How do you manage a product that is software aimed at product managers? Elad Simon, CEO of Craft.io, joined the company at a time when the company was reorganizing itself, better understanding the market and deciding on a new method to reach its customers.
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July 14, 2022•
3 minutes reading
Hosted by Jordan Kastrinsky, High Tech on the Low is on a mission to make high tech accessible to the world. In my podcast, I explore the many different facets of the high-tech world, from development to marketing, to sales, to entrepreneurship and more! As society increasingly focuses on technological solutions to make processes more efficient and safer, it is now more important than ever that we pool the collective resources of the high-tech sector under one roof to reap the benefits of this knowledge sharing. There are so many opportunities to grow within the industry that we need to provide the tools to do it. So, what did we discover this week?
The tech space is rich in interesting job titles, one of those titles and a highly sought after position is that of the product manager. As those who oversee the product journey, product managers have the greatest control over a company’s development when they decide on key functions. To learn more about the position, you can even revisit a previous interview with Yoobic’s senior product manager, Benjamin Franck, whose episode delved into the intricacies of what it actually means to be a product manager at a high-tech company.
But how do you manage a product that is software for product managers? It almost seems Inception-esque, but Elad Simon, CEO of Craft.io, joined the company to answer pressing issues facing product managers at companies around the world. “Product management is one of those disciplines that is critical to the success of a software company, but it lacks a clear tool or platform for the day-to-day work of product managers,” adds Elad. Seeing this need, Elad leads the drive at Craft.io to reach out to these product managers to bring them the value of a centralized platform they can use for their work, rather than the hodgepodge of tools they use today.
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But when Elad first joined Craft.io, he saw that the company had unanswered issues internally as well. See the article : 7 tips to recession-proof your business from executives who have been there. “When I joined the company, there was no go-to-market team,” notes Elad, “and as in many tech companies, there’s this step of building a product that meets a need, but there’s was no way to reach the end user.” He came to revitalize the company when he joined in early 2019. How did he do it?
First, Elad worked on the reorganization of the company. The workforce changed, strategies were redefined, and inevitably they had some surprise in terms of their audiences changing their outreach methodology. After carefully considering which companies could be great users, they found an additional audience to target in large enterprises. “We have two types of companies that we work with: software companies, medium to large companies, who need a system to manage their projects, but what was not obvious, and what we added were large companies like Danon and Kimberly Clarke , whose core industry is not building software, but building software for internal processes.”
