Five Habits of Highly Successful SaaS/Cloud Businesses

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Talk I gave at the Business of Software UK Event in June 2014 (http://businessofsoftware.org.uk/) focused on the 5 habits of successful cloud businesses

Talk I gave at the Business of Software UK Event in June 2014 (http://businessofsoftware.org.uk/) focused on the 5 habits of successful cloud businesses

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  • 1. Tim Barker Chief Product Officer DataSift @timbarker 5 secrets for GUARANTEED* SaaS Success * conditions apply
  • 2. 10 years in Enterprise SaaS Founded 3 Companies CPO at DataSift: Big Data for Social data Last company acquired by salesforce.com 5 years in US HQ, UK Product Strategy for Content/Collab EMEA Marketing Engineer by Trade About me
  • 3. Social data is hard to analyze Big. Fast. Messy. Text. Relevant. Rich. Integrated. Data
  • 4. Big Data for streaming, social data Aggregate DeliverProcess >1Bn items daily Unique high-performance filtering engine and language for real-time and historical data processing Deliver enriched, refined data into your business for analysis
  • 5. Business Building Menu Du Jour Value Proposition Agile - MVP Product / Market Fit Build Awareness. PR & Content Lead Generation & Nurturing Data-driven product improvement Pipeline & MRR Building Iterate
  • 6. Everyone is doing PR
  • 7. Everyone is doing email marketing
  • 8. Everyone is doing content marketing
  • 9. Everyone is doing social marketing
  • 10. salesforce.com grew to $1Bn Revenue withLimited Marketing Automation NO Single View for Analytic NO “Growth Hackers”
  • 11. Top Down Market Making Positioning, Awareness, Sales Enablement, Momentum. Bottom Up Data-Driven Marketing Adoption, Conversion, A/B Testing, Funnel Choose your marketing
  • 12. Top Down
  • 13. Bottom Up
  • 14. You can’t optimize yourself to greatness
  • 15. 5 secrets for GUARANTEED* SaaS Success
  • 16. #1 Industry Transformation (name and claim the future)
  • 17. Internet Mobile Social changes everything
  • 18. Enterprise Cloud Computing 1960s Mainframe 1980s Client/Server Today Salesforce.com Mission: Cloud Computing Driver, Catalyst, and Evangelist
  • 19. Market Relevance Emotional Hook
  • 20. Zuora
  • 21. Nothing creates angst better than a crack in the ground
  • 22. What about your company? Your customers and employees are social. The Social Divide: Customers and Companies
  • 23. Hubspot wrote the book
  • 24. SalesHood – write the book
  • 25. #2 Customers sell for you (“Always lead with customer success”)
  • 26. Video First – success stories, not case studies
  • 27. #3 Momentum (Drumbeat)
  • 28. PR Stack-Rank Controversy Acquisition Financing / Funding Original Research Customers / Partners Product Launch Hiring Metrics
  • 29. 40% Customers 60% Prospects proprietary events beat 3rd party events
  • 30. Can get expensive….
  • 31. Exclusive: CXO Council / Roundtable Community: Customers + Prospects + Beers
  • 32. Open Source your Event. Bigdataweek.com
  • 33. socialdataweek.com – 17 Global Events. 1500+ Attendees.
  • 34. #4 Focus
  • 35. #4 Not Focus. Alignment.
  • 36. Vision Values Methods Obstacle s V2MOM =
  • 37. Vision Themes Objective sMetrics VTOM =
  • 38. Vision (for the year) Real-time customer data has the potential to transform companies and industries. Social, Mobile and Device data is just the start. In 2014, we are expanding beyond social. Build and launch our proposition and platform to process any human-created data. Themes 1. Human-data platform | 2. Dominate Social | 3. Scale for Growth
  • 39. Objectives Stack rank of 3-10 priorities for the company What will move the needle Metrics Each Objective has metrics
  • 40. Cascade through company Visible to all Basis for perf. reviews
  • 41. #5 Web Pipeline Machine
  • 42. 1. Generate Buzz 2. Drive to website 1. Follow up with humans
  • 43. Reached $1Bn Revenue with NO Marketing Automation NO Big Data Analytics Inside Sales (SRs) call everyon
  • 44. #1 Industry Transformation #2 Customers sell for you #3 Momentum #4 Alignment #5 Web Pipeline Machine Use these wisely. Questions?
  • 45. Questions? Contact me @timbarker tim.barker@datasift.com