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Building and Scaling Product Operations – Tealium’s Story

Tealium

Tealium is the leader in real-time customer data orchestration solutions and enterprise tag management, connecting customer data across web, mobile, offline, and IoT for more than 850 companies including Domino’s, Gap Inc., IBM, Molekule, and more.

As Tealium juggled strategic decision making, customer problems, team alignment, idea management, enablement and training for stakeholders – you name it – the need for operational efficiency and processes to enable product and go-to-market teams became an essential, yet missing piece of their business strategy. Thus, the need arose for building and scaling product operations.

"It really did check that box completely, of providing visibility throughout the organization from a single place, and not having multiple different status documents in multiple different places where you just can't trust the information because you don't know how outdated it is. Everything is centralized."

– Jackie Orlando, Director of Product Operations at Tealium
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Tealium + Dragonboat

The Dragonboat team chatted with Jackie Orlando, Director of Product Operations at Tealium, to see how they went about building and scaling their product operations team while connecting OKRs, customer needs, product strategies, and resources with Agile execution along the way:

What does Product Ops look like at Tealium – you mentioned it basically started with you?

 Jackie Orlando: I was the first hire when the product organization actually started at Tealium, to help put some rigor around how we were working.

We were building from the ground up, and our focus was really on operational efficiency and foundational processes – how do we do what we do, but do it smarter, faster, and better? And with the least amount of admin overhead possible, while also trying to help PMs focus on solving customer problems, making strategic decisions, and not have to be in the weeds and worry about how to get things done?


How has Product Ops evolved at Tealium since then?

 Jackie Orlando: The focus itself hasn’t really evolved… it’s more about the problems we tackled are evolving and getting more complicated.

We started out with a very specific charter, of improving our go-to-market process and our enablement, and making sure customer success, sales, marketing – everybody has what they need, in order to handle their pieces of the business when a feature launches.

On the same operational efficiency theme, now it’s growing it into – how do we standardize bug intake? How do we put processes around how we plan work? What other fundamental measures can we get in place so PMs can cross share learnings they have?

Then, as product management matured, the areas of our focus matured with it, like looking at our wider portfolio management. And that’s what led us to Dragonboat as we continued to build and started scaling product operations. How can we have a better picture of our end-to-end organizational portfolio roadmap? How do we operationalize the artifacts that PMs need to create along the way for discovery and research? And not as a means to be prescriptive, but giving them tools to help guide them and have a foundational standard of how our product management organization operates.


What challenges were you facing that led you to evaluate and ultimately select a tool?

Jackie Orlando: We needed to have a single source of truth for idea management, a way to enable smarter outcome-based decisions, visibility for senior leadership into investments being made, and general visibility with the roadmap, because there was a lot of feeling like things would go into a “black box”, and no one would know what was coming out the other side and when.

Not because the information wasn’t there… but because it wasn’t being shared in a consumable, accessible, or trustable way.


Why did you choose Dragonboat for scaling product operations?

Jackie Orlando: When we set out to look for a portfolio management tool, because there are so many options out there, it can be overwhelming. We wanted to ground in what we were looking for, so we landed on a bulleted list of goals.

Why Tealium chose Dragonboat

At the end of the day, we landed on Dragonboat for a number of reasons.

The first and foremost was, it was one (if not the only) solution that actually focused on outcome-based decision elements, allowing us to tie our feature ideas directly to our company OKRs and product objectives.

Which then, tied into the ability to slice and dice things, and create these reports that show senior leadership visibility into where their investments are being made against the goals that they have set for the organization.

The two-way JIRA integration was also a huge factor, because all the other tools that I found had a one-way integration where you could push to JIRA, but it wouldn’t go back. Having this really flexible and robust integration allows product to do whatever they need to do, however they need to do it in Dragonboat, and without asking engineering to change a single thing about how they operate day to day. Knowing the connectivity is there, and the data is always going to be in sync was a really big thing for us.

It really felt more like a partnership than a vendor-customer relationship. And knowing that you guys would be there to help me figure out the right way and best practices, and you were invested in my success as much as I was.


What other teams are involved with Dragonboat at Tealium now, and what benefits do they see?

Jackie Orlando: It’s our single source of truth for our organizational level portfolio management, health, and status.

Read-only access is available to all of our senior leadership. I’ve created reports for them, but they also have the ability to slice things how they want to see it if they choose to.

The entire product management team is using it to score, rank, and plan their initiatives. We’re also using it to aggregate all the links to the key artifacts and documentation related to each initiative.

Marketing is probably one of the biggest consumers as well. They need the information in order to strategize and plan their calendar. I think it really helps them to be able to pick and group and figure out how they want to tell their marketing story for Tealium, based on the rolling features that we’re continuously providing, and then Dragonboat providing the view of when to expect those things.

My boss is in Dragonboat all the time looking at things. We have bi-weekly engineering + product leadership meetings where we go through dashboards and look at the health of everything. So it’s used to manage up and C-level meetings.

So it really did check that box completely, of providing visibility throughout the organization from a single place, and not having multiple different status documents in multiple different places where you just can’t trust the information because you don’t know how outdated it is. Everything is centralized.


For Building and Scaling Product Operations, the Right Tool Enables the Right Outcomes

Having a strategic set of goals in mind paired with the right tool has enabled Tealium to focus on outcome-driven results and synchronous work. Tealium has a single source of truth for everyone with visibility and alignment across the board, so people don’t have to “ask 100 people 100 different questions, and they can start to link things together themselves,” explained Jackie.

With Dragonboat, Tealium has been able to scale operational efficiencies and create a foundational strategic framework that will be their key for future growth and development, especially as their product evolves with the maturity of their ground-zero product ops function.

Tealium has been at the forefront of delivering trusted customer data orchestration for over a decade, and their ability to help companies leverage and fuel customer experiences will only continue to expand from here on out.

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PROFILE:
Tealium connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers. Tealium’s turnkey integration ecosystem supports more than 1,300 built-in connections, empowering brands to create a complete, real-time customer data infrastructure. Tealium’s solutions include a customer data platform with machine learning, tag management, an API hub and data management solutions that make customer data more valuable, actionable, privacy-compliant and secure. More than 850 leading businesses throughout the world trust Tealium to power their customer data strategies.
INDUSTRY:
Marketing Technology
EMPLOYEES:
649
REASON FOR USING DRAGONBOAT:
Outcome-based decision making, scale operational efficiencies, source of truth for idea management & planning, roadmap visibility
PRIMARY DRAGONBOAT USERS:
Product operations, product management, leadership, marketing
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Dragonboat is the fastest growing product portfolio platform for outcome-focused teams to strategize, prioritize, plan and deliver products that drive business results. With Dragonboat, product teams can connect OKRs, customer insights, and product initiatives in one source of truth PPM platform.
SIGN UP
Dragonboat is the fastest growing product portfolio platform for outcome-focused teams to strategize, prioritize, plan and deliver products that drive business results. With Dragonboat, product teams can connect OKRs, customer insights, and product initiatives in one source of truth PPM platform.

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