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Tech America Boot Camp   Service Now   Dec. 3 2009
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Tech America Boot Camp Service Now Dec. 3 2009

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Matt French & Rhett Glauser, the marketing brains behind ITSM provider Service-now.com, share their best practices. Find out how Service-now.com builds a customer community, shares information with …

Matt French & Rhett Glauser, the marketing brains behind ITSM provider Service-now.com, share their best practices. Find out how Service-now.com builds a customer community, shares information with prospects and makes it easy for raving fan customer champions to spread the word.

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  • We were founded by Fred Luddy, whom was the CTO of Peregrine Systems for 13 years. Fred left Peregrine to build a company with unique technology and business model focused on customer success. We are the industries first IT management software as a service vendors and one of the few SaaS notable SaaS companies in the world. We compete with the largest software vendors (HP, BMC, CA). Because what we do is vastly different than our competitors, we are in a position where we are required to be aggressive.
  • We were founded by Fred Luddy, whom was the CTO of Peregrine Systems for 13 years. Fred left Peregrine to build a company with unique technology and business model focused on customer success. We are the industries first IT management software as a service vendors and one of the few SaaS notable SaaS companies in the world. We compete with the largest software vendors (HP, BMC, CA). Because what we do is vastly different than our competitors, we are in a position where we are required to be aggressive.
  • We were founded by Fred Luddy, whom was the CTO of Peregrine Systems for 13 years. Fred left Peregrine to build a company with unique technology and business model focused on customer success. We are the industries first IT management software as a service vendors and one of the few SaaS notable SaaS companies in the world. We compete with the largest software vendors (HP, BMC, CA). Because what we do is vastly different than our competitors, we are in a position where we are required to be aggressive.
  • We were founded by Fred Luddy, whom was the CTO of Peregrine Systems for 13 years. Fred left Peregrine to build a company with unique technology and business model focused on customer success. We are the industries first IT management software as a service vendors and one of the few SaaS notable SaaS companies in the world. We compete with the largest software vendors (HP, BMC, CA). Because what we do is vastly different than our competitors, we are in a position where we are required to be aggressive.
  • @themediaisdyingOld media is dying in large part because they can’t afford to release control of the message.The technology trade publications used to be phone book sized. Last week’s Computerworld was as thin as a pamphlet.We’ve seen what customer references like BCBS of Minnesota can help us do. But it is up to us to help them tell their story.Ohio Health and Progress Energy at Pink Elephant.Technology makes new relationships possible. This is social media.I was having a tweetversation with a guy about bad software vendor practices. Told him about how Fred and Service-now.com are out to atone for software sins of the past. Mike at Qualcomm jumped into the conversation and vouched for us. Or another time I asked for Service-now.com customers on Twitter to validate a point I was making and a few jumped right in and vouched for us.
  • Continued growth of lead generation, maintain >50% conversionBetter define process and procedures for lead follow-upImproved analytics regarding prospect activity
  • Second consecutive year of cash-flow positive operation$21M in recurring revenue389% YoY rev. growthStrong cash positionEquates to $100M traditional software supplierExpect profitability by end of FY09
  • Transcript

    • 1. David’s New Rock and SlingHow Service-now.com is beating Goliath
      Matt French and Rhett Glauser – Service-now.com marketing
    • 2. discussion points
      Who is Service-now.com?
      Two years ago
      Our Goliath
      Pick your rocks
      Exposure
      The battlefield is leveled
      Use that sling
      Rules of engagement
      Cascading results
    • 3. Service-now.com
      Fred set out to be different
      First customer signed in summer 2005
      335 customers (the biggest companies in the world)
      The Gmail of big business IT service desk software
      $36 million recurring revenue as of Nov. 2009
      130+ employees
    • 4. Service-now.com two years ago
      Great product, visible CEO, early customer wins
      Little to no exposure:
      collateral
      tradeshow footprint
      webinar activity
      PR
      social media
      Lead generation limited to cold calling and industry events
    • 5. our Goliath
      Starting from scratch
      Huge competitors
      Small team, small budget
      Four FTEs
      Marketing budget is about 7% of revenue
      No marketing Web dev expertise (looking for help)
      Capital preservation for profitability ($500 scrutinized)
    • 6. pick your rocks
      We KNOW our industry
      competition
      buyer
      players
      events
      Happy customers – business model keeps them happy
      We are a service provider
      Champions tell our story for us
    • 7. sources of exposure
      whitepapers
      analysts
      social media
      email
      press
      sales
      prospecting
      website
      webinars
      topical / demo
      list imports
      online
      demo
      community
      regional
      events
      industry
      events
      wiki
      exec
      briefings
      local user groups
    • 8. the battlefield is leveled
      • Mass media has changed
      • 9. Print newspapers
      • 10. Magazines or pamphlets?
      • 11. Marketing is questioned
      • 12. Who do you trust?
      • 13. LinkedIn is social media speak for Rolodex
      • 14. The power of a customer reference
      • 15. A plug at a trade show
      • 16. Information has been democratized and individualized
      • 17. One to many is now one to one
      • 18. This is Web 2.0
    • use that sling
      Vendor transparency
      Community, wiki, forum
      Encourage customers and partners
      Blog – become the source
      Microblog – keep the drumbeat constant
      Other social media
      Facebook
      Linkedin
      YouTube
      Slideshare
      Create content, link, tweet, comment, repeat
    • 19. rules of engagement
      • Policies regurgitate common social sensibilities
      • 20. Legitimacy + authenticity = relationships
      • 21. Identify yourself – stranger danger
      • 22. Be respectful
      • 23. Add value
      • 24. Stay relevant
      • 25. Listen to the market
      • 26. Permanency can be good and bad
    • cascading results
      Multi-channel marketing and exposure programs
      Triple-digit page view increase
      Triple-digit lead gen creation
      Triple-digit revenue growth
    • 27.
    • 28. Current FY goal = $50M+
      financial strength
      • $28M annual recurring revenue
      • 29. 105% growth over FY 2008
      • 30. $90M in contracts signed since July 2005
      • 31. Cash-flow positive for two years
      $28M
      $13.9M
      $8.8M
      $1.8M
      FY
      10
      08
      07
      06
      09
      solid product
      market
      customers
      entrance
      redefined
      leading
      ITSM
      orchestrate
      standard
      market
      ITSM provider
      ITSM