Building Bridges of Understanding: Karla Fiske’s Approach to Product Management
Karla Fiske, a seasoned product leader, has made a name for herself by successfully navigating complex industries, from fintech to healthcare. As the first VP of Product for Tebra’s Patient Experience division, Karla has developed a unique approach to product management that emphasizes collaboration, data-driven decision-making, and a customer-centric mindset.
Adapting to New Industries
Karla’s journey has taken her through various sectors, including healthcare, restaurant tech, and fintech. When asked about her approach to adapting to new industries, Karla emphasized the importance of absorption and learning. “In any new industry, I’m in absorption mode for the first three to six months,” she explained. “I need to understand the business model, the natural cycles of the business, and how GTM works differently in this industry than others.”
To accelerate her learning curve, Karla seeks out internal historians – subject matter experts who can provide valuable insights and context. By building relationships with these historians, Karla is able to gain a deeper understanding of the industry and develop a more effective product strategy.
Fostering Collaboration and Cross-Functional Communication
As a self-proclaimed “bridge builder,” Karla believes that collaboration and cross-functional communication are essential to driving success. To achieve this, she focuses on building strong relationships with her network and understanding their needs and expectations. By doing so, Karla is able to align her team’s goals with those of other departments, ensuring a unified approach to product development.
The Power of Data-Driven Decision-Making
Karla is a strong advocate for using data to inform product decisions. She believes that metrics such as Net Promoter Score (NPS) can provide valuable insights into customer behavior and preferences. By analyzing NPS data, Karla is able to identify areas of improvement and develop targeted solutions to address customer pain points.
The Role of NPS in Product Strategy
Karla views NPS as a tool in her toolbox, rather than a standalone solution. By capturing NPS at different stages of the customer lifecycle, Karla is able to gain a more comprehensive understanding of customer needs and preferences. This approach has led to innovative solutions, such as the development of a new fintech product that addresses specific customer pain points.
Outcome vs. Output: Shifting the Mindset
During her time at Chipotle, Karla focused on solving digital customer problems, which led to a cultural mindset shift towards being outcome-driven rather than output-driven. This shift had a significant impact on product marketing, as it encouraged teams to focus on measurable outcomes rather than simply launching new features.
The Future of Product Management
Looking ahead, Karla sees a future where AI and machine learning play a more prominent role in product management. She believes that these technologies will enable companies to better understand customer behavior and develop more targeted solutions. However, Karla also emphasizes the importance of internal enablement, ensuring that AI tools are used to support staff rather than replacing them.
By combining her expertise in product management with her passion for collaboration and data-driven decision-making, Karla Fiske is redefining the way companies approach product development. Her approach serves as a valuable reminder that, in today’s fast-paced digital landscape, it’s essential to stay customer-centric, collaborative, and open to new ideas.