Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
Zero to 100 - Part 3: Founder-led Selling - Pete KazanjyDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major Zero to 100 is a learning program from David Skok. It is a detailed detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Slides to the growth hacking workshop I recently gave for AAU students in Prague. We covered the Lean Canvas, getting to product-market fit, Wow! moment, growth marketing, and the analytics you should be focused on.
Growth Tribe Academy - Europe's 1st Growth Hacking Academy Growth Tribe
This document summarizes a presentation on growth hacking. It discusses why growth hacking is important due to expensive traditional marketing channels and startups' focus on products over distribution. Growth hacking uses low-cost experiments and data-driven approaches. The presentation covers growth hacking skills and frameworks like the pirate funnel and BJ Fogg model. It emphasizes acquiring, activating, retaining and generating revenue from customers through techniques like onboarding, habit-forming hooks, and improving the user experience.
Zero to 100 - Part 7: The Role of the CEODavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
This document discusses building a Minimum Desirable Product (MDP) rather than a Minimum Viable Product (MVP). It recommends focusing on understanding user goals and creating a product that maximizes engagement and sustainable growth through a few key scenarios. An MDP can be built quickly in 4-6 weeks to test if people will use it daily and recommend it to others. The document cautions that desirability alone may not lead to viability, so MDP ideas still need to consider business feasibility. The goal of an MDP approach is to deliver compelling consumer value through the optimal minimal set of features.
Zero to 100 - Part 1: Intro + First SectionDavid Skok
David Skok and Stephanie Friedman host the Zero to 100 podcast focused on helping B2B startups find predictable, repeatable, and profitable growth. The podcast covers topics like building a repeatable sales process, funnel design, sales operations, and turning theory into practice. The event agenda includes sessions on founder-led selling, building a sales organization, forecasting, and the role of the CEO in scaling a business. Attendees can ask questions using the Sli.do question system.
Zero to 100 - Part 6: Experiences putting Theory into PracticeDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
The document discusses optimizing the sales funnel for SaaS startups. It emphasizes the importance of understanding the buyer's perspective and journey. The key points covered are:
1) The sales funnel should be designed around the buyer's process, not the vendor's solutions. It is important to understand buyer personas and map the funnel steps to their evaluation process.
2) Friction points in the funnel like long delays or steps requiring other people can drastically reduce conversion. These points should be identified and removed or simplified when possible.
3) The goal is to create a "wow moment" or motivation for the buyer to continue engaging as early as possible. This may require redesigning trial experiences to quickly
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Asia
The document provides an overview of growth hacking fundamentals. It begins by defining growth hacking as a process-driven approach focused on rapid experimentation to drive product growth, rather than just tactics or user acquisition. It discusses when growth hacking is most applicable and examples of common growth drivers like user acquisition, activation, referral, and retention. The document concludes by outlining the typical growth hacking process of identifying metrics to optimize, developing hypotheses, running experiments, analyzing results, and systematizing learnings.
Do you understand the experiences of your customers? How about your employees? In this workshop/presentation Shift breaks down Journey Mapping best practices and offers hands-on guidance to perfecting your Journey Mapping skills.
How to create and use buyer personas in order to effectively attract and convert ideal prospects into clients. Example buyer personas for marketing agencies. How marketing agencies can offer a service to clients to help them create buyer personas.
128 High Converting Growth Hacks - the most epic growth hacking listHelvijs Smoteks
Because of nothing much to do - we read 2 105 publications and articles. Result? The most comprehensive growth hacking list up to date.
All the growth hacks divided in easy to view AARRR sections - for pirates and growth hackers.
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
The document discusses the three phases of a SaaS startup's lifecycle: searching for product-market fit, scaling the business, and searching for a repeatable and profitable growth model. It emphasizes the importance of recognizing what phase a startup is in and taking the appropriate actions, such as not jumping ahead or expanding sales too quickly before completing the current phase. Cash conservation is also stressed until reaching the scaling phase. Aligning sales, marketing, and other functions is highlighted as important for predictable growth. The phases and lessons provided serve as a guide for SaaS founders to strategically navigate their company's development.
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
The Science behind Viral Marketing is a look at the key factors that drive growth in viral marketing. (Hint, the most important factor is not the one everyone expects.) It also looks at what is needed to get virality to work, and how to create and optimize viral marketing campaigns or viral products.
One part of the presntation shows the key formulae behind viral marketing.
Suitable for marketers or for product designers.
Growth Hackers have ushered in a new era
of data and product-driven growth.
Growth Hackers are a mix of product, data and marketing.
Growth Hacking is a skillset and a mindset.
Growth Hackers are in high demand by employers but in low supply.
Growth Hacking is a skill of the future.
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author's own methodology: Building a Sales & Marketing Machine.
In this presentation you will find information about importance of Key Performance Indicators (KPI's) for subscription-based (SaaS) Internet startups.
The full list of metrics mentioned in the presentation, exact formulas, and examles you can find at http://datmachine.co/saas_metrics.
If you have any questions, don't be shy to drop me a line on my email: efremov(at)datmachine.co.
The document discusses key drivers and metrics for SaaS businesses, including business objectives like profit, cash, and growth. It provides an example of modeling a single sales hire, looking at variables like compensation, quota, and ramp time. Key metrics discussed include customer acquisition cost (CAC), lifetime value (LTV), and churn rate. The document explores how hiring additional salespeople, collecting payments upfront, and reducing churn can impact growth, cash flow, and overall business performance for a SaaS company.
Introduction to Growth Hacking:
- Principles
- Examples (from US and from #FrenchTech)
- Theory
- AARRR / Metrics
- Tools
- Must read stuff
And plenty other things!
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
A major convergence is happening on the web that could disrupt the traditional rules of business and it's no surprise it's being driven by data. With cloud hosting available for pennies on the dollar, over 10,000+ APIs in 2015 available to the public and an estimated 60% of internet traffic compromised of bots, getting data is easier (and cheaper) than ever before. This environment is an ideal opportunity for savvy startups, agencies and businesses looking to take advantage of the wealth of data available. The barrier to entry has been removed and those who act quickly will capitalize, compete and even disrupt in ways we can only imagine. In this presentation, find out the best APIs, processes and technology that you can leverage to get an unfair advantage over your competition in 2015 and beyond.
Busting the Myth of Growth Hacking MagicSean Ellis
These are Sean Ellis's slides from Hubspot's 2014 Inbound Conference. The slides explain that growth hacking is not about silver bullets, but rather a rigorous process of generating ideas for experiments, prioritizing experiments, testing and analyzing them. The slides highlight key areas of exploration for generating your growth hacking ideas.
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares"...CXL
Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.
The document provides 29 tips for growth hacking and quick wins that companies should be testing, but often aren't. Some of the key tips include measuring customer happiness with Net Promoter Score, creating more targeted landing pages, using paid ads to test headlines and images, removing distracting links from landing pages, and testing different calls to action copy. It encourages testing unconventional approaches to improve conversions and growth.
Vincent provides growth marketing services and has experience growing websites and apps organically. He has expertise in content marketing, social media, and user acquisition channels. In the document, Vincent outlines growth hacking strategies for various digital marketing channels like Facebook, Instagram, Twitter, YouTube and others. He emphasizes the importance of defining the ideal user, testing content, and focusing acquisition efforts on the most effective channels.
Unlocking Growth: Building a sustainable growth engine with the new rules of...Sean Ellis
As Marc Andreessen says, startups fail for two primary reasons: either they try to grow when they're not ready to, or they're not aggressive enough when they're finally to grow. In this presentation Morgan Brown walks through the Startup Pyramid framework to show how startups can gain traction and drive sustainable growth.
When WhatsApp sold to Facebook for $19 Billion people were stunned. What makes this messaging app worth $19 billion? We dove deep into WhatsApp's growth engine to understand how its grown so fast and what makes it so valuable to Facebook.
GROWTH HACKING Neil Patel Join the KISSmetrics team! kissmetrics.com/careers
@neilpatel
“Growth is important, and most great companies take it seriously.” Adam Nash HTTP://KISS.LY/ANASHNOTES
WHO ARE YOUR Customers? HTTP://KISS.LY/SMBANALYSIS
HOW DO YOU REACH YOUR Customers? HTTP://KISS.LY/KISSBLUEGLASSLA2012
CHANNELS GET CROWDED Fast!
Google AdWords Cost per acquisition: $233$388 For a $99 product. Fail. HTTP://KISS.LY/DREWDROPBOX
Distribution Hacks
Five strategies for distribution: Integrations, Work Emails, Embeds, Powered By, Free Stuff
Integrations
Shopify has 30,000+ businesses
Salesforce has 100,000+ businesses
Box has 120,000+ businesses
37signals has 150,000+ businesses
Yammer has 200,000+ businesses
Constant Contact has 400,000+ businesses
Github has 1,900,000+ people
MailChimp has 2,000,000+ people
Google Apps has 4,000,000+ businesses
FreshBooks has 4,500,000+ people
Google Analytics has 30,000,000+ accounts
Evernote has 30,000,000+ people
Dropbox has 50,000,000+ people
How to optimize integrations. Integrations make your product better. Measure your conversions and revenue. Discover valuable integrations. Ask users about integrations. Make your partner pages awesome
Work Emails HTTP://PODIO.COM
Work Emails HTTP://YAMMER.COM
How to optimize “Work Emails” Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions
Embeds HTTP://KISS.LY/YTEMBED
Embeds HTTP://KISS.LY/SSEMBEDS
How to optimize embeds Why should people embed? Make it as easy as possible to embed. Track how well your embeds convert. Test relevant call to actions. Optimize for search but don’t obsess
Powered By
How to optimize “Powered By” What are you Powering? Test the copy of your call to action. Test and optimize your landing pages. Track views, clicks, conversions and LTV Measure individual effectiveness
Free Stuff HTTP://GRADER.COM
Free Stuff HTTP://NEWRELIC.COM/ASI
Free Stuff HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/
How to optimize free tools. Map to customer decision making. Think about what you can repurpose. Educate your prospects. Test your ideas minimally (ghetto). Measure and optimize revenue
FIGURE OUT WHAT’S BEST FOR Your Product
YOU HAVE No Excuses
We’re hiring. Join our team! kissmetrics.com/careers Neil Patel npatel@kissmetrics.com
Growth Hacking for Corporates (www.wepullthetrigger.com)Trigger
Growth hacking is not only a startup trend, but also for corporates. Dive in to some of the fundamentals that corporates need to adopt to maximise the benefits of growth hacking and discover four things only a growth hacker can do (things a traditional marketer never will have the skills or guts to do). Hiring a growth hacker is one of the first steps for unlocking your growth!
30 Marketing growth hack cards taken from the recent blog posts of the smartest cookies in the industry. Crazy, sneaky, happy and weird marketing hacks.
A detailed look at why SaaS business are so different from traditional software companies, and why traditional ways of looking at their finances fail to understand the business. Provides an alternative set of metrics that show the right way to look at a SaaS business.
For more on the SaaS business model and Metrics, see this blog post:
www.forentrepreneurs.com/saas-metrics-2/
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
This document provides an introduction to growth hacking, which is acquiring and retaining customers by discovering repeatable and scalable growth levers starting from the product and guided by data. It discusses the rise of the growth hacker role and analyzes growth hacking trends on Google. It explores how growth hacking differs from traditional marketing and focuses on product-channel fit over coverage and control. The document outlines the growth hacking process of guided experimentation and importance of actionable goals. It provides case studies on acquisition, activation, retention and revenue hacks from companies like Hotmail, Skype, Dropbox, Spotify, AirBnB, Foursquare, LinkedIn, Zappos, Groupon and Booking.com. It concludes with advice
The art and science of growth hacking at MassTLC Marketing Summit April 2014MassTLC
David Skok, Partner at Matrix Partners presented the Art and Science of Growth Hacking at MassTLC's annual sales and marketing summit "Building a Lean, Self-Perpetuating Marketing Machine." Follow David at www.forentrepreneurs.com
The document discusses optimizing sales and marketing funnels. It outlines a 9-step process for building a "sales and marketing machine" that is predictable, instrumented with metrics, cost-optimized, scalable and automated. The key steps include identifying all parties involved in purchasing decisions, understanding their buying process and concerns, designing actions to entice them through the process while addressing concerns, and aligning all funnel activities to directly lead to sales.
Small Business Marketing 101 in 2014 - Foundational ElementsJoseph DeMicco
This document provides an overview of a marketing webinar series focusing on effectively marketing a business. The webinar covers understanding the planning that goes into marketing, including developing buyer personas, understanding your unique value proposition compared to competitors, putting together a marketing plan with objectives and tactics, and using metrics to quantify risk and measure returns on marketing investments. The goal is to provide a high-level understanding of key marketing concepts and help businesses self-evaluate and plan next steps.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Behind every successful marketing and sales organization is a well-tuned revenue funnel.
A revenue funnel is designed to save businesses from random acts of marketing or fly by the seat of their pant sales. This workshop will help attendees define and create a revenue blueprint that drives prospects from the top of the funnel all the way to customers.
Even if you already have a defined revenue funnel, this session helped you further optimize the buyer’s journey through using data to create marketing and sales touches to drive success. Revenue funnels ensure that marketing and sales are talking to the right person, with the right message at the right time.
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzProduct School
This document is from the website www.productschool.com and discusses their course offerings. Productschool offers part-time courses in Product Management, Coding for Managers, Data Analytics for Managers, Digital Marketing for Managers, UX Design for Managers, Product Leadership, and Corporate Training. The courses aim to teach practical skills for product roles.
The document provides tips for generating leads from a website by focusing on user conversions. It discusses understanding website users and their needs at different stages. Key recommendations include identifying user demographics, showing value to the user to gain their trust, using clear and targeted calls to action, and measuring what conversion strategies work best through analytics to improve the user experience.
This document summarizes a webinar on lead nurturing beyond email. It discusses how lead nurturing is important for converting qualified leads into customers. While email nurturing is common, it only reaches a small percentage of prospects. Display advertising can help nurture prospects across the web and on social media to reach more prospects. When combined with marketing automation, display advertising allows nurturing of anonymous website visitors and known contacts. Case studies show integrating display and email nurturing can significantly increase lead generation.
How to Use Social Currency to Identify Your Brand InfluencersVivastream
The document discusses how to identify and engage brand influencers using social currency. It outlines stages of social media engagement from experimental to directly impacting results. Customers now spend significant time online and expect fast responses. The key is to foster customer-focused cultures and provide relevant, coordinated experiences through social media that customers want to share virally. Successful examples like CEMEX, Sanuk, and Verizon engage advocates by going where customers are and innovating with their input.
A quick reference guide to help sales execs review their lead generation, qualification and opportunity sales cycle mapping to improve current business processes.
Introduction and workshop to develop student team concepts into business model hypotheses. Focused on value proposition design, customer segments, and the rest of the Business Model Canvas.
Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marketing. And in today’s market, it can be overwhelming for small businesses to develop and execute an effective marketing campaign, especially with limited resources. Join us to hear about the pros and cons of different marketing methods, how each can be leveraged successfully, and which marketing efforts might work best for your business. In this presentation from Tom Perry of Sherpa Marketing, gain marketing objectives specific to the channel and share insights on how to build an effective marketing plan to meet your company goals. Access the full EMEA Conference information from CompTIA at http://www.comptia.org/emea/agenda or access CompTIA's suite of education and research at www.comptia.org.
The document outlines OrangeSoda's SEM sales process which involves profiling prospects to understand their needs, presenting SEM solutions and their value, and closing the sale. It provides details on each step, including asking questions to understand goals, current marketing efforts and challenges. It emphasizes developing trust through active listening. Templates are given for highlighting benefits of paid search and organic search solutions. Tools for analyzing websites and keyword search volumes are also listed to aid the value presentation.
Jeff Goldenberg is co-author of The Growth Hacker's Guide to the Galaxy. In this presentation, he condenses the entire Product-Market Fit section of the book into a hyper-actionable launch plan that costs maximum $4,000
Secrets of a Marketing Automation Ninja ReachForce
Learn about techniques for optimizing your use of marketing automation and some advanced ninja moves in Marketo that can increase response 10X over typical program set up. Presented by Mary Firme of ReachForce and Steve Susina, Marketing Director, Lyons Consulting Group.
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015Jesse Rothstein
Salesforce for Nonprofits provides discounted and donated Salesforce licenses and resources to help nonprofits and higher education institutions leverage technology to further their missions through products like CRM, marketing automation, and program management tools. The Salesforce 1-1-1 model aims to provide 1% of Salesforce's equity, product, and employee time to nonprofit and higher education customers and partners. An integrated platform like Salesforce can help nonprofits improve efficiencies, increase engagement and fundraising, and better manage constituent relationships.
Demand Generation - Best Practices & Lessons Learnedmparin
The document discusses demand generation and how to implement it within an organization. It emphasizes understanding the customer buying cycle and mapping marketing and sales activities to different stages of the cycle. It also discusses lead generation, scoring leads based on profile and engagement level to prioritize nurturing, and implementing a strategic nurturing program with personalized, relevant content to build trust and educate prospects over time.
Outbound Marketing Tactics for an effective Sales PipelineSalesPanda
This document discusses building an effective sales pipeline through 3 routes, with a focus on Part 1 which is outbound marketing tactics. It outlines 5 steps to improve outbound effectiveness: 1) understand target verticals and solutions, 2) select the right database, 3) have a content plan, 4) take an integrated approach, and 5) measure and improve. The document also describes how SalesPanda can help by exchanging leads between sellers and providing databases and mentoring to partners.
NetCentered Marketing: Leveraging Your Website for ResultsCirrus ABS
Element Three and Cirrus ABS join forces to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
How to Survive and Thrive in the post-Covid EraDavid Skok
This presentation starts by looking at the huge global forces that are currently reshaping the world, triggered by Covid. It then drops down layer by layer, to finally show how you need to react as a SaaS business to set up for success in a changed world.
These are the slides that I used in my presentation at SaaStock Remote 2020 on June 10th.
9 Steps to Repeatable, Scalable, & Profitable GrowthDavid Skok
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
Zero to 100 - Part 5: SaaS Business Model & MetricsDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Zero to 100 - Part 4: Building a Sales Team - Stephanie SchatzDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
WebSummit 2018 - The SaaS Business Model & MetricsDavid Skok
SaaS businesses are extremely sensitive to a small number of important variables. If you are running a SaaS company, understanding how these variables drive your business model is crucial to long-term success. In this talk, David Skok, author of the now famous SaaS Metrics 2.0 blog post will talk through those key metrics and their impact on the overall SaaS business model.
WebSummit 2018 - 9 Secrets for Startup SuccessDavid Skok
Lean Startup taught the world how to find product/market fit, but in the B2B world that isn’t enough. B2B founders must then find a way to build repeatable, scalable and profitable growth before they are ready to step on the accelerator and grow at high speed. In this talk, five-time serial entrepreneur and author of the ForEntrepreneurs blog, David Skok, breaks this journey down into 9 distinct stages and explains the playbook at each stage. Warning: trying to force growth by skipping a step is the number one mistake entrepreneurs make, and it is often fatal.
A high growth SaaS playbook. 12 metrics to drive success. 2 goals, present a simple model to understand SaaS business and show what levers a CEO can pull to get the most impact
This presentation is from my talk at the 2017 SaaStr Annual Conference in San Francisco. It offers an overview of a simple model to understand a SaaS business and the key levers a CEO can pull to get the most impact. The presentation covers:
Optimizing the SaaS Funnel:
- Get inside your customer’s head
- Break down the funnel into microsteps
- Identify bottlenecks
- Use funnel math to make improvements
12 key levers within the funnel:
1) Product/Market fit
2) Top of the funnel flow
3) Conversion rate
4) CAC (customer acquisition cost)
5) Number of sales people
6) PPR (productivity per rep)
7) Getting enough leads
8) Pricing
9) Customer retention rate
10) Dollar retention rate
11) Months to recover CAC
12) Recruiting, onboarding & management
SaaS/subscription businesses are much more complex than traditional businesses, and SaaS performance cannot be measured in the same way as traditional businesses are measured. Based on a talk given at the SaaStr Annual Conference in San Francisco, this slide deck offers a comprehensive and detailed look at the key metrics that are needed to understand and optimize a SaaS business, and how these can be used to drive SaaS success. This presentation includes information on:
- An intro to SaaS metrics
- Unit economics
- LTV and churn: An in-depth look
- Variable pricing axes
- Months to recover CAC
- The primary unit of growth: Sales
- Understanding public SaaS companies
Outbound prospecting for highly targeted lead flowDavid Skok
This presentation described how and when outbound prospecting (Cold Calling 2.0) can work to provide a predictable flow of leads from highly targeted prospects.
The Application Development Landscape - 2011David Skok
Presentation on the Application Development Landscape given as a keynote to the MassTLC CTO, developer and architect audience on December 15th in Cambridge, MA. Covers the key challenges and architectural decisions faced by developers. Topics include: Mobile, Cloud, SaaS, PaaS, Big Data, Analytics, etc.
This document discusses key metrics and economics for a SaaS business model. It provides details on sales compensation, bookings targets, churn rates, margins. It examines how revenue is generated from a single salesperson over time. Graphics show how monthly recurring revenue grows as new salespeople are hired each month. Lowering churn rates can significantly impact long-term profits. Collecting payment upfront eliminates cash flow troughs. Sales complexity impacts customer acquisition costs, requiring higher prices and more approval steps. Regular product improvements provide feedback on customer happiness.
5. TODAY’S WORLD
• Freely available information
• Free Trials
• On-line reviews
• Social Media commentary
THE CUSTOMER IS DOING THEIR RESEARCH
BEFORE THEY COME AND TALK TO YOU
16. IN A PERFECT WORLD…
MyProduct.com
HOW IT WORKS
DESCRIPTION
Our product
allows you …
BUY NOW!
Only $9,999.99
17. BUYER
THE
QUESTIONS & CONCERNS
• Will this solve my specific problem?
• Is this the best product in the market?
• Can I trust this vendor?
• How hard is this to implement & use?
• Is it a safe choice? (Who else is using it?)
• Will I get a return on my investment?
• Is it scalable, secure?
• Etc.
23. TRIGGERS
• Moving house
• Movers, phones, cable TV, furniture, insurance, etc.
• Starting a new software project
• PaaS (Platform as a Service), Dev Tools, etc.
• Need to hire a lot of new employees
• Applicant Tracking System
• Just lost my data in hard drive crash
• Backup software/service
• Read about a new scary computer virus
• Anti-virus software
24. Suspects
ToFu
Top of the
Funnel
MoFu
Middle of
the Funnel
Closed
Deals
Sales
Bottom of
the Funnel
Loyal
Customers
who are
Advocates
Customer
Sucess
Retention
Funnel
Retain
Expand
Upsell / Cross sell
Nurture
&
Qualify
Inbound &
Outbound
Marketing
Typical B2B Funnel
AWARENESS CONSIDERATION PURCHASE
25. Suspects
ToFu
Top of the
Funnel
Raw Lead
Inbound &
Outbound
Marketing
ToFu – Top of the Funnel
AWARENESS
Email address
or other
contact info
26. Suspects
ToFu
Top of the
Funnel
Inbound &
Outbound
Marketing
ToFu – Top of the Funnel
AWARENESS
Latent Need?
• Buyer not aware they have a need
• Or not aware there is a solution
Apparent Need?
• Buyer is aware they have a need,
and they are looking for a solution
27. Suspects
ToFu
Top of the
Funnel
Inbound &
Outbound
Marketing
ToFu – Top of the Funnel
AWARENESS
Latent Need
• Market needs Education
Apparent Need
• Understand how they are looking
• Ensure you get found during their
research
28. Suspects
ToFu
Top of the
Funnel
Inbound &
Outbound
Marketing
ToFu – Top of the Funnel
AWARENESS
Inbound Marketing
• Content Marketing
• Blogging, YouTube, etc.
• Social Media for distribution
Outbound Marketing
• Cold calling – (Sales Development Reps)
• Outbound email
• Working with Partners
35. EXAMPLES OF USAGE:
• IN APP MESSAGING
– “We noticed that you haven’t tried X feature. It has the following benefits.
Here is a link to a Video showing you how to use it.”
• EMAIL
– Send to all RAW LEADS that are in the FINANCE vertical, we have a Webinar
showing how Customer X uses our product to do fraud detection.
• SALESFORCE.COM QUEUES
– Add all Trial Users whose Engagement Score is below 50 to the Customer
Success Teams call queue
44. Raw Lead
Marketing
Qualified Lead
Sales Accepted
Lead
Opportunity
Closed Deal
REVERSE FUNNEL MATH
20%
80%
25%
20%
CONVERSION
RATES
Closed Deal1
Opportunity5
Sales Accepted
Lead
20
Marketing
Qualified Lead
25
Raw Lead125
45. SALES CAPACITY – A KEY PROBLEM
• An extremely common
scenario:
– Portfolio companies
miss their bookings by
not having enough
sales capacity
0
1
2
3
4
5
6
7
8
9
10
Quarter 1 Quarter 2 Quarter 3 Quarter 4
Bookings
Actual vs Budget
Actual Budget
Shortfall
46. SOLUTION
• Track Sales Capacity as a key metric
• Hire ahead of the budget and sales plan
• Build a recruiting machine
• Build a superb On-Boarding training program
47. REFINING THE SOLUTION
• Become experts at Sales Coaching
– Measure each step of the sale process
• Outbound calling
• Leaving messages
• Doing Demos
• Closing
– Take the best at each stage and use to coach the
worst
• Quickly remove the consistent non-performers
48. BUT EVEN IF YOU ARE MICROSOFT,
CISCO, ORACLE, OR GOOGLE
YOUR FUNNEL WILL HAVE
BLOCKAGE
POINTS
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
49. IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS,
I HAVE FOUND THAT THERE IS A
CLEAR
PATTERN…
50. NOT MOTIVATED TO DO
THAT THEY ARE
CUSTOMERS WILL DO
SOMETHING
YOU ARE HOPING YOUR
51. IN OTHER WORDS…
YOU DESIGNED YOUR FUNNEL
THE WAY YOU HOPED IT WOULD
WORK…
BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUT
THE CUSTOMER’S POINT OF
VIEW
52. JBOSS EXAMPLE
CUT THE DOWNLOAD RATE
BY MORE THAN 10X
PUT A REGISTRATION FORM
ON THEIR WEB SITE BEFORE
A FREE DOWNLOAD
IMPACT
55. JBOSS EXAMPLE
• Making $27,000 a month selling documentation
• Solution:
• Give away documentation to
get their email address
56. EXAMPLE: DRIVING TRAFFIC TO YOUR WEB
SITE
GETTING FOUND
Not going to find your site
unless:
- On top page of Google
search results
- Recommended by a trusted
source
- Referred to in social media or
blogosphere
friction &
concerns
59. LESSONS FROM WEBSITE
GRADER
• Free tools drive viral spread
• Low customer work required
• High value delivered
• Score leverages competitive urge, and acts as a trigger
• Builds trust through clear
demonstration of expertise
62. USING DATA TO DRIVE WEB
TRAFFIC
SYSOMOS: SOCIAL MEDIA MONITORING
LEVERAGED THEIR DATABASE TO
CREATE BLOG POSTS WITH DATA ON
TOPICS OF CURRENT INTEREST:
• IRAN ELECTION RIOTS
• TWITTER’S GROWTH
• FACEBOOK USAGE
64. LED TO:
SYSOMOS ARTICLES IN
ECONOMIST, NY TIMES
WEB TRAFFIC TO READ THE FULL REPORT
LEADS – IMPRESSED BY THE CAPABILITIES
OF THE SOFTWARE
66. WHAT IS YOUR TIME TO WOW! ?
Thanks to Gail Goodman of Constant Contact
WOW!
67. TIME TO WOW!
• How many steps?
• How much time does it take?
• How much FRICTION is involved
68. REMOVE STEPS
& REMOVE FRICTION
e.g. Provide Sample Data instead of requiring them to load their own
69. WOW!
ANALYZE TRIAL STEPS AS THOUGH
THEY WERE FUNNEL STEPS
Create a
full profile
Import
Contacts
Do a
search for
Prospects
See search
results
Imagine a Sales Rep signing up for the old LinkedIn
70. WOW!
LOOK FOR BLOCKAGE POINTS
Create a
full profile
Import
Contacts
Do custom
search for
Prospects
See search
results
Imagine a Sales Rep signing up for the old LinkedIn
HIGH FALL OFF RATES HERE
71. For an Outlook/Exchange User
WOW!Create a
full profile
Import
Contacts
Do custom
search for
Prospects
See search
results
Download
an App
Install
the App
Run
the App
72. APPLY BLOCKAGE POINT THINKING
WOW!
FRICTION
MOTIVATION
CONCERNS
Replace the downloaded App with request for email
credentials and get contacts from Exchange.
Create a
full profile
Import
Contacts
Do a
search for
Prospects
See search
results
73. • Concern:
– I have tons of very private and confidential
emails. I don’t want anyone to read those.
You want me to give you
the password
to login to my email?!!!
74. APPLY BLOCKAGE POINT THINKING
WOW!
FRICTION
MOTIVATION
CONCERNS
Replace the downloaded App by
connecting to Contacts on iOS/Android
Create a
full profile
Import
Contacts
Do a
search for
Prospects
See search
results
75. RE-THINK THE PROCESS
Source: Josh Porter – Designing for Social Traction
CONVENTIONAL
APPROACH
SIGN UP
FOR TRIAL
CONVERT
TO
CUSTOMER
WOW!
WOW! FIRST,
REGISTER LATER WOW! SIGN UP
CONVERT
TO
CUSTOMER
76. MAY VARY FOR
DIFFERENT
CUSTOMER TYPES
E.g. LinkedIn
• Different personae:
– Recruiter
– Sales person
– Individual looking to find a job
MAKE SURE THERE IS A CLEAR PATH FOR EACH ONE
WOW!
78. ADD VIRALITY
Customer
first sees
your app
Tries it
Creates/sees
information
that they
want to share
Creates an
invitation,
looks up
addresses,
and sends
Friend
receives
information +
invite to join
Friend
decides to
take a look
79. MEASURE FLOW & CONVERSION
Customer
first sees
your app
Tries it
Creates/sees
information
that they
want to share
Creates an
invitation,
looks up
addresses,
and sends
Friend
receives
information +
invite to join
Friend
decides to
take a look
CONVERSION
%
80. APPLY BLOCKAGE POINT ANALYSIS
Customer
first sees
your app
Tries it
Creates/sees
information
that they
want to share
Creates an
invitation,
looks up
addresses,
and sends
Friend
receives
information +
invite to join
Friend
decides to
take a look
81. FOR MORE ON VIRALITY
The Science behind Viral Marketing
http://www.forentrepreneurs.com/the-science-behind-viral-marketing/
82. WHY CHURN IS SO IMPORTANT
SaaS & RECURRING REVENUE
83. Revenue Lost with 2.5% monthly Churn
Renewals
Lost due
to Churn
YEAR 3
$3m $7m
Becomes harder &
harder to replace
this with new
bookings
Renewals
Lost due
to Churn
YEAR 6
$30m $70m
85. PROACTIVE STEPS TO REDUCE CHURN
• Identify high risk customers (CHI score)
– Messaging (In-App, email) to try to correct
– Calls from Customer Success team
86. PRODUCT STICKINESS
CONTRASTING EXAMPLES
• SEO
– High value in first 90 days
– But not sticky
• Marketing Automation
– Valuable Data that grows over time
– Part of important daily workflows
89. REQUIRES PRICING THOUGHT
At least one axis where pricing increases:
Enterprise
Edition
Pro
Edition
Basic
Users
Features
Depth of
Usage
Examples:
- Mailing list size
- Database size
- Amount of storage used
93. • Ensure the product delivers this value
• Ideally in a measurable way
• Focus Customer Success team on getting this result
• Measure the increase/change from a baseline
• Provide feedback on ROI by quarterly email
WHAT IS YOUR BUSINESS VALUE?
95. BUYER PERSONA
What characteristic most clearly identifies this Persona?
• Job role?
• Looking for a particular type of product?
When purchasing this kind of product:
• What pain are they trying to solve?
• What are their desired Business Outcomes?
• What are their key Decision Criteria?
• Is this buyer persona going to be receptive to our product?
• If not, what would they be receptive to?
• Feature changes
• Competitive products
• What are their Perceived Barriers to making a purchase?
96. BUYER PERSONA
• Role / job description?
• What is the primary goal of this person’s job?
• What is the greatest pain in this person’s work life?
• What is their role in the decision making process?
• Who do they report to?
• How does their boss measure their success?
• Who are their key influencers?
• What publications do they read, & what events do they attend?
• What messaging will appeal to them?
Secondary Questions – useful for Messaging & Content Marketing