Introduction: This case study delves into the successful transformation of "Events," an internal product designed for Nations Lending Corp's Loan Officers (LOs). The product aimed to facilitate the hosting and promotion of both online and offline events for B2B and direct consumers. The journey involved overcoming challenges related to enhancing the RSVP page, coordinating across departments, and implementing backend automation to eliminate human errors. The strategic implementation of TOPS (Thorough, Organized, Purposeful, Specific) and SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals played a pivotal role in driving success.

Challenges:

1. RSVP Page Enhancement: The RSVP page required improvements to boost user engagement and conversion rates.

2. Cross-Department Coordination: Effective coordination between multiple departments was essential to ensure seamless event planning and execution.

3. Eliminating Human Errors: Automation was needed to reduce errors in event management processes.

4. Interdepartmental Collaboration: Coordinating between vendor management, compliance, design, and events teams presented a unique challenge.

Solution: By implementing TOPS and SMART goals, we addressed these challenges effectively:

1. Thorough Planning (TOPS): We conducted a comprehensive analysis of user feedback and identified areas for improvement in the RSVP page. The goal was to enhance user experience and increase conversion rates.

2. Organized Approach (TOPS): We established cross-functional teams involving departments responsible for marketing, sales, vendor management, compliance, design, and event management. This streamlined coordination and ensured that everyone was aligned with event goals.

3. Purposeful Objectives (TOPS): Our goals were purpose-driven, aiming to improve user engagement, streamline event preparation, and enhance user satisfaction.

4. Specific and Measurable Goals (SMART): We set specific goals, such as increasing RSVP conversion rates by 20% and reducing event preparation time by 30%. These goals were measurable to track progress.

5. Achievable Goals (SMART): All goals were realistic and attainable within the given timeframe and resource constraints.

6. Relevant Objectives (SMART): Our objectives directly aligned with the product's success and the company's strategy.

7. Time-bound Milestones (SMART): We established clear timelines for each goal, breaking them down into monthly and quarterly milestones.

Results: The implementation of TOPS and SMART goals yielded impressive results:

• RSVP conversion rates increased by 25%, significantly boosting user engagement.

• Event preparation time was reduced by 35%, allowing LOs to focus more on their core tasks.

• The program expanded its presence to 7 new states, increasing its reach and impact.

Additional Achievements:

• Implemented Salesforce for cross-department communication, improving collaboration and information sharing.

• Transitioned from Partner Plus CRM to Eventbrite, resulting in improved email delivery/open rates and click-through rates.

• Created automation linking Eventbrite and GHL for SMS reminders and notifications, reducing time and human errors in event management.

• Successfully coordinated between vendor management, compliance, design, and events teams, ensuring seamless collaboration.

Key Takeaways: This case study showcases how the strategic implementation of TOPS and SMART goals, in addition to other initiatives, played a pivotal role in overcoming challenges, improving internal processes, and achieving remarkable results.

Conclusion: The strategic implementation of TOPS and SMART goals not only enhanced the "Events" product but also improved internal processes, increased program participation, expanded its reach across states, streamlined communication and automation, and successfully coordinated between multiple departments. This case study exemplifies the power of goal-setting and strategic initiatives as key drivers of success in product management.