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W. Sean Ford - Myopic Marketing Revisited

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This little-understood but very deadly disease is the #1 killer of marketing success and effectiveness. To survive it (and thrive), marketers must move beyond their outdated and myopic view of marketing effectiveness. With the right treatment, they can create a world-class go-to-market system, immune to passive underperformance, that roots out marketing myopia at its core and positions every marketer to lead an active, healthy, fulfilling career for years to come. (WARNING: Do NOT operate heavy machinery after attending this session).

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W. Sean Ford - Myopic Marketing Revisited

  1. 1. #INBOUND16 MYOPIC MARKETING REVISITED The Fight for Strategic Relevance and a Happy Life W. Sean Ford SVP and CMO, LogMeIn
  2. 2. relevant are you? how #INBOUND16
  3. 3. do you know? how #INBOUND16
  4. 4. #INBOUND16 1 THE DANGER
  5. 5. #INBOUND16 Slippery Slope of Marketing Irrelevance Growth Expense
  6. 6. #INBOUND16 2 THE DEFINITION
  7. 7. #INBOUND16 MARKETING MYOPIA A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants. -Theodore Levitt “ “
  8. 8. #INBOUND16 THE BABY CAGE In vogue in the 1930’s in London…after a book was written on the value of babies being “aired.”
  9. 9. Marketing Myopia Revisited #INBOUND16
  10. 10. Marketing Myopia Redefined The tendency to assess marketing performance in a vacuum-- entirely separate from the dynamics of the market and the degree of alignment in a company’s broader go-to-market strategy #INBOUND16
  11. 11. #INBOUND16
  12. 12. #INBOUND16 3 THE SYMPTOMS
  13. 13. marketing? how effective is my #INBOUND16
  14. 14. #INBOUND16
  15. 15. #INBOUND16
  16. 16. marketing performance? how should I measure #INBOUND16
  17. 17. MQLs? #INBOUND16 SALs? Downloads? Pipeline? CAC?
  18. 18. #INBOUND16 LTV / CAC Ratio 2:1
  19. 19. things aren’t always what they seem… sometimes…. #INBOUND16
  20. 20. #INBOUND16 4 THE DIAGNOSIS
  21. 21. #INBOUND16 Go-to-Market Map High Consideration High Velocity Lower-Growth Market High-Growth Market Go To Market Mix E f f i c i e n c y
  22. 22. #INBOUND16 Go-to-Market Map High Consideration High Velocity Lower-Growth Market High-Growth Market Go To Market Mix E f f i c i e n c y
  23. 23. #INBOUND16 The Four Factors Marketing Fragmentation Sales Model Complexity Product / Market Fit Market Dynamics • Competitive intensity/ market saturation • Entry and exit barriers (competitors/customers) • Maturity (overall and within core segments) • Multi-channel vs. Mono • Global vs. Regional • Touch vs. No Touch • Grow, Sustain (momentum), Retain • Bookings vs. “Users” • Expand Core vs. Extension (TAM) • Adoption Investment Level? • Coverage (Segment / Tiers)
  24. 24. #INBOUND16 Performance Measurement eComm Efficiency Revenue Targets • MQLs • Pipeline Contribution • Demos/Chats • Net New Opportunities • Trials/Quality Trial • Registrations • AOS • Conversion Rate • eComm Bookings • Retention KPI Categories High Consideration High Velocity LTV/CAC, Cost/MQL, Rep Productivity
  25. 25. #INBOUND16 5 THE 4-STEP CURE
  26. 26. admit you have a problem #INBOUND16 #1
  27. 27. #INBOUND16 be willing to talk about it #2
  28. 28. #INBOUND16 apply treatment to relieve #3 the greatest pain
  29. 29. #INBOUND16 monitor ongoing vital signs #4
  30. 30. #INBOUND16 1.1. Admit you have a problem 2.2. Be willing to talk about it 3.3. Apply treatment to relieve the greatest pain 4.4. Monitor ongoing vital signs
  31. 31. #INBOUND16 THANK YOU

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