Dun & Bradstreet, a nearly 175-year-old company with offices around the world, might not seem like a startup in the traditional sense. But as the company has implemented an aggressive growth strategy, its marketing organization has embraced Lean Startup methodologies to focus its efforts on only the most valuable customer relationships. Dun & Bradstreet CMO Rishi Dave shares the company’s experience and what organizations large and small can learn from the successes they’ve had in thinking Lean to drive pipeline and revenue.

1. Just One Account
LEAN PRINCIPLES AND ENTERPRISE MARKETING TRANSFORMATION
RISHI DAVE
CMO, DUN & BRADSTREET
@rishipdave
February 25, 2016

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Big Enterprises & Start-Ups:
What’s the difference?
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Scale
(of everything)
Aversion to
Risk
Bureaucracy
21 3

4. 4
The Dun & Bradstreet Opportunity
Marketing & Culture
the Key Drivers
of the Growth
Simplify a Complex
Business; Focus a
Complex Organization
A Firm Growth
Mandate
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MinimumViable Prospect

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ANALYTICS
How do we get to our minimum viable prospect?

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1. Blue Handle Global
2. Duffel Systems
3. Live Wavelength Global
4. Drongo Inc.
5. Musette Mix
Prioritized Accounts

8. 8
MVP designAwareness
General
Education Consideration Preference Purchase Post-Purchase
LeadQuality&Richness
Content Sophistication and Deal Intensity
Thought
Leadership
Competitive
Analysis
Integration
Guides
Customer
Workshops
Customer
Events
Community &
Forums
Research Best Practices
Webinars
Workshop

9. 9
Measure
1
Tactics
2
Stories
3
Satisfaction
4
Pipeline
5
Revenue
Time

10. 10
Communicate & Expand
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Account
Experiments
Scale number
of accounts
Account
Account
Account
Account
Account
Account
Account
Accoun
Accoun
Accoun
Accoun

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Big Impact on the Company

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Three Lessons For Getting Lean in a Big Company
1) Don’t worry about scale at first
2) Measure, measure, measure
3) Communicate
BEFORE AFTER
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13. 謝謝
Dankjewel
merci
ありがとう
धन्यवाद
ThankYou
Rishi Dave, Chief Marketing Officer
@RishiPDave