This month, we sat down with Carlos to chat about all things A/B testing, from emerging trends in the industry to leveraging partners to take experimentation to the next level.
What is your role at AB Tasty all about?
As Partnerships Director, my main goal is to cultivate win-win relationships that drive value for the customers shared between AB Tasty and our partners.
I’m responsible for building out AB Tasty’s North America partner network. This includes recruitment, onboarding, and go-to-market activation across Digital Experience Agencies, System Integrators, and key ISVs.
From your perspective, what qualities make up a good agency partner?
There are are a few qualities that I’ve seen time and again in fantastic agency partners:
- They have a deep customer knowledge. These partners have a sharp understanding of their customers’ motivations, goals, and preferences. They’ve taken a 360 approach, researching personas, industry trends, use cases, etc. to understand not just what the customer needs now, but what they will need in the future.
- They know their differentiation. They’re able to explain their company’s unique value proposition with absolute precision. Their mindset is to go narrow and deep as opposed to wide and shallow. Vertical specialization or use-case driven solutions are two examples of this.
- They’re focused on business outcomes. They’re constantly prioritizing results in their communications; they know or can estimate what business improvements customers can expect from their services.
- They have executive sponsorship. This one is often overlooked, but you would be surprised at how much faster a partnership can move when the right people are involved from the get-go.
- They can be trusted. Being open and transparent—with the good and the bad—is crucial for collaboration.
- They’re a cultural fit. Do we enjoy working together? Do we have fun together? These are two elements that do wonders for productivity in partner relationships.
Why has AB Tasty chosen to look to partners to support customer success, rather than building out the services internally?
In the Saas world, the scaling of internal services can be expensive and time consuming. At AB Tasty, we’ve decided to place our focus and energy in what we do best: continuous product innovation and differentiation. Partners provide us with industry knowledge and a broader range of innovative, on-demand, skills that supplement our in-house resources (while also allowing both us and our partners to continue focusing on specialization in our respective fields).
What has been one of your proudest moments while working on the AB Tasty Partnerships team?
I joined AB Tasty about 2.5 months ago, but even in this short amount of time I’m proud that I was able to hit the ground running. I was able to quickly create a feedback loop with our partners to help accelerate our collaboration and keep the channels of communication open—and already the perspectives they’ve shared with us have influenced the AB Tasty product roadmap. It’s huge to be able to demonstrate the value of our partnerships, and show how their feedback is instrumental.
What has been something that has surprised you about working with partners that you didn’t expect?
If there’s one thing that continues to amaze me, it’s how open and honest our partners can be when trust is earned. Our partner feedback is highly valued, and the unique perspectives they provide really do impact our product and processes in such positive ways.
AB Tasty is emerging as a leader in the experimentation and optimization space on the global scale in a competitive space. Where does the origin of that vision and culture come from?
AB Tasty’s vision begins with our founders: Alix and Remi. They both started out in web analytics and realized that the majority of web traffic didn’t convert. This was a telling insight on the state of digital, user behavior, and how quickly that landscape was changing. The idea of customer loyalty was waning: people wanted seamless interactions with brands across digital devices. They wanted tailored experiences and were quickly prioritizing convenience and utility.
Alix and Remi saw this disconnect between businesses and the customer, and the continuous integration of digital (well, everywhere). And in response, they created AB Tasty, which offers businesses the ability to continuously optimize their digital experiences and products through experimentation, analytics and personalization.
The test-and-learn mindset of AB Tasty is very much rooted in the culture of experimentation. Every test is a crucial learning opportunity that allows companies of all sizes to adapt, iterate, and continue at speed: to cultivate resilience and agility in a landscape that’s rapidly changing.
Where do you hope to see the AB Tasty Partnership program in 1 year? How about 5 years?
We recently launched our Global Partner Program, and have been making great strides in building a comprehensive network of agency partners and ISVs to support our customers. In one year, the goal is to have a solid, scalable structure in place. In five years, with the collaboration of our partners, we believe this program will be a leader in establishing digital experimentation as a must-have practice across industries.
Why are you excited to bring Roboboogie into that Preferred Partner network?
Roboboogie brings highly specialized knowledge across experimentation, personalization, UX and analytics, which of course is strongly aligned with AB Tasty’s mission and focus. Having Roboboogie join our growing ecosystem is really exciting for the shared expertise we can bring to our customer base. We trust their domain expertise and are confident they’ll help our customers not only improve their win rates, but more importantly adopt a test and learn mindset.
It’s also a plus knowing Roboboogie supports complementary technologies like FullStory (another partner of ours) as this helps to provide customers with a unified support experience.
If someone is interested in learning more about the partner program, what steps should they take?
For anyone interested in becoming an AB Tasty partner, or learning more about our program, registration is available via our website. Or, even better, they can email me directly at firstname.lastname@example.org. I’m always happy to provide more details with respect to onboarding, certification, go-to market, and answer any questions they may have.
Ok, now on to the most important question… if you could have any one super power, what would it be?
Teleportation! Having the ability to travel in the blink of an eye would certainly make my life easier—plus, it’s better for the environment ;). I also love to see new places and explore, so that’s a no-brainer for me.
Thanks, Carlos! Our partnership with AB Tasty adds a top-notch experimentation platform into our quiver of technologies we can use on our quest to optimize digital experiences for our clients. Stay tuned for more collaboration between our two organizations in the months to come!
Looking for some more interview action? Check out our conversation with Harrison White, Partner Manager at FullStory.