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End Game

End Game
• Sales Funnel First
• Then Marketing to fill / support that
funnel.

• :Paradox: Sales Funnel version ...
End Game

How?

Based On
“Direct Experience”

• Based on the results of
“Real Experiments” …
not “Gedanken Experiments”
no...
End Game

Key Deliverables
•
•
•
•

Sales Roadmap
Sales Pipeline / Funnel
Revenue Model / Forecast
Whole Product Schedule
...
Review

Quick Reminder
Review
-Sell:

Sales Roadmap

5
Review
-Sell:

Roadmap becomes
The Sales Pipeline

6
Review
Review

GKG-Physical
Review

GKGWeb/Mobile
Review
Review
-Sell:

•Intended

Cust
omer
audience:
-Value / ROI

• ATMF
interface

Plan of Record

-Why Us?
-.ppt
- “early”

-S...
Review
-Sell:

•Intended
audience:

Intern

Plan of Record

al

-Exec

-Influencers

- :think: What More
Collateral/Stuff ...
Laser Focus
On Your Customer
& Their Eco-System
Review

Your Model of Reality
Business Model Canvas ++

• Value Proposition
• Channels
• Customer
Relationships
• Get Keep...
Review

Quick Reminder
• “Sales Engine” requires loads of detail you
are learning about in Customer Discovery.
Review
Review
OK… But

Q. Do We …
• Ever do “normal” Marketing?

• A. “Almost” … “Kinda”
Custom Creation
Custom Creation

Customer Creation
Customer
Discovery

Customer
Validation

Customer
Creation

Scale
Company

• Help prosp...
Custom Creation

Rules: Customer Creation
• Rule 1:
No spending until customer validation
• Rule 2:
Match the creation str...
Custom Creation

Step by Step (All)
Customer
Discovery

Customer
Validation

Customer
Creation

Year One
Objectives

•Type...
Custom Creation

Launch Type
Year 1
Objectives

Launch

Type

Existing Market

Market Share

Credibility
Existing basis
of...
Custom Creation

Three Types of Markets
Existing Market

Resegmented Market

New Market

Customers

Existing

Existing

Ne...
Custom Creation

Customer Creation: Exit Criteria
•
•
•
•

Which startup strategy are you executing?
Positioning tested & ...
End Game

Yin / Yang
Status: Who’s on Top?

• Time

High / Low

• T=0

Eng / Marketing /Sales / Biz

• T=5+ Biz / Sales / ...
Go 
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4a end game.2013.q2

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Part of 2013 Q2 Lean Launch Pad Presentations

0a-Introduction.2013.Q2.pptx
1a-Three_Types_Of_Startup.2013.Q2.pptx
1b-Customer Discovery (problem hypothesis).2013.Q2.pptx
2a-Customer Discovery ( canvas and story ).2013.Q2.pptx
2b-Value_Chain (team specific).2013.Q2.pptx
3a-Customer_Validation.2013.Q2.pptx
3b-GKG-CustomerRelationships.2013.Q2.pptx
4a-EndGame.2013.Q2.pptx

Published in: Education, Business, Technology
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Transcript of "4a end game.2013.q2"

  1. 1. End Game End Game • Sales Funnel First • Then Marketing to fill / support that funnel. • :Paradox: Sales Funnel version 1 is never developed by “Sales People”
  2. 2. End Game How? Based On “Direct Experience” • Based on the results of “Real Experiments” … not “Gedanken Experiments” not “Thought Experiments
  3. 3. End Game Key Deliverables • • • • Sales Roadmap Sales Pipeline / Funnel Revenue Model / Forecast Whole Product Schedule (Plan of Record Sketch )
  4. 4. Review Quick Reminder
  5. 5. Review -Sell: Sales Roadmap 5
  6. 6. Review -Sell: Roadmap becomes The Sales Pipeline 6
  7. 7. Review
  8. 8. Review GKG-Physical
  9. 9. Review GKGWeb/Mobile
  10. 10. Review
  11. 11. Review -Sell: •Intended Cust omer audience: -Value / ROI • ATMF interface Plan of Record -Why Us? -.ppt - “early” -Standards -Applications -Documents -Why Us? -.ppt & .doc -* OIF Interface •Compliance Testing Plan Document -* Sub-system Jitter Compliance testing -* Present to User Group -Driver -Software -System -Full Compliance -documentation -“how to” & “results” -V0.1 -partner -“Full Module” Paper -Reference Design -Optics, SerDes -Front End Q2 Q3 -V0.x -partner -V1.0 -partner -Tested -Reference Design -Alpha -Chip -(Product) -Q1 - :think: What More Stuff do you need to support the sale? •This is focussed on actual user. • ! Add in Rows for all the other “customer types” ! -Sampling Q4 -Production Q1 Q2 11
  12. 12. Review -Sell: •Intended audience: Intern Plan of Record al -Exec -Influencers - :think: What More Collateral/Stuff do you need to support the sale? • List it all out. •What does it “really” take • Make it available • You’re trying to make it a “recipe” -Technology Gatekeepers -Deal Signer -Coach -many … -Price list, Quote Form, NDA,Contracts, … -Sales Docs -Q1 Q2 Q3 Q4 Q1 Q2 12
  13. 13. Laser Focus On Your Customer & Their Eco-System
  14. 14. Review Your Model of Reality Business Model Canvas ++ • Value Proposition • Channels • Customer Relationships • Get Keep Grow • Mkt/Sales Collateral • Outcomes & Testimonials. End Game • Customers • • • • • Market Map Purchasing Decision Service Journey Archetype Customer Workflow • Time • Plan of Record (Sketch)
  15. 15. Review Quick Reminder • “Sales Engine” requires loads of detail you are learning about in Customer Discovery.
  16. 16. Review
  17. 17. Review
  18. 18. OK… But Q. Do We … • Ever do “normal” Marketing? • A. “Almost” … “Kinda”
  19. 19. Custom Creation
  20. 20. Custom Creation Customer Creation Customer Discovery Customer Validation Customer Creation Scale Company • Help prospects learn about your product and create a desire to buy it – Leverage what you’ve learned from “real” customers in Customer Discovery and Validation Phases – Creation comes after proof of sales – It is a strategy not a tactic
  21. 21. Custom Creation Rules: Customer Creation • Rule 1: No spending until customer validation • Rule 2: Match the creation strategy to the company • Rule 3: Match spending goals to year 1 objectives • Rule 4: You can’t get customers if they aren’t there 21
  22. 22. Custom Creation Step by Step (All) Customer Discovery Customer Validation Customer Creation Year One Objectives •Type Of Startup Distribution Model •Revenue Model •Channel Model •Launch Model •Sales Model Positioning •Articulate Problem & Product concept •Understand customers view of the competitors •Initial company & Product Positioning •Test w/ Early Adopters •Company/Product Positioning by PR Agency with audit Launch •Day in the life •Attend Shows/Confs •Estimate Mkt Size •Company & product launch strategy •Test w/ early adopters •Launch/Introduce •Launch type depends on “mkt type” of startup Demand Creation •Press, Analysts, Influencers List •How do customers make buying decisions? • How do customers purchase? •Understand analysts/influencers view •Implement demand creation •Type depends on “mkt type” 22
  23. 23. Custom Creation Launch Type Year 1 Objectives Launch Type Existing Market Market Share Credibility Existing basis of competition ! Onslaught ! Drive Hard Re-segmenting Existing Market Market re-segmenting & new Market share Segmentation, delivery, and innovation New basis of competion Education and appropriation of share New Market Market Adoption Market education, standards setting, and early adopters Education Look for “tipping point” 23
  24. 24. Custom Creation Three Types of Markets Existing Market Resegmented Market New Market Customers Existing Existing New & New Usage Customer Needs Performance 1. Cost 2. Perceived Need Simplicity & Convenience Performance Better/Faster 1. Good enough at the low end 2. Good enough for new niche Low in “traditional attributes”, improved by “new” metrics Competition Existing Incumbents Existing Incumbents Non-consumption & other startups Risks Existing Incumbents 1. Existing Incumbents 2. Niche strategy fails Market Adoption -0 – 2 Years -3 – 7 Years -Time to Maturity -7+ Years 24
  25. 25. Custom Creation Customer Creation: Exit Criteria • • • • Which startup strategy are you executing? Positioning tested & complete? Launch strategy match startup type? Demand creation activities match startup type? • Year 1 objectives match startup type? 25
  26. 26. End Game Yin / Yang Status: Who’s on Top? • Time High / Low • T=0 Eng / Marketing /Sales / Biz • T=5+ Biz / Sales / Marketing / Eng • The Ratio & Importance Changes
  27. 27. Go 
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