Whether this is a new client or company that you have been working with for some time, scheduling a time to conduct a thorough interview of the important stakeholders will allow you to better understand the mission and the vision of the company. While this step may seem trivial, it is a crucial starting point especially when a company has multiple stakeholders who may have different visions of the future. By understanding the desired future of the business, we will be able to better evaluate their progress to date.
Understanding the desired outcome also prepares us for our next task, uncovering the pain points impacting the company. At surface level, most pain points will be simplified down to two categories; time and money. During the interview process it is important to help the stakeholder dive below the surface to truly uncover the cause of the pain while allowing them to discover potential solutions at the same time.
Even with the small amount of information we gathered from the interview process, it would be easy for us to offer suggestions on how to evaluate the performance of the business without ever looking at the company financials or spending time to understand their sales cycle.