a startup grows, specific teams are created to deliver concentrated value – engineering, marketing, sales, product, etc. This allows teams to focus on specific problems more thoughtfully than an ad-hoc group can. Focus helps product teams solve more specific problems but it may not lead to coherent experiences overall. It can also lead to silos where your onboarding is a collection of disparate pieces that make little sense to your customers when placed together. Consider marketing landing pages, account creation, payment, initial product setup and finally, initial use of the product itself. When a startup begins to scale, focus dictates that many of these steps be owned by separate teams. Yet successful onboarding is a direct result of how effectively each of these teams work together – not how each team is able to optimize their own piece of the flow.
It’s easy for teams to think within their own focus area, since they can
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