BUILDINGYOUR
PRODUCT, SALES & MARKETING
TRIFECTA
Michelle A. Heath
Founder & CEO
Growth Street Marketing
www.growthstreetm...
AGENDA
 Introductions
 The humble art of marketing
 How Sales & Product think
 What isThe Trifecta?
 How does it work...
AGENDA
 Introductions
 The humble art of marketing
 How Sales & Product think
 What isThe Trifecta?
 How does it work...
AS A MARKETERYOU MUST…
 Admit and remind executives and staff that
you do not have the “secret sauce,” “magic
wand,” “pix...
AS A MARKETERYOU MUST ALSO…
 Admit you do not have all of the answers
 Network like mad with people who do (see above)
...
AGENDA
 Introductions
 The humble art of marketing
 How Product & Sales Think
 What isTheTrifecta & why building it ai...
HOW SALES THINKS
HOW PRODUCT THINKS
 The user is an idiot
 The product doesn’t need to
change
 Find new users
 Find new distribution ch...
HOWYOU NEED TOTHINK
 Marketing is the hub of harmony: Kumbaya
 Avoid finger-pointing
 Sometimes you have to give-in and...
AGENDA
 Introductions
 The humble art of marketing
 How Sales & ProductThink
 What isTheTrifecta & why building it ain...
WHAT ISTHE TRIFECTA?
ALIGNMENT
=
REVENUE
ALIGNMENT WITH SALES
THE SOFT SKILLS
 Listen
 Picking your battles
 Knowing how far to push your
agenda
 Being a cheer...
ALIGNMENT WITH PRODUCT
THE SOFT SKILLS
 Be a cheerleader for the user
 Arm yourself with data
 Understand product prior...
MARKETING AS A PROFIT CENTER
 The Marketing budget is discretionary. Product and Sales are not.
 When things aren’t goin...
WHY IT AIN’T THAT EASY
 What happens when you can’t
get your sales, product and
marketing trifecta to sing
campfire songs...
AGENDA
 Introductions
 The humble art of marketing
 How Sales & ProductThink
 What isTheTrifecta & why building it ain...
30 MINUTE CHALLENGE
 Break into groups of 3
 Take your challenge (next slide)
 Take on your challenge:
 Define the sce...
ASSIGNMENTS
 Group 1: Challenge:
 Sales says:The leads are weak.
 Group 2: Challenge:
 Marketing says:We need to
chang...
WHAT DIDYOU LEARN?
 What worked?
 What didn’t?
TIME TO PUT IT ALL INTO PRACTICE
 Create a culture at your company that embracesTheTrifecta and finds
ways to build healt...
MY BOOK CLUB
 Just a few “must read?s as you build your businesses and learn the art of
marketing
 Brandwashed – Martin ...
Q&A
KEEP IN TOUCH!
 Need help with your marketing, acquisition or sales strategy
and approach? Get in touch
 Linked In: /mic...
Building your Product, Sales & Marketing Trifecta
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Building your Product, Sales & Marketing Trifecta

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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.

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Building your Product, Sales & Marketing Trifecta

  1. 1. BUILDINGYOUR PRODUCT, SALES & MARKETING TRIFECTA Michelle A. Heath Founder & CEO Growth Street Marketing www.growthstreetmarketing.com April 2013 for Startup Institute Twitter: @growthstreet @michelleheath @startupinst #startupinst
  2. 2. AGENDA  Introductions  The humble art of marketing  How Sales & Product think  What isThe 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. 3. AGENDA  Introductions  The humble art of marketing  How Sales & Product think  What isThe 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. 4. AS A MARKETERYOU 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. 5. AS A MARKETERYOU 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. 6. AGENDA  Introductions  The humble art of marketing  How Product & Sales Think  What isTheTrifecta & why building it ain’t that easy  Building yourTrifecta  30-MinuteTrifecta Challenge  Results Share  Wrap-Up  Q&A
  7. 7. HOW SALES THINKS
  8. 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. 9. HOWYOU NEED TOTHINK  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. 10. AGENDA  Introductions  The humble art of marketing  How Sales & ProductThink  What isTheTrifecta & why building it ain’t that easy  Building yourTrifecta:The 30-MinuteTrifecta Challenge  Results Share  Wrap-Up  Q&A
  11. 11. WHAT ISTHE TRIFECTA? ALIGNMENT = REVENUE
  12. 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. 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. 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/LifetimeValue  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. 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. 16. AGENDA  Introductions  The humble art of marketing  How Sales & ProductThink  What isTheTrifecta & why building it ain’t that easy  Building yourTrifecta:The 30-MinuteTrifecta Challenge  Results Share  Wrap-Up  Q&A
  17. 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. 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. 19. WHAT DIDYOU LEARN?  What worked?  What didn’t?
  20. 20. TIME TO PUT IT ALL INTO PRACTICE  Create a culture at your company that embracesTheTrifecta 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, withoutTheTrifecta, you have no business. Rethink your marketing approach… DELIVER REVENUE
  21. 21. MY BOOK CLUB  Just a few “must read?s as you build your businesses and learn the art of marketing  Brandwashed – Martin Lindstrom  WhyWe 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 – JackWelch  Delivering Happiness –Tony Hsieh  Flip the Funnel – Jaffe  The Purple Cow – Seth Godin
  22. 22. Q&A
  23. 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
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