What metrics would you use to evaluate Airship's SMS Marketing platform?

Introduction

Evaluating Airship's SMS Marketing platform requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of the platform's performance and identify areas for improvement.

Step 1

Product Context

Airship's SMS Marketing platform is a B2B SaaS solution that enables businesses to create, send, and analyze SMS marketing campaigns. The platform caters to marketers and customer engagement teams who want to leverage SMS as a direct communication channel with their customers.

Key stakeholders include:

1. Marketing teams (primary users)
2. Customer engagement managers
3. Business owners/executives
4. IT departments (for integration)
5. End consumers (recipients of SMS messages)

The user flow typically involves:

1. Campaign creation: Users design SMS content, select target audience, and schedule delivery.
2. Delivery: The platform sends messages to the specified audience.
3. Analytics: Users track campaign performance, engagement rates, and conversions.

This product fits into Airship's broader strategy of providing omnichannel customer engagement solutions. It complements their existing email and push notification offerings, allowing businesses to create cohesive, multi-channel marketing strategies.

Compared to competitors like Twilio or Braze, Airship's SMS platform likely emphasizes integration with their other engagement tools and may offer unique features tailored to their existing customer base.

In terms of product lifecycle, the SMS Marketing platform is likely in the growth stage, as SMS marketing is gaining popularity but hasn't yet reached market saturation.