Keynote by Mark Organ, Founder & CEO at Influitive from #SaaStock17 at RDS, Dublin, Ireland, Tuesday 19th September 2017

1. @INFLUITIVE@INFLUITIVE
How to Build a $B Category
King and Not Get f*’d
Mark Organ
Founder & CEO, Influitive
@markorgan

2. @INFLUITIVE
I’m a serial entrepreneur and lead a global team of 140
people at a Toronto-based startup: Influitive
Influitive helps companies grow faster
by discovering, nurturing and mobilizing their customer advocates.
300+
customers
$50M+
Raised from top-tier
Investors
140+
Employees around the
world
A little bit about me

3. @INFLUITIVE
However, Influitive
isn’t my first rodeo…
I also started
another company
called

4. @INFLUITIVE
I learned a lot…
and made a lot of
mistakes

5. @INFLUITIVE
What is missing from this picture?
What is missing from this picture?

6. @INFLUITIVE
Scaling a SaaS company is hard…
DEVELOPING A CATEGORY IS AN
EVEREST CLIMB

7. @INFLUITIVE
Scaling a SaaS company is hard…
DEVELOPING A CATEGORY IS AN
EVEREST CLIMB

8. @INFLUITIVE
WHAT DO THESE HAVE IN COMMON?

9. @INFLUITIVE
All
“transformative
empires”
aka
Multi Billion
Dollar Category
Creators

10. @INFLUITIVE
Is there a
repeatable growth
framework for
creating a
‘Transformative
Empire’?

11. @INFLUITIVE
CATEGORY CREATION: DISCOVER THE UNDERSERVED HERO.
BET ON THEIR TRANSFORMATION
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero
2
Underserved hero
become mainstream3

12. @INFLUITIVE
SALESFORCE: NO SOFTWARE, POWER TO THE SALES MGR MASSES
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero2
Underserved hero
become mainstream3

13. @INFLUITIVE
ELOQUA: TOOLS AND RESPECT FOR THE DEMAND GEN LEADER
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero2
Underserved hero
become mainstream3

14. @INFLUITIVE
INFLUITIVE: SYSTEMATIC SOCIAL PROOF - ADVOCATE MARKETING
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero2
Underserved hero
become mainstream3

15. @INFLUITIVE
Customer success
is the bedrock on
which everything
else is built

16. @INFLUITIVE
S
Leverage these
advocates
in everything
you do

17. @INFLUITIVE

18. @INFLUITIVE

19. @INFLUITIVE
Build a team of
advocates
within your
company

20. @INFLUITIVE
Value and
Experience for
Employees
Value and
Experience for
Customers

21. @INFLUITIVE
And it seems to
be working!
21

22. @INFLUITIVE
Key Idea #1 - Board
STRUCTURE
● MINIMUM number of management team members
● MINIMUM number of investors
● MAXIMUM number of independents
● SMALLEST possible size

23. @INFLUITIVE
My Board of Directors is a high functioning TEAM
Simon Chong
Alex BakerDennis
Chookaszian
Rick Faulk
David Stein

24. @INFLUITIVE
❏ SMALLEST possible size
❏ MINIMUM number of investors
❏ MAXIMUM number of independents
❏ MINIMUM number of management team members
Key Idea #1 - Board
STRUCTURE

25. @INFLUITIVE
Key Idea #2 - Board CULTURE
Build a team of
advocates within
your Board

26. @INFLUITIVE@INFLUITIVE
Mark Organ
Founder & CEO, Influitive
@markorgan