In Depth

Buy or build? Focus on the core product or innovate? Zendesk CTO Adrian McDermott's advice for scaling

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Dec 9, 2021
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ADVICE

Multi-Product Strategy

  • When transitioning from a single product to multiple products, carefully consider the target buyer.
  • If different products have different buyers, separate go-to-market strategies make sense.
ANECDOTE

Chat Product Acquisition

  • Zendesk's chat product initially struggled with scaling a self-built solution.
  • Acquiring Zopim brought expertise and accelerated growth, highlighting the value of buying vs. building.
ANECDOTE

BIME Acquisition Misstep

  • Zendesk acquired BIME for data analysis but mistakenly tried maintaining its existing business.
  • They should have focused on their core strength: customer analytics within Zendesk.
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