February 18, 2025

Using JTBD to Drive Cross-Portfolio Synergies

The Jobs-to-be-Done (JTBD) framework offers a customer-focused approach to uncover synergies and drive growth, maximizing value across ] portfolio companies

Quick Comparison: Cost-Based vs. JTBD Models

Aspect	Cost-Based Model	JTBD Model
Primary Focus	Reducing costs	Meeting customer needs
Value Creation	Short-term financial benefits	Long-term growth
Innovation Driver	Internal resources	Solving customer challenges
Success Metrics	Cost savings	Customer satisfaction, market growth

Finding Common Customer Jobs Across Companies

Customer Job Analysis and Need Assessment

Digging deeper into customer needs can uncover opportunities that benefit multiple areas of a business. Portfolio managers play a key role by centralizing how customer tasks are identified and analyzed:

Analysis Component	Purpose	Key Outcome
Job Mapping	Break down complex customer tasks	Pinpoint shared pain points
Need Statements	Document specific requirements	Build a standardized approach
Opportunity Scoring	Measure potential value	Prioritize initiatives across teams
Market Sizing	Evaluate shared opportunities	Understand synergy potential

This approach not only highlights common challenges but also builds a foundation for collaboration between companies. It’s a practical way to align strategies and develop shared solutions.

Example: Multi-Company Customer Need Alignment

thrv's JTBD platform uses job mapping to uncover overlapping customer needs across industries. For example, a healthcare tech company and a financial services provider might both aim to address "protecting sensitive information while maintaining operational efficiency." Recognizing this shared goal could lead to joint solutions that cater to multiple markets.

To make the most of these insights, portfolio managers should:

Focus on outcomes rather than specific tools or products.
Map the full range of tasks customers aim to complete across all companies in the portfolio.
Identify overlapping customer groups and their shared needs.
Consistently measure the importance and satisfaction of these tasks across different companies.

Implementing JTBD for Company Synergies

Private equity firms can use a structured JTBD approach to create value across their portfolio companies. Based on real-world applications, this step-by-step process has consistently delivered measurable outcomes:

Step	Action	Expected Outcome
Job Analysis	Map customer jobs shared across companies	Clear understanding of overlapping customer needs
Opportunity Scoring	Evaluate synergies by market size and impact	Prioritized list of high-potential initiatives
Validation	Use customer research to test assumptions	Verified synergy opportunities
Implementation	Build cross-company solutions	Unified product or service offerings
Performance Tracking	Monitor metrics and customer satisfaction	Insights into ROI and areas for improvement

Synergy Tracking Systems and Metrics

Once synergies are identified, tracking their performance ensures long-term success.

Key metrics to monitor include:

Customer satisfaction scores for shared jobs
Cross-sell rates between portfolio companies
Customer lifetime value across shared offerings
Adoption rates of joint products or services

Tools like thrv's JTBD platform centralize customer data and track progress on job completion, making it easier to identify and implement synergies effectively.

Building Customer Job Rankings for Portfolios

To create a unified ranking of customer jobs across portfolio companies, it's essential to follow a structured system. This system is built on three key components:

Component	Description	Purpose
Job Categories	Groups functional, emotional, and social needs	Ensures all customer needs are addressed
Priority Scoring	Ranks jobs based on market size and importance	Helps allocate resources effectively
Cross-Company Relevance	Evaluates how jobs apply across portfolio companies	Highlights opportunities for collaboration

Specialized JTBD platforms can help by aggregating job data from multiple companies, offering a unified view that makes identifying synergies easier. With this foundation, businesses can also use JTBD insights to refine acquisition strategies.

Synergy Requirements

The most successful JTBD synergy projects require three key factors:

Success Factor	Implementation	Impact
Comprehensive Job Analysis	Considers functional, emotional, and social needs	Improves adoption rates
Technical Feasibility Assessment	Tackles integration challenges early	Reduces implementation risks
Customer Validation	Incorporates ongoing testing and feedback	Ensures market alignment

These examples highlight the importance of addressing all aspects of customer needs for a well-rounded JTBD strategy.

Action Steps for PE Firms and CEOs

Conduct a portfolio-wide JTBD analysis to identify shared customer needs and synergy gaps.
Create cross-company teams to address overlapping customer jobs.
Use a standardized JTBD process to uncover and capitalize on synergy opportunities.
Continuously monitor progress and adjust strategies as needed.

Once these initiatives are defined, the focus shifts to selecting the right tools to put them into practice.

Getting Started with JTBD Tools

Selecting effective JTBD tools is essential for aligning strategies with customer needs. Platforms like thrv provide software and structured processes to help product, marketing, and sales teams work together while optimizing efforts across portfolio companies.

Key steps for success include: