Shared metrics, faster CRM product decisions

Mikhail Dadov and product owner Mikhail Ostroverkhiy explain how M.Video–Eldorado connected business, product and engineering around customer needs and shared metrics. Personal Price addressed a practical customer problem: understanding the final price without manually combining discounts and bonuses.

The published case reports +10% mobile-app conversion, a subscription prototype in two months and half as many meetings. The recording adds the operating mechanisms: a metric tree, shared dashboards, cross-functional teams and an idea intake process linked to the backlog.

Role and contribution

Mikhail represents the business side: loyalty, communications, partnerships and customer analytics. The case is presented jointly with the product owner.

Decisions and operating model

• Decompose revenue into metrics that each team can influence.
• Prioritize ideas jointly against a shared metric tree.
• Test customer value early and use existing capabilities before committing to a large build.

Result in context

The +10% refers to the mobile-app conversion described in this case, not to company revenue. It is a separate report from the 1.5× app-conversion figure in the 2021 press release.

Explore the source

• 01:05 · Business and product responsibilities
• 13:13 · Metric tree and prioritization
• 17:39 · Business, product and engineering team
• 29:06 · Outcomes and operating lessons

Where this applies

For leadership teams that need CRM, product and engineering to make and execute the same commercial decisions.