Building your Product, Sales & Marketing Trifecta

  • 591 views
Uploaded on

Alignment is the name of the game when it comes to product development and delivery. As Marketers, we play a key role in getting to the group hug and gaining alignment across key delivery channels to …

Alignment is the name of the game when it comes to product development and delivery. As Marketers, we play a key role in getting to the group hug and gaining alignment across key delivery channels to deliver on our brand promise. Here's how I shared my learnings and ideas with the Boston Startup Institute. Good stuff.

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
591
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. BUILDING YOUR PRODUCT, SALES & MARKETING TRIFECTA Michelle A. Heath Founder & CEO Growth Street Marketing www.growthstreetmarketing.co m April 2013 for Startup Institute Twitter: @growthstreet @michelleheath @startupinst #startupinst
  • 2. AGENDA  Introductions  The humble art of marketing  How Sales & Product think  What is The Trifecta?  How does it work in the Real World  Why it ain‟t that easy  Building your Trifecta  30-Minute Trifecta Challenge  Results Share  Wrap-Up  Q&A Twitter: #startupinst @michelleheath @startupinst
  • 3. AGENDA  Introductions  The humble art of marketing  How Sales & Product think  What is The Trifecta?  How does it work in the Real World  Why it ain‟t that easy  Building your Trifecta  30-Minute Trifecta Challenge  Results Share  Wrap-Up  Q&A
  • 4. AS A MARKETER YOU MUST…  Admit and remind executives and staff that you do not have the “secret sauce,” “magic wand,” “pixy dust” or any other mystical powers that will  a) make marketing programs sexy, jazzy or cool  b) make videos or any other programs „go viral‟  c) deliver thousands of leads by pressing a button  d) create demand for a crappy product (aka lipstick on a pig)  e) build a lead gen machine that spits out leads like jellybeans
  • 5. AS A MARKETER YOU MUST ALSO…  Admit you do not have all of the answers  Network like mad with people who do (see above)  Test and measure everything  Understand what KPIs are and why they matter  Learn to talk like Sales and Product  Arm yourself with data to support your decisions  Accept that they will never understand why it takes so damn long to get the campaign out the door  Be a prioritization ninja to stay organized and focused on what will move the needle and drive results  BE CONFIDENT. BE MANIACLE ABOUT DATA. BE HUMBLE.
  • 6. AGENDA  Introductions  The humble art of marketing  How Product & Sales Think  What is The Trifecta & why building it ain‟t that easy  Building your Trifecta  30-Minute Trifecta Challenge  Results Share  Wrap-Up  Q&A
  • 7. HOW SALES THINKS
  • 8. HOW PRODUCT THINKS  The user is an idiot  The product doesn‟t need to change  Find new users  Find new distribution channels  There are too many features to prioritize  It‟s never going to make it into this sprint  It‟s just a marketing request
  • 9. HOW YOU NEED TO THINK  Marketing is the hub of harmony: Kumbaya  Avoid finger-pointing  Sometimes you have to give-in and and “do it their way” to prove that their way doesn‟t work  The soft skills combined with hard data separate good marketers from great marketers  Build marketing as a revenue center  Align marketing with what sales cares about: REVENUE
  • 10. AGENDA  Introductions  The humble art of marketing  How Sales & Product Think  What is The Trifecta & why building it ain‟t that easy  Building your Trifecta: The 30-Minute Trifecta Challenge  Results Share  Wrap-Up  Q&A
  • 11. WHAT IS THE TRIFECTA? ALIGNMENT = REVENUE
  • 12. ALIGNMENT WITH SALES THE SOFT SKILLS  Listen  Picking your battles  Knowing how far to push your agenda  Being a cheerleader  Working together to clearly define goals  Focusing on the solution  Avoiding negativity and finger- pointing  Using your creative skills to your advantage  Communicating effectively and in-person as much as possible THE HARD SKILLS  Marketing must go beyond leads  Tie everything you do to revenue  Build your marketing team and programs as a revenue center NOT a cost center  Provide regular metrics and reporting for transparency and optimization  Focus on the goals and don‟t let other agendas get in the way!
  • 13. ALIGNMENT WITH PRODUCT THE SOFT SKILLS  Be a cheerleader for the user  Arm yourself with data  Understand product priorities and where marketing fits in  Be a support and partner  Provide customer feedback and data to support product changes and improvements THE HARD SKILLS  Tie all product recommendations to hard data  Suggestions cannot be subjective  Build marketing into the product development process  Show Product how you can help them make the product more successful (launch planning, new feature rollouts, beta tests)  Deliver on-time  Partner on testing with users
  • 14. MARKETING AS A PROFIT CENTER  The Marketing budget is discretionary. Product and Sales are not.  When things aren‟t going well, Marketing will be cut before Sales or Product…The first budget to get cut is: Marketing  Ownership of revenue is KEY  Sales enablement  ROI  CPA/Lifetime Value  Net profit for the company  Metrics/KPI/Data  Using tools such as Salesforce, KissMetrics, MailChimp will give you real-time reports on how your marketing programs are working  Weekly reporting to execs & Sales keeps everyone aligned on how the company is doing v. the goal
  • 15. WHY IT AIN‟T THAT EASY  What happens when you can‟t get your sales, product and marketing trifecta to sing campfire songs?  What skills can you try to make it work?  How can you use your communication skills and finesse to improve the situation?  What if it doesn‟t work?
  • 16. AGENDA  Introductions  The humble art of marketing  How Sales & Product Think  What is The Trifecta & why building it ain‟t that easy  Building your Trifecta: The 30-Minute Trifecta Challenge  Results Share  Wrap-Up  Q&A
  • 17. 30 MINUTE CHALLENGE  Break into groups of 3  Take your challenge (next slide)  Take on your challenge:  Define the scenario  Pick your roles : Sales, Marketing, Product  After 5 minutes in your role, switch roles so that each person plays the role of Sales, Marketing and Product in your group  Change how you approach the situation in each role  Take a variety of communication approaches: Defensive, Helpful, Data-Driven, etc and see what worked the best  Note what approaches worked and didn‟t work  Spend the last 10 minutes documenting what you learned  Present to the class
  • 18. ASSIGNMENTS  Group 1: Challenge:  Sales says: The leads are weak.  Group 2: Challenge:  Marketing says: We need to change the product because customers are complaining.  Group 3: Challenge:  Product says: We don’t have time to get everyone’s input on what we build because we know what to build.  Group 4: Challenge:  Sales says: Marketing isn’t producing enough leads fast enough.   Group 5: Challenge:  Marketing says: Sales isn’t working hard enough to close the leads.  Group 6:Challenge:  Product says: We are launching whether Sales & Marketing are ready or not.
  • 19. WHAT DID YOU LEARN?  What worked?  What didn‟t?
  • 20. TIME TO PUT IT ALL INTO PRACTICE  Create a culture at your company that embraces The Trifecta and finds ways to build healthy relationships that produce results  Focus your marketing efforts on REVENUE  Forget the personal agendas and finger-pointing, it‟s depressing and a waste of valuable time  Bring the data: Test and measure, rinse and repeat  Celebrate the wins  Deliver revenue  Be humble And remember, without The Trifecta, you have no business. Rethink your marketing approach… DELIVER REVENUE
  • 21. MY BOOK CLUB  Just a few “must read?s as you build your businesses and learn the art of marketing  Brandwashed – Martin Lindstrom  Why We Buy – Paco Underhill  Good to Great – Jim Collins  Brains on Fire – Phillips, Cordell, Church, Jones  Linchpin – Seth Godin  Lean In – Sheryl Sandberg  The Dip – Seth Godin  Winning – Jack Welch  Delivering Happiness – Tony Hsieh  Flip the Funnel – Jaffe  The Purple Cow – Seth Godin
  • 22. Q&A
  • 23. KEEP IN TOUCH!  Need help with your marketing, acquisition or sales strategy and approach? Get in touch  Linked In: /michelleheath  Twitter: @michelleheath  Twitter: @growthstreet  Facebook: /michelleaheath  Instagram: michelleheath  Email: michelle@growthstreetmarketing.com