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GoToMarket Operations: Unifying the Customer Journey across Marketing, Sales, and Customer Success

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(Note: slide share screwed up the formatting of the slides. For a cleaner version see my google slides: https://docs.google.com/presentation/d/1RcttXkUhNXQ-wrAEwT6sKlK92OEml7eUNlEGVOASLAY/edit?usp=sharing)

Presented at MarTech conference on 2018.04.25
“How do we create better customer experiences amongst an increasingly non-linear customer journey and fragmented technology stacks?”

In this talk, Tomasz Tunguz of Redpoint ventures and Isaac Wyatt of HashiCorp present three frameworks to unify the three functions of a Go-to-Market organization to a singular customer journey that creates more value for the customer, and by extension the business, and also a potential career path for a -ops practitioner to the C-suite.

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GoToMarket Operations: Unifying the Customer Journey across Marketing, Sales, and Customer Success

  1. 1. The Go-To-Market Stack Unifying Marketing, Sales, & Customer Operations @Ttunguz | @IsaacWyatt
  2. 2. Tomasz Tunguz Partner Redpoint Ventures Isaac Wyatt Sr. Director, Strategy & Ops HashiCorp @Ttunguz | @IsaacWyatt 3 Mktg Customer Success Sales
  3. 3. @Ttunguz | @IsaacWyatt “How do we create better customer experiences amongst an increasingly non-linear customer journey and fragmented technology stacks?”
  4. 4. Local Maxima - Optimizing for website conversions - Owned by digital, growth Global Maxima - Optimizing for customer value - Owned by new function: - Customer Operations From Local to Global @Ttunguz | @IsaacWyatt
  5. 5. How does this role create more value? @Ttunguz | @IsaacWyatt - Orchestrate Marketing, Sales, and Customer success - Provide insight and metrics across entire customer journey - Measure customer health and sales efficiency
  6. 6. @Ttunguz | @IsaacWyatt “What is required to do build it?”
  7. 7. Supporting Frameworks 1) A framework to identify customer value creation, and the supporting customer journey 1) A technology and data strategy to unify the customer journey across all (digital) customer touchpoints 1) A measurement framework to inform action and understand global (and local!) results @Ttunguz | @IsaacWyatt
  8. 8. Supporting Frameworks @Ttunguz | @IsaacWyatt 1. Develop a compelling narrative 1. Describe the personas 1. Create content for personas about narrative 1. Syndicate message across channels to maximize reach 1. Analyze, orchestrate, scale, optimize, repeat 1) A framework to identify customer value creation, and the supporting customer journey 1) A technology and data strategy to unify the customer journey across all (digital) customer touchpoints 1) A measurement framework to inform action and understand global (and local!) results
  9. 9. @Ttunguz | @IsaacWyatt 2. Describe the persona1. Develop the narrative 3. Create content to facilitate narrative through journey 5. Analyze, orchestrate, scale, optimize, repeat 4. Syndicate the content across channels
  10. 10. Supporting Frameworks 1. Systems that measure key points in customer journey (Systems of Record) 1. Systems that facilitate movement through key points (Systems of Engagement) 1. A unifying set of business and systems rules that identify mutually exclusive, collectively exhaustive customer stages @Ttunguz | @IsaacWyatt 1) A framework to identify customer value creation, and the supporting customer journey 1) A technology and data strategy to unify the customer journey across all (digital) customer touchpoints 1) A measurement framework to inform action and understand global (and local!) results
  11. 11. @Ttunguz | @IsaacWyatt Unified customer data across SoR, SoE Marketing Sales Customer Success Customer Macro-Stage System of Record System of Record System of Record Systems of Engagement Systems of Engagement Systems of Engagement Customer Data Platform Systems of Intelligence Org Function System describing where customer is in journey Systems which interact directly with customer in different digital channels Systems processing data (Automation, ETL, Biz Logic, etc) Business IntelligenceAnalytics & Reporting
  12. 12. Supporting Frameworks 1. Global Journey Throughput: a. Sales Efficiency b. NPS c. Revenue 1. Local Optimization a. Varies by channel/function b. Incremental lift compared to global journey throughput @Ttunguz | @IsaacWyatt 1) A framework to identify customer value creation, and the supporting customer journey 1) A technology and data strategy to unify the customer journey across all (digital) customer touchpoints 1) A measurement framework to inform action and understand global (and local!) results
  13. 13. @Ttunguz | @IsaacWyatt “What would be the career path for this role?”
  14. 14. Possible Career Paths (Speculative) @Ttunguz | @IsaacWyatt Marketing Ops Sales Ops Customer Success Ops GoToMarket Strategy & Ops Customer Ops Revenue Ops Revenue Marketing COO CRO ??? Local Maxima Global Maxima
  15. 15. @Ttunguz | @IsaacWyatt These roles have same focus: “Create customer experiences aligned to a journey that yields higher throughput for global customer and business value creation”
  16. 16. programmed by: In association with: &
  17. 17. Resources @Ttunguz | @IsaacWyatt http://tomtunguz.com/marketing-roadmap/ http://tomtunguz.com/cro-customer-ops/ http://tomtunguz.com/customer-operations/ http://www.dwmkerr.com/the-death-of-microservice-madness-in-2018/ https://www.inc.com/jacob-morgan/the-game-of-business-has-changed.html http://www.dwmkerr.com/the-death-of-microservice-madness-in-2018/ http://go.radius.com/rs/764-MES-613/images/The-Rise-of-Revenue-Ops-Why- Marketing-and-Sales-Operations-Make-Growth-Possible.pdf

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