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David’s New Rock and SlingHow Service-now.com is beating Goliath<br />Matt French and Rhett Glauser – Service-now.com mark...
discussion points<br />Who is Service-now.com?<br />Two years ago<br />Our Goliath<br />Pick your rocks<br />Exposure<br /...
Service-now.com<br />Fred set out to be different<br />First customer signed in summer 2005<br />335 customers (the bigges...
Service-now.com two years ago<br />Great product, visible CEO, early customer wins<br />Little to no exposure:<br />collat...
our Goliath<br />Starting from scratch<br />Huge competitors<br />Small team, small budget<br />Four FTEs<br />Marketing b...
pick your rocks<br />We KNOW our industry<br />competition<br />buyer<br />players<br />events<br />Happy customers – busi...
sources of exposure<br />whitepapers<br />analysts<br />social media<br />email<br />press<br />sales<br />prospecting<br ...
the battlefield is leveled<br /><ul><li>Mass media has changed
Print newspapers
Magazines or pamphlets?
Marketing is questioned
Who do you trust?
LinkedIn is social media speak for Rolodex
The power of a customer reference
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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 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 of "Tech America Boot Camp Service Now Dec. 3 2009"

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