Growth hacking the enterprise sale - San Francisco Enterprise Tech Meetup

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This presentation on Growth Hacking was presented by Lincoln Murphy at the San Francisco Enterprise Tech Meetup on September 9, 2014.

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Growth hacking the enterprise sale - San Francisco Enterprise Tech Meetup

  1. 1. Presented to SFETM By Lincoln Murphy September 9, 2014
  2. 2.  Customer Success Evangelist at Gainsight  Background is Network-Centric Business Models; not Enterprise Software  Gravitated to Growth Hacking - and Customer Success – movements as I was already doing this at Sixteen Ventures Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  3. 3.  Clarity on what “Growth Hacking” is  Requirements for Growth Hacking  Answer the questions I was given  Provide deep-dive resources for you Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  4. 4.  Growth: A metric we want to improve  Hacking: to short-circuit  Small Deal Size/Self-Service Model Drove NEED  Doesn’t mean large deal size / Enterprise Sale can’t MASSIVELY benefit from Growth Hacking Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  5. 5.  Building Bridges and Digging Tunnels  Where they are now  where they need to be ▪ Mindset ▪ Engagement ▪ Buy-In (Champion Uplift)  Exploit Organic Network Effects  Your secret weapon – more on this later Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  6. 6.  A Culture of Growth Experimentation  Must be OK with false hypotheses (“failure”)  Organizational Alignment  Cross-Functional  Ability to Execute Autonomously  Silos are bad; they appear with company maturity Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  7. 7.  Be Data Driven  Everything starts with your Gut (even with data avail)  Be able to quickly iterate (Build – Measure – Learn)  Quickly get to a point where decisions are driven mostly by data, less by opinion & ”pretty” designs  HIPPO/VITO/CEO can't be THE voice for very long if you want to scale Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  8. 8.  Align Success Metrics with Reality  Commissions on closed deals? MQL, SQL, etc.?  Hypotheses tested? Customer dev interviews?  Change if not appropriate  Example: Take some BDAs and use then for testing. Comp separately and based in viable success metric. ▪ Roll winning test variants into production processes Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  9. 9. http://sixteenventures.com/sfetm
  10. 10. Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  11. 11.  Demand Generation or Demand Capture?  Depends on market / product category maturity  If demand exists, you need to funnel it your way  If demand doesn’t exist – and assuming it should – you need to Create, Accelerate & Scale that Demand  Ideal Customer Profile + Awareness Ladder Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  12. 12.  Don’t rely on search if search volume is low  Be at the top for your key search terms  That means Organic & Paid SEM won’t be major channel  Ideal Customer Profile will surface distribution opportunities  You’ll know where you need to be to get their attention and what you need to do to convert that attention to action  Understand their Buying Cycle and where you can “hack” it Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  13. 13.  Who has your Ideal Customer as their primary audience?  Adjacent product vendors, consultants, analysts, etc.  How can you motivate them to get you in front of their audience? WIIFT?  Organic Network Exploitation  Understand how they interact with others and figure out how to infiltrate that network Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  14. 14.  It’s less about the tools and tactics and more about knowing your audience  Who are you targeting?  Who’s your Ideal Customer?  How do they consume marketing?  Where are they on the awareness ladder?  What bridges / tunnels would work to move them forward rapidly Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  15. 15.  Understand the entire process (all the steps)  Know what you’re trying to measure  Know what you’re going to do with that data once you have it.  Build a process to go after ideal customers to reach your goals  Find the tools that enable / optimize that process  Marketo, KISSmetrics, Hubspot, InfusionSoft, etc. Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  16. 16.  Educate and Elevate  Practitioners  Boards / Investors  Executives  Education – CSU  Thought Leadership – Pulse & PulseCheck  Distribution: Leverage partners to spread the word for you  Webinars – Live-event Feel Copyright© 2014 Lincoln Murphy. All Rights Reserved.
  17. 17. http://sixteenventures.com/sfetm

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