Growth Gears How Operations-Focused Companies Become Market Leaders

Transcription

1 Growth Gears How Operations-Focused Companies Become Market Leaders 1. Use Question Box and ask away 2. Recording and slides will be available (instructions at end of session) 5/22/14 1

2 Growth Gears How Operations-Focused Companies Become Market Leaders Gear 3 Execu&ng with Precision: Marke&ng to Maximize Your Results Art@ChiefOutsiders.com Art Saxby & Pete Hayes CEO & CMO Pete@ChiefOutsiders.com 5/22/14 2

3 Growth Gears Webinar Objectives Series* Operationalize the development and execution of your strategic marketing plan Today Learn new precision-driving techniques to maximize go-to-market impact * 5/22/14 3

4 Quick Review Part 1&2 Available for Replay at: 5/22/14 4

5 CEO Research Study 2012 The University of Texas, McCombs School of Business and Chief Outsiders Mid-size Companies 55% are Operationally Focused (Cost- Conscious) 45% are Market Focused (Growth- Oriented) Opera&onally Focused Market Focused 200 CEOs 27 Industries 5

6 UT/Chief Outsiders Research Operational vs. Market Oriented CEO Mgmt Team Current Results Current Growth Future Future Growth Operational Operational Background All Internally or Now Focused Very Satisfied At Industry Rate Not Satisfied Acquisition Market Marketing or IT Background Includes External Future Focus Satisfied/not Satisfied Faster than Industry Rate Very Satisfied New Product or Market Expansion 6

7 How Is Growing Different Than Managing? Managing a company Optimizing inside the 4 walls Growing a company Aligning to outside and working inside 5/22/14 7

8 Like Adding Gears Having an Operational, Cost-Conscious focus and working it harder and harder is like peddling a bike faster and faster Using culture and operational skills of Cost-Conscious company plus a logical Market Focused approach is like adding gears to the bike, The Growth Gears 8

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10 Live Poll Have You Attended or Reviewed Prior Growth Gear Webinars? 5/22/14 10

11 Precision Precision Alignment Methods Measurement Shows up in efficient and accountable execu&on 5/22/14 11

12 Precision Alignment Role and Objectives of Activities 5/22/14 12

13 Marketing Activities Need Stated Objectives Each marketing activity is intended to drive toward a specific result. Look for ways to measure results at multiple levels. Awareness Consideration Decision Support Refer Upgrade 13

14 Plot Marketing Activities The span of each bubble reflects is role relative to your sales and customer relationship funnel. The size of the bubble represents the investment you make. Awareness Consideration Decision Support Refer Upgrade Search Engine Optimization Collateral Web Refresh Social Marketing/BLOGS Online & Print Advertising Giveaways Press/Analyst relations New Booth? Major Events Case Studies/ Testimonials Video Demos (Web & Syndication) Reseller Relationships Cooperative Partner Mktg Product Satisfaction Survey Product 3.0 Launch Reseller Event? 14

15 Precision Methods Much More Than Media 5/22/14 15

16 Our Top 3 Online Methods 5/22/14 16

17 Social? Sure But Social Portals Provide Incredible Targe&ng Opportuni&es Powerful Targeting Company size, industry, geography Decision-maker title, seniority, role Groups, associations (even private ones!) Two Simple Do-It-Yourself Flavors LinkedIn Ads LinkedIn Sponsored Updates 5/22/14 17

18 Ads vs. Updates 5/22/14 18

19 Ads vs. Updates 5/22/14 19

20 Google Search (and Bing/Yahoo!) Be TOP- OF- FIND both in SEO and Paid Search Prospects Looking for What You Do Art and science of keywords/phrases Growing in cost as everyone jumps in 5/22/14 20

21 Remarket to Website Visitors Stay in Front of Prospects Display Ads Follow Prospects Visitors to your site have been tagged Full brand impressions delivered across web Fine-tuning for Effectiveness Vary frequency, duration Adjust message based on visit behavior 5/22/14 21

22 Precision Measurement Much More Than Media 5/22/14 22

23 CMO = Chief Metrics Officer 5/22/14 23

24 What s Your Funnel? New Opportuni&es New Customers 24

25 What s Your Funnel? New Opportuni&es Nurturing Opportuni&es New Customers 25

26 What s Your Funnel? $30 $ $1,100 $2,300 $3,200 $5,000 Stage Usefulness SoQ Leads (e.g., ebook download) Nurturing Hard Leads (e.g., Contact Me) MarkeXng Qualified Suspects (e.g., Size, Fit) Sales Qualified Prospects (e.g., Timing, Budget) AcXve in Pipeline Proposal (e.g., 30 days to close) Forecast Closed (e.g., Deal Signed) Revenue 26

27 Contemplate Your Social Funnel Stage Usefulness Brand Advocate (e.g., Posts support) Promoter/Influencer Follower (e.g., Liked, shares) RelaXonship (e.g., connected) Interested Person IdenXfied Person Contact (e.g., touchable, group) Person of Interest 27

28 Where Does Technology Fit In? 5/22/14 28

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30 Marketing Automation Landscape Do you need a marketing automation solution? Web Analytics Automation Rules Landing Pages Forms Marketing Paid Search Site Search Anonymous Visitor Tracking hep://www2.pardot.com/buyers- guide 5/22/14 30

31 Live Poll Where is your business relative to implementing marketing automation capabilities? 5/22/14 31

32 Inbound Marketing Landscape Does inbound marketing matter to you? B2B vs. B2C Value your website contributes to sales Importance of being found by search engines Degree to which your sales are considered purchases Competitors activity online Full infographic here: hep://mashable.com/2011/10/30/inbound- outbound- markexng/ 5/22/14 32

33 Hubspot Analytics Sources Visits Conversions Customers Integrated with our CRM 5/22/14 33

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35 Gears Working Together Drive Growth Purpose Strategy Offerings Positioning Perspective Customers Competitors Company Precision Alignment Methods Measurement 5/22/14 35

36 LIVE Poll Where is the biggest opportunity for growth in my organization to improve? Perspective Understanding the market from the perspective of the market Purpose Aligning what you do to the market needs and communicating your purpose to the organization Precision Strategically targeted measureable marketing activities Perspective Customers Competitors Company Purpose Strategy Offerings Positioning Precision Alignment Methods Measurement 5/22/14 36

37 Summary Running a business and growing a business are two different things Leverage your operational and execution skills to turn develop market-facing disciplines 1. Start with Market-based perspective 2. Position for current relevance 3. Execute with precision The combination of being operations-oriented and market-driven is the key to growth Perspective Customers Competitors Company Purpose Strategy Offerings Positioning Precision Alignment Methods Measurement 5/22/14 37

38 Chief Outsiders? Helping Operations-Focused Companies Become Market Leaders with a firm of 30+ CMOs, working with mid-sized businesses from coast to coast 5/22/14 38

39 Chief Outsiders Part-time member of CEO s staff 5/22/14 39

40 Growth Gears This concludes our 3-part series Thank You! 1. Replay will be provided to all of today s registrants 2. Visit for resources, including CEO Study and Growth Gears, and more 5/22/14 40