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Sales and Marketing Jujitsu for Startups


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Startups seem to be disadvantaged in sales and marketing because of their small budget and smaller teams. But startups have unique strengths they can leverage to beat event the largest players in their markets

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Sales and Marketing Jujitsu for Startups

  1. April Dunford @aprildunford Small Budget, Big Impact Sales & Marketing Jujitsu for Startups
  2. Who am I and Why Should You Care? 6 Startups 4 exits Some Big Companies 9 Product Launches Currently: COO Tulip Retail @aprildunford
  3. Using an Opponents’ Energy Against Them, Rather than Directly Opposing it. Jujitsu is the Art of
  4. Big Companies Seem Powerful
  5. Team: Gigantic Budget: Massive Customer base: Bazillions Brand Recognition: Everyone Products: Families of Full-Featured Products Ecosystem: SI’s, ISV’s, VAR’s, Extension Providers Team: Tiny, Sleep deprived Budget: Nonexistent Customer base: Your Mom Brand Recognition: Not Even Your Mom Products: An MVP that does pretty much nothing Ecosystem: You don’t know what that means but you’re pretty sure you don’t have one Big Company XYZ Your Startup
  6. But Those Strengths Are Also Weaknesses
  7. Team: Gigantic Budget: Massive Customer base: Bazillions Brand Recognition: Everyone Products: Many, Full-Featured Products Ecosystem: SI’s, ISV’s, VAR’s, Extension Providers Slowed by bureaucracy and politics Wasted on ineffective generic tactics Few personal relationships with them Can’t move outside that brand Bloated, overly complex products that even employees don’t understand Market feedback loop is slow and ineffective Big Company Strength But…
  8. Startups Have Unique Strengths
  9. But Not All Startups Leverage Them
  10. How Do We Do That?
  11. Be Smarter
  12. Talking to Prospects is So Easy (You Should Try it)
  13. Ask Open Ended Questions Customer Discovery Tips Focus on Problems (Not Solutions) Talk Less, Listen More DO NOT SELL
  14. Be More Focused
  15. Choosing a Market What is it about your Segment that makes them love your Product? What is it about your Product that makes it loved by your Segment?
  16. Worry about the Next 10 Don’t Worry About How to Get 1,000,000 Customers
  17. Founder-Sell Early Customers Because Everyone Loves a Non-Salesy Sales Person
  18. Understand The Buying Process No Need Need Eval Buy Enjoy Re-new Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I can’t do without the offering Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
  19. Mapping Marketing The Buying Process Buying Stage No Need, Need Eval, Buy Enjoy, Refer, Renew What Problem-Focused Content and Programs Solution-Focused Content and Programs Activation & Engagement-focused Content, Programs Examples Articles, blog posts, Industry data, trend reports, curated content Articles, blog posts, webinars, events, case studies, ROI calculators, advertising Support content, How to guides, Best practices guides Forums, User Conferences Where Where prospects are Partly where they are, partly your turf Mainly your turf Purpose Entertain, Educate, Engage Educate, differentiate, move to eval or sell Experience value, create raving fans Action Permission to “market”: likes, follows, newsletter/blog signups Permission to “sell”: give contact info, trial sign-up, purchase Renewals, Referrals
  20. Be Faster
  21. Implement a Rapid Cycle Document Inputs, Assumptions Choose Tactics Execute Tactics Measure Results Analyze and Check Assumptions •  Segmentation •  Buying Process •  Accelerators/