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Beta Programs - more than just product testing!

Workato employee
Workato employee

Most of us are familiar with the basics of beta programs - have some potential end users put the product through its paces to ensure that it works as expected and iron out any bugs that are found.  That is certainly one way to go, but there is so much more that can be done that will really accelerate customer adoption. 

They key is to start with the mindset of a scientist, not that of a perfectionist.  With that point of view it is good to go friendly customers and share the hypothesis around why you are building this solution, how it should work, what the value proposition is, and what outcomes customers should expect.

Then, be sure to test the whole program end to end.  Is the marketing messaging clear and compelling?  Does the training documentation make it easy to get up and running with the solution?  What part of the product works well and what is awkward, difficult or confusing?  Most importantly, did the customer achieve their desired outcome and does that value far exceed the cost?

If you're not getting the feedback you want, it's important to go back to the drawing board.  But if those things are working, you are almost ready to go live.  Be sure to capture beta customers comments on the experience and measure the outcomes.  You can then use that feedback and the social proof in future sales and marketing activities as you go GA, and that will do a lot to accelerate the first set of sales.

Don't miss out on taking full advantage of an important part of the development process!