Summary In this episode of the Product Coalition podcast, host Jay Stansell engages with Shiva Manjunath to discuss the evolving landscape of marketing and the critical role of experimentation and data-driven decision-making. They explore the importance of moving beyond mere opinions in marketing strategies, emphasizing the necessity of A/B testing and conversion rate optimization (CRO) as essential tools for validating business decisions. The conversation delves into the challenges faced by CROs, the significance of crafting effective hypotheses, and the need for alignment between commercial goals and experimentation efforts. Ultimately, the episode advocates for a culture of experimentation within organizations to enhance user experiences and drive better business outcomes. Takeaways * Experimentation is essential for understanding user experiences. * Data-driven decision-making is crucial in marketing. * CROs often face burnout due to organizational challenges. * A/B testing should be seen as a mindset, not just a tool. * Crafting hypotheses should start with identifying user problems. * Organizational culture impacts the effectiveness of experimentation. * Leadership buy-in is necessary for successful CRO initiatives. * Collecting data is foundational for effective experimentation. * CROs should focus on creating positive user experiences. * The perception of CRO needs to shift from a tech function to a commercial guidance role. Chapters * 00:00 Introduction to Product Coalition Podcast * 02:25 Shiva Manjunath's Journey into Experimentation * 03:54 Challenging the Status Quo in Marketing * 08:32 The Importance of Data-Driven Decision Making * 12:59 Overcoming Barriers to Experimentation * 19:53 Crafting Effective Hypotheses for Testing * 23:41 The Role of CRO in Organizations * 28:39 Building a Culture of Experimentation * 35:18 Aligning Commercial Goals with Experimentation * 38:58 Choosing the Right Tools for Experimentation This is a public episode. If you’d like to discuss this with other subscribers or get access to bonus episodes, visit productcoalition.substack.com/subscribe