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The 4 Ps to Sustainable Growth

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A look at the 4 Ps (People, Process, Programs and Performance) that every org should be developing as they grow. Your PEOPLE should develop & re-develop your PROCESSES & PROGRAMS to improve PERFORMANCE.

Published in: Marketing
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The 4 Ps to Sustainable Growth

  1. 1 @KYLEPLACY #STATEOFSEARCH THE 4 PS TO SUSTAINABLE GROWTH* SUPREME SURVIVAL TIP *IGNORE ALL THIS GROWTH HACKING CRAP
  2. 2 @KYLEPLACY #STATEOFSEARCH PEOPLE PROCESS PROGRAMS PERFORMANCE
  3. 3 @KYLEPLACY #STATEOFSEARCH Do you have the right people? Hire for aptitude, attitude and agility. PEOPLE
  4. @KYLEPLACY #STATEOFSEARCH 4
  5. 5 @KYLEPLACY #STATEOFSEARCH SUCCESSFUL MARKETING TEAMS OF THE FUTURE…
  6. 6 @KYLEPLACY #STATEOFSEARCH SUCCESSFUL EXPERIENCE TEAMS OF THE FUTURE…
  7. 7 @KYLEPLACY #STATEOFSEARCH CONTROL EVERY ASPECT OF THE CUSTOMER JOURNEY…
  8. @KYLEPLACY #STATEOFSEARCH 8 THE MODERN EXPERIENCE ORG Acquisition Conversion Brand Public Relations Brand Enablement Corporate Comms Creative Events Advertising Field Managers Content / Search Automation Sales Enablement Customer Success Product Marketing Retention Operations
  9. 9 @KYLEPLACY #STATEOFSEARCH How does your team operate and optimize for the customer journey? PROCESS
  10. 10 @KYLEPLACY #STATEOFSEARCH YOUR PRODUCT IS YOUR MARKETING STRATEGY PROCESS TIP #1
  11. @KYLEPLACY #STATEOFSEARCH 1111 73% OF COMPANIES CONSIDER USER EXPERIENCE A TOP PRIORITY Source: Forrester Research, Forrester’s CX Index
  12. @KYLEPLACY #STATEOFSEARCH 1212 1% OF COMPANIES DELIVER AN EXCEPTIONAL UX EXPERIENCE Source: Forrester Research, Forrester’s CX Index
  13. @KYLEPLACY #STATEOFSEARCH 1313
  14. @KYLEPLACY #STATEOFSEARCH 14 GET THE EXPERIENCE RIGHT AND YOUR PRODUCT WILL SELL ITSELF
  15. @KYLEPLACY #STATEOFSEARCH 16 OR YOUR CUSTOMERS WILL SELL IT FOR YOU
  16. @KYLEPLACY #STATEOFSEARCH 1717
  17. @KYLEPLACY #STATEOFSEARCH 18 via UserTesting.com MAP OUT YOUR CUSTOMER JOURNEY
  18. 19 @KYLEPLACY #STATEOFSEARCH PROGRAMS How do you create leverage that uncovers new sources of revenue growth and increases marketing production efficiency at scale?
  19. 20 @KYLEPLACY #STATEOFSEARCH IT’S NOT CONTENT MARKETING. IT’S THOUGHT LEADERSHIP. PROGRAMS TIP #1
  20. @KYLEPLACY #STATEOFSEARCH 21 THOUGHT LEADERSHIP IS NOT ABOUT YOU.
  21. @KYLEPLACY #STATEOFSEARCH 22 THOUGHT LEADERSHIP IS NOT ABOUT YOU. IT STARTS AND ENDS WITH YOUR CUSTOMER.
  22. 23 @KYLEPLACY #STATEOFSEARCH 80%of press mentions were a direct result of our content effort
  23. 24 @KYLEPLACY #STATEOFSEARCH Not product launches…
  24. @KYLEPLACY #STATEOFSEARCH 25 FOUR TYPES OF THOUGHT-LEADERSHIP EXPERIENCE CONSUMER PEER BENCHMARK
  25. @KYLEPLACY #STATEOFSEARCH 26 EXPERIENTIAL THOUGHT LEADERSHIP Understand your customer’s customer journey.
  26. @KYLEPLACY #STATEOFSEARCH 27 EXPERIENTIAL THOUGHT LEADERSHIP Shopped in 100 retail stores Tracked 80 different marketing touch points over 90 days Delivered tailored report cards and competitive analysis
  27. @KYLEPLACY #STATEOFSEARCH 28 CONSUMER THOUGHT LEADERSHIP Understand trends in consumer behavior • Surveying consumers on mobile, social and email consumption patterns. • Used for geo launches and TOFU demand generation
  28. @KYLEPLACY #STATEOFSEARCH 29 PEER THOUGHT LEADERSHIP Let your prospects and customers compare against each other
  29. @KYLEPLACY #STATEOFSEARCH 30 PEER THOUGHT LEADERSHIP
  30. @KYLEPLACY #STATEOFSEARCH 31 PEER THOUGHT LEADERSHIP
  31. @KYLEPLACY #STATEOFSEARCH 32 PEER THOUGHT LEADERSHIP http://www.typeform.com
  32. @KYLEPLACY #STATEOFSEARCH 33 PEER THOUGHT LEADERSHIP Interview the top influencers in the field. • Create a target list of top influencers • Skype / Call Recorder / Voice Recorder • Speechpad.com for transcription • Publish interviews over the course of the year • Roll up into fun end of year deliverable
  33. @KYLEPLACY #STATEOFSEARCH 34 BENCHMARK THOUGHT LEADERSHIP Your data is your only differentiator. • What makes you unique? • Best time to send an email • Amount of money or time saved for customers
  34. @KYLEPLACY #STATEOFSEARCH 35 THOUGHT LEADERSHIP IS NOT THE SALES PITCH.
  35. @KYLEPLACY #STATEOFSEARCH 36 3 THOUGHT LEADERSHIP IS NOT THE SALES PITCH. IT SUPPLEMENTS THE SELL.
  36. 37 @KYLEPLACY #STATEOFSEARCH DON’T FORGET ABOUT INTERNAL ACTIVATION PROGRAMS TIP #2
  37. @KYLEPLACY #STATEOFSEARCH 38 MEET BABY KYLE
  38. @KYLEPLACY #STATEOFSEARCH 39 Why is our conversion rate so low?
  39. @KYLEPLACY #STATEOFSEARCH 40
  40. @KYLEPLACY #STATEOFSEARCH 41
  41. @KYLEPLACY #STATEOFSEARCH 42
  42. @KYLEPLACY #STATEOFSEARCH 43
  43. @KYLEPLACY #STATEOFSEARCH 44
  44. 45 @KYLEPLACY #STATEOFSEARCH Do you have the system in place to track and evolve? PERFORMANCE
  45. @KYLEPLACY #STATEOFSEARCH 46
  46. 47 @KYLEPLACY #STATEOFSEARCH BETTER GOAL TRACKING LEADS TO BETTER RESULTS PERFORMANCE TIP #1
  47. 48 @KYLEPLACY #STATEOFSEARCH MY PRIMARY STACK Data / AutomationCRMGoal / Project Management
  48. 49 @KYLEPLACY #STATEOFSEARCH
  49. 50 @KYLEPLACY #STATEOFSEARCH
  50. @KYLEPLACY #STATEOFSEARCH 51
  51. 52 @KYLEPLACY #STATEOFSEARCH DATA HEALTH IS MORE IMPORTANT THAN ANY TREND PERFORMANCE TIP #2
  52. @KYLEPLACY #STATEOFSEARCH 53 EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  53. @KYLEPLACY #STATEOFSEARCH 54 EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  54. @KYLEPLACY #STATEOFSEARCH 55
  55. @KYLEPLACY #STATEOFSEARCH 56 70% OF CRM IMPLEMENTATIONS FAIL BECAUSE OF BAD DATA* *Forrester Research
  56. @KYLEPLACY #STATEOFSEARCH 57HOW DOES MARKETING EFFICIENTLY MANAGE DATA? • Database cleansing should be top priority • Do you have someone focused on data management? • Get your team off spreadsheets • One system of record for the entire company • Get your team off spreadsheets • Get your team off spreadsheets
  57. 58 @KYLEPLACY #STATEOFSEARCH DIE ENGAGEMENT METRICS! LONG LIVE UNIT ECONOMICS! PERFORMANCE TIP #3
  58. @KYLEPLACY #STATEOFSEARCH 59 5 YOU SHOULD FUNCTION LIKE AN ECOMMERCE COMPANY
  59. 60 @KYLEPLACY #STATEOFSEARCH UNIT ECONOMICS Direct revenues and costs associated with a particular business model expressed on a per unit basis.
  60. @KYLEPLACY #STATEOFSEARCH 61 CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION
  61. @KYLEPLACY #STATEOFSEARCH 62 KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO
  62. 63 @KYLEPLACY #STATEOFSEARCH FINAL THOUGHTS
  63. @KYLEPLACY #STATEOFSEARCH 6464 YOUR PEOPLE SHOULD DEVELOP & RE-DEVELOP YOU PROCESSES & PROGRAMS TO IMPROVE PERFORMANCE.
  64. @KYLEPLACY #STATEOFSEARCH 65 THE CREATION AND MANAGEMENT OF THE CUSTOMER EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT.

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