How to build a billion dollar category and not get f*'d

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This document discusses how to build a multi-billion dollar category and not get taken advantage of. It outlines Mark Organ's experience as the founder and CEO of Influitive, a Toronto-based startup. It then discusses how scaling a SaaS company is difficult and developing a category is like climbing Mount Everest. The document proposes that there is a repeatable framework for creating a "transformative empire" by discovering underserved customer needs, leveraging trends to help the underserved customers, and making those customers mainstream. It uses examples like Salesforce, Eloqua, and Influitive itself to illustrate this framework. The document emphasizes that customer success is critical and advocates should be leveraged across the business.

Marketing

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

@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

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

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

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

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

@INFLUITIVE
WHAT DO THESE HAVE IN COMMON?

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

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

@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

@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

@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

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

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

@INFLUITIVE
S
Leverage these
advocates
in everything
you do

@INFLUITIVE
Build a team of
advocates
within your
company

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

@INFLUITIVE
And it seems to
be working!
21

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

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

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

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

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

Is it possible to create a category from scratch, with a step-by-step approach? In this keynote presentation from the Pulse Europe 2016 conference, Mark Organ goes through examples from his career at Eloqua and Influitive, plus Tesla, Salesforce, the Mongol Empire and the spread of Africanized killer bees to describe the process. One of the key links between the 'transformative empires' on the business side is the centrality of advocacy to scaling the category.

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There is little that is more rewarding for entrepreneurs and executives than creating an entirely new category, fueled by disruptive innovation. Consider the new giants of our time, like salesforce.com, Tesla and Uber, and the incredible value created by their leaders. We have invited back serial entrepreneur Mark Organ to deliver a sequel to his top-rated presentation last year on category creation. In this session you will learn not just how to define and build your category, but how to dominate it. How do you market differently when building a category versus entering an existing one? How to craft messaging to appeal to the missionaries you need to build your category and company? How to leverage your customer advocates and key influencers to grow efficiently? Mark will answer these questions and much more.

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How to build a billion dollar category and not get f*'d

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

How to build a billion dollar category and not get f*'d

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