JTBD involves considering the customer’s situation and context, what pain points they are trying to solve, and what outcomes they are hoping to achieve when they use a product or service. The idea is that customers “hire” a product to do a job for them, and by understanding the job, companies can create better solutions.
JTBD is based on the concept that customers don’t buy products or services for their own sake, but instead use them to solve a problem or achieve a desired outcome. For example, a customer might “hire” a ride-hailing service to get to work because they don’t have a car or the public transportation options are inconvenient. In this case, the “job” is to get to work reliably and comfortably.
By using the JTBD framework, companies can identify unmet customer needs, create new and innovative products, and improve existing ones. It also helps companies move away from thinking in terms of features and functions, and instead focus on the value they are delivering to the customer.
Overall, the Jobs to be Done framework is a powerful tool for understanding customer behavior and creating better products that meet their needs.
The step-by-step process of applying the Jobs to be Done (JTBD) framework to a B2B SaaS CRM platform is as follows:
1. Identify customer segments: Start by defining the different types of customers who use your CRM platform and what specific jobs they are trying to get done with it.
2. Conduct customer interviews: Schedule interviews with a diverse group of customers to learn more about their motivations, pain points, and desired outcomes when using a CRM platform. Ask open-ended questions and take detailed notes.
3. Identify jobs: Analyze the data from the customer interviews to identify the jobs that customers are trying to get done with your CRM platform. These jobs might include tasks such as tracking customer interactions, managing sales pipeline, or analyzing customer data.
4. Define job statements: Write a job statement for each identified job, including the context, the desired outcome, and the pain points that the customer is trying to overcome. For example, “When I am a salesperson trying to close deals, I want a CRM platform that allows me to easily track and manage my sales pipeline so I can close more deals and meet my quotas.”
5. Identify progress and friction: Consider the progress that customers are making toward their desired outcome and any friction points that are preventing them from achieving it. This could be related to the user experience, product features, or customer support.
6. Develop insights and product ideas: Based on the information gathered in the previous steps, develop insights about your customers and potential product ideas that could better meet their needs. These insights could inform product roadmaps, marketing campaigns, or sales strategies.
7. Test and validate: Finally, validate your insights and product ideas by conducting user testing, surveys, or focus groups with customers. Use this feedback to refine and improve your solution, and continuously iterate based on customer needs.
By following this process, a B2B SaaS CRM company can gain a deeper understanding of its customers and create a product that meets their needs more effectively. The JTBD framework can also help the company differentiate itself from competitors by delivering unique value to its customers.
Here’s a detailed version of the hypothetical Jobs to be Done report for the B2B SaaS CRM platform:
Title: Jobs to be Done Report – B2B SaaS CRM Platform
Introduction: The purpose of this Jobs to be Done (JTBD) report is to provide a deeper understanding of the jobs that customers are trying to get done with the B2B SaaS CRM platform and identify areas for improvement. The report covers the results of customer interviews, job identification, and product ideation. The insights and recommendations contained in this report will be used to inform product development, marketing, and sales strategies and ensure that the platform continues to deliver value to customers.
- Customer Segmentation: The first step in the JTBD process was to identify customer segments. The B2B SaaS CRM platform serves two main customer segments:
- Small to medium-sized businesses (SMBs) with sales teams of 1-10 people
- Enterprise-level businesses with sales teams of 50 or more people
- Customer Interviews: In order to gain a deeper understanding of the jobs that customers are trying to get done with the platform, customer interviews were conducted with representative users from each customer segment. The following key themes emerged from the interviews:
- SMBs: Customers in this segment are looking for a simple and affordable CRM solution that can help them manage their sales pipeline and close more deals. They want a platform that is easy to use and provides a clear overview of their sales activities.
- Enterprise businesses: Customers in this segment need a comprehensive and scalable CRM platform that integrates with other tools and can handle large amounts of data. They are looking for a platform that can support their complex sales process and help them make data-driven decisions.
- Job Identification: Based on the customer interviews, the following jobs were identified for each customer segment:
- SMBs: Track and manage sales pipeline, analyze customer data
- Enterprise businesses: Manage complex sales process, integrate with other tools, handle large amounts of data
- Job Statements: For each job identified, a job statement was developed to provide a clear and concise understanding of the customer’s motivations, pain points, and desired outcomes.
- SMBs: “When I am a small business owner trying to close more deals, I want a CRM platform that allows me to easily track and manage my sales pipeline so I can close more deals and grow my business.”
- Enterprise businesses: “When I am a sales manager at an enterprise business, I want a CRM platform that integrates with other tools and can handle large amounts of data so I can manage my complex sales process and make data-driven decisions.”
- Progress and Friction: The customer interviews also provided insight into the progress customers are making towards their desired outcome and the friction points that are preventing them from achieving it.
- SMBs: Customers are generally satisfied with the platform’s ability to track and manage their sales pipeline, but some users reported difficulty in analyzing customer data. They feel that the platform does not provide a clear and intuitive way to access and analyze customer data.
- Enterprise businesses: Customers are pleased with the platform’s scalability and ability to handle large amounts of data, but some users reported difficulties in integrating with other tools. They feel that the platform could be more compatible with other tools they use in their sales process.
- Insights and Product Ideas: Based on the progress and friction points identified, the following insights and product ideas were developed:
- For SMBs, the company could create a more intuitive and user-friendly data analysis tool to help users better understand their customer data and improve decision-making. This could include visualizations, reports, and dashboards that are easy to use and provide actionable insights.
- For enterprise businesses, the company could enhance the platform’s integration capabilities and make it more compatible with other tools that are commonly used in the sales process. This could include creating pre-built integrations or APIs that allow for seamless integration with other tools.
Conclusion: The Jobs to be Done framework has provided valuable insights into the jobs that customers are trying to get done with the B2B SaaS CRM platform. By understanding the customer segments, jobs, and progress and friction points, the company can develop strategies to improve the platform and deliver even more value to customers. The insights and product ideas generated in this report will be used to inform product development, marketing, and sales strategies and ensure that the B2B SaaS CRM platform continues to meet the needs of its customers.
Similar Framworks
Jobs to be Done (JTBD) is a customer-centered approach that focuses on understanding the motivations, pain points, and desired outcomes of customers. There are several similar and complementary frameworks that can be used in conjunction with JTBD to gain a deeper understanding of customer behavior and develop effective marketing and product strategies. Some of these frameworks include:
1. Customer Personas: A customer persona is a fictional representation of a specific customer segment that is based on data and research. Customer personas can help companies understand the needs, motivations, and behavior patterns of their target audience.
2. User Stories: User stories are short descriptions of a feature or functionality that a user wants to see in a product. User stories are often used in Agile software development and can help companies understand the needs of their customers and prioritize product features and functionality.
3. Customer Journey Mapping: Customer journey mapping is a visual representation of the touchpoints and experiences a customer has with a company, product, or service over time. This framework can help companies understand the customer’s motivations, pain points, and opportunities for improvement throughout the customer lifecycle.
4. Empathy Maps: An empathy map is a tool that helps companies understand the thoughts, feelings, and behaviors of their customers. By mapping out the customer’s experience, companies can gain insight into their motivations, pain points, and areas for improvement.
5. Design Thinking: Design thinking is a human-centered approach to problem-solving that focuses on understanding the needs of customers and prototyping solutions to meet those needs. Design thinking can be used in conjunction with JTBD to generate new ideas and develop innovative products and services that meet the needs of customers.
These frameworks can be used together to gain a more comprehensive understanding of customer behavior and develop effective marketing and product strategies. JTBD can provide a deeper understanding of the jobs that customers are trying to get done, while complementary frameworks can provide additional insights into customer personas, user stories, customer journeys, empathy, and design thinking.