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Utah PMA Quarterly Meeting Keynote, March, 2009

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Glen Mella, President and COO of Control4, presented the inaugural Utah Product Management Association meeting. This is the keynote presentation.

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Utah PMA Quarterly Meeting Keynote, March, 2009

  1. 1. Glen Mella, President/COO - Control4 © December, 2008 - Control4
  2. 2. From Chips to Chips… A journey
  3. 3. So far… Undergrad – BYU, MBA – Northwestern CPG brand management – Frito-Lay (PepsiCo), Dial High-tech marketing – WordPerfect, Novell, TenFold CEO – Found, Inc. WordPerfect® SVP marketing & sales – SunCom/AT&T Novell ® Pres./COO – Control4 Personal passion: The intersection of consumer products and high tech 3
  4. 4. – What is “Marketing” Anyway? Mar-ket-ing [mahr-ki-ting] (-noun) 1. the act of buying or selling in a market. 2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. 4
  5. 5. How does your company go to market? Identifying unmet consumer wants/needs Delivering goods & services to meet those needs Making what you have relevant to others Winning the positioning battle in a crazy, cluttered world Building loyalty and repeat business Bonding with customers 5
  6. 6. Sales vs. Marketing Sales - build revenues over night Marketing - build brands over time 6
  7. 7. What’s in a Name? Inside marketing Category management Chief bottle washer 7
  8. 8. Who asks these questions? Inside Marketing What to build? Who is the target? Why will they care? How can we solve their pain? Outbound Marketing How do we sell? What is our position? How do we build awareness, preference & demand? Where do we find qualified prospects? 8
  9. 9. Control4 Product Development Process T-3 Product Description T-2 Feasibility T-1 Staffing and Scheduling T0 Architecture and Design T1 Prototype/Development Phase T2 Alpha Phase T3 Beta (HW)/Internal Beta (SW) T4 Release to Manufacturing (HW)/External Beta (SW) T5 Pilot (HW)/Release Candidate (SW) T6 First Customer Ship (PIT) T7 Available in Shipping Quantities (PIT) T8 End of Life 99
  10. 10. Brand Management Model R&D Manufacturing Finance Brand Manager Operations Sales Purchasing 10
  11. 11. Consumer Marketing Trade push - build sales overnight – Trade advertising – Short-term focus Consumer pull - build brand over time – Brand awareness and preference – Build and sustain franchise – Long-term focus 11
  12. 12. Consumer Marketers Measure Everything Share of Voice Share of Shelf Share of Wallet Share of Pantry Share of Stomach Share of Mind 12
  13. 13. Broad-Appeal Tactics for a Mass Audience... then and now Broadcast advertising – Network, cable, satellite TV & Radio Print, outdoor, and high-visibility offline efforts Ubiquitous branding – Used to be Coke, Nike, GE, Microsoft Now - Google, Apple, Starbucks, ebay, Facebook Targeting every household – Direct response, Web 1.0 – Frequent rewards programs Tactics and tools have changed dramatically – SEO, SEM – Social media – Blogosphere 13 – Real one-to-one marketing
  14. 14. High Tech Marketing Audiences A more complex model Trade – build sales overnight Consumer – high tech adoption curve – Purchaser vs. influencer vs. user Analysts – evangelize and critique Press – keep pulse on market Industry pundits – influencers 14
  15. 15. The IT Customer End users IS management – Network managers – Dept.-level IS Business managers – Understand process vs. technology Executive management – More savvy than ever before 15
  16. 16. Consumer vs. Business-To-Business Marketing B-2-C B-2-B Low purchase price High investment Often spontaneous purchase Usually a considered purchase Individual decision-maker Group hierarchy decision makers Low loyalty/high switching High loyalty and service component Shot-gun approach Rifle approach Low cost-per-lead High cost-per-lead Proven tactics and metrics Often fly by seat of pants 16
  17. 17. Different Metrics than Consumer Longer evaluation and sales cycles Higher cost to identify, educate, motivate, and qualify Lower hit rate for broad-reach marketing tactics Personal selling makes a difference – Conferences, events, executive calls, direct communications Harder to quantify, but this shouldn’t be an excuse! 17
  18. 18. © 2007 Control4
  19. 19. Who’s in control, anyway?...
  20. 20. Just Your Average Day at the Beach
  21. 21. Just Your Average Day at the Beach
  22. 22. Okay, Not Really an Average Day…
  23. 23. Who’s freaked out by the economy?
  24. 24. Post-WW II Recessions Recession Duration Jobless Rate Nov’48-Oct’49 11 months 7.9% Jul’53-May’54 10 months 6.1% Aug’57-Apr’58 8 months 7.5% Apr’60-Feb’61 10 months 7.1% Dec’69-Nov’70 11 months 6.1% Nov’73-Mar’75 16 months 9.0% Jan’80-Jul’80 7 months 7.8% Jul’81-Nov’82 16 months 10.8% Jul’90-Mar’91 9 months 6.9% Mar’01-Oct’01 8 months 5.4% Dec’07-present 15 months so far 8.1%
  25. 25. Own-er-ship Think, talk and act as if you OWN your business – Your functional area – Key projects, tasks and deliverables – Significant individual milestone (“My product, my store, my team”) OWN challenging issues or customer problems through to resolution – Don’t let go until resolved All shareholders are literal OWNERS of the company
  26. 26. Key Leadership Roles Managing Culture and morale Defining the Vision and Strategic Direction Ensuring adequate working capital Building the team Generating revenue! Achieving long-term profitable growth Correcting the course Resolving conflict Modeling aspirational behavior
  27. 27. Managing Culture and Morale The Control4 Values Teamwork Customer Focus Passion for Excellence Integrity Communication Agility Commitment
  28. 28. Defining Vision and Strategic Direction We will be the world’s leading platform for the digital home, by providing home automation solutions that are affordable, the easiest to use, and the easiest to install.
  29. 29. Building the team A simple formula… Look to hire people who are: Bright Motivated Nice
  30. 30. Career Success Drivers Results orientation – Driven and accountable Passion for metrics Mature ambassador Strong business acumen – Understands top AND bottom line implications Willing to take and stand and defend it, but… – Always learning and teachable Best predictor of future behavior is past performance Leaders build succession plans and teams
  31. 31. Day in the Life Determine the key indicators and measure them Improve focus and minimize distractions – 28% of knowledge worker productivity is lost daily! Get out of your silos and critique one another Maintain consistency… predict and deliver See things as they ARE and understand cause and effect React quickly when things aren’t tracking well – Trust your instincts and have a bias for rapid response If private, role play being a public company
  32. 32. Resolving Interpersonal Conflict Demand and expect perfect candor! – Sometimes challenging in UT culture Role model appropriate behavior – Remember the Golden Rule Don’t be a hypocrite; we all make mistakes Seek win-win resolutions
  33. 33. Beware of Common Snares “Victim” mentality – Who are “they” anyway? Thinking like sub-contractors – “Not my problem.” – “Someone will come along after me anyway.” Talking vs. Walking Short-term focus – Remember, you have to lap yourself next year
  34. 34. © 2007 Control4
  35. 35. ! ! New Construction Existing Multi-Dwelling Units
  36. 36. Control4 Delivers Everyday Easy!
  37. 37. " # # & '% %( # $ '% # $" %% # % ) % * ) + + " , - . !# " + # )% ( %% % /" %% 1 )% %% % #% %% %2 3 )% )% '" (% /% %4 )% / 5 - !' " 6 7 8& ) 9: ; 7 ) < & '% % '% %0 '% %! '% %$ '% %1 : ) = 40 CONFIDENTIAL
  38. 38. Global distribution 33 countries and just getting started 41 CONFIDENTIAL
  39. 39. Custom A/V dealers love Control4! 42
  40. 40. Rave Reviews and Press Coverage • New York Times • Wired • Financial Times • Business Week • CE Vision • Network World • CE Pro • RF Design • LA Times • Enterprise IT Planet • Tech Living • Wireless News 43
  41. 41. % !" & 4 / + 4" > "" / + ? . 8 - - " "" " . "" @ + + + " 5 " 5 4 7 ) / . . " 5 ! 4A 7 "5 "" " # $ 44
  42. 42. Numerous Industry Awards 45
  43. 43. The Operating System of the Home It’s good to save energy. Access your entire music Life’s better when Especially your own. collection from anywhere in the house. And we do mean anywhere. everything works together tm Heating & Air Conditioning Home Security Theater Somebody left the lights on and nobody Control your TV. Your music. wants to get up. So don’t. Your lights. Your kids. Okay, not the kids. Plumbing Control4 Lighting Multi- Access room Control Audio … and More 46 CONFIDENTIAL
  44. 44. Some of Control4’s U.S. Retail Partners 47
  45. 45. ' !" ( # ")
  46. 46. Take Ownership for Your Career Be cautious of short cuts – Build your set of knowledge and skills over time Do what you love; love what you do! Most of you have plenty of time Career development is 90% YOUR responsibility Just like business - plan, execute, and adjust
  47. 47. Be Empowered, But Keep Things in Perspective Put first things first Prioritize and schedule accordingly – Beware of burn out – Can you run at this pace for the next 5 years? Is your career a means or an end? Lowes – Let’s Build Something Together!
  48. 48. Still My Biggest Management Challenge

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