#99 - The State of Platforms in 2024 with Kelly Sarabyn and Scott Brinker

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Kelly Sarabyn and Scott Brinker from HubSpot take us through their latest report on the State of Platforms in 2024.

HubSpot has always considered industry education as central to developing its business and brand, and - in combination with some of its partners - released this great report earlier this year.

The report profoundly covers how firms now adopt platform strategies to thrive in a digital economy ranging from app ecosystems to services marketplaces. Having spearheaded this, Kelly and Scott shared some insider information with us.

During the conversation, they highlight the evolution of platforms, from mere technical infrastructures to complex ecosystems, and then further delve into how understanding the intricacies of platform models is crucial for tech companies and all businesses looking to leverage the interconnected nature of modern markets.

Some of our ardent followers will know that this is the 2nd time we have Scott, Vice President of Platform Ecosystem, at HubSpot. Kelly, instead, works as a Platform Ecosystem Advocate, at the same company.

We are thrilled that they wanted to share the key learnings from co-authoring the “State of Platforms 2024” report - a tremendous piece of work that examines the evolving dynamics of the platform businesses, with a keen focus on the B2B SaaS industry.

In the conversation we explored the implications of evolving platforms for business strategy and operations, emphasizing the necessity for companies to continuously adapt and leverage these opportunities effectively, regardless of the role and business model. Our guests further touch upon how companies need to modulate around proliferation and nichification, integrations across sectors, and even look into these retributions' ethical and social aspects from a community-building perspective.

Key Highlights
👉 Deep Dive into B2B SaaS Platforms by analyzing the top 50 SaaS companies’ adoption of platform business models.
👉 Integration as a critical strategy for enhancing user experience and the platform's value proposition.
👉Industries that have fallen short in their platform game, and where their future is headed.
👉The challenges with outsourcing integration, and why the quality of integration makes or breaks your product’s market fit.
👉The platform industry as a continuously evolving ecosystem, and its implications on business.
👉How companies need to adapt their structure to support platform models.
👉Analysis of the broader implications of platform strategies on society and ethical considerations in platform management.
👉The potential of using ecosystems as a distribution strategy, and why even non-tech companies should consider integrating digital services into their offerings.

Topics /chapters
(00:00) The State of Platforms in 2024 - intro
(00:58) Introducing Kelly Sarabyn and Scott Brinker
(01:58) State of Platforms Report 2024
(10:09) Patterns of Platforms in 2024
(13:19) Outdated Metrics and Practices of Platforms
(16:10) Who should be thinking about Platforms today?
(20:24) Being a part of ecosystems as a distribution strategy
(23:57) Organization Structures Designed for Platforms
(27:31) Who should understand platforms in your organization?
(33:15) Proliferation and Nichification
(38:43) What is the key to unlock the future?
(45:17) Transformation in the Services Ecosystems
(51:29) Breadcrumbs and Suggestions

Remember that you can always find transcripts and key highlights of the episode on our website: https://www.boundaryless.io/podcast/kelly-scott

Episode recorded on August 7, 2023

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