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......

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