The document outlines Kristin Zhivago's "Digital Revenue Roadmap" for businesses to effectively sell to customers in today's digital environment. The roadmap centers around 11 principles, including starting with customers, meeting their and Google's expectations, treating the internet as a global conversion platform, and moving quickly while focusing on strengths. Businesses are advised to interview customers, use analytics tools, optimize for search engines, and continually improve using methods like OIMAP to manage projects at internet speed. Following these principles can help businesses overcome the risks of inaction or doing the wrong things in today's fast-paced digital landscape.

1. Digital Revolution
Revenue Roadmap
How to sell the way your customers are buying now
Kristin Zhivago
President
Cloud Potential
February 20, 2017

2. Up to Now
Selling > marketing is broken > why?
Gap > customer reality versus company reality > roadblock to revenue
Solution > interview customers > revenue roadmap > worked
Digital Revolution > Mobile has changed everything and Google is your
other “customer”
Business books seem all the same to me. I buy them all the time in Audible
and I am always disappointed. Everyone has the same things to say - like I
haven't taken business 101 a million times.
I have been thinking for many years about how lost business owners are
about their customers and how they need to market to them.
The way Zhivago has laid it all out, and the writing, are brilliant. I am
addicted now and reading every second I get.
Desiree Bryant, CMO

3. The
Digital
Revolution

4. It’s not just the
phones.
It’s not just
texting and
social and 24/7
access.
It is
consumerism
at the speed of
thought.
Want
something?
Whip out your
phone, Google
it, get what you
need.

5. Internet Speed
CUSTOMERS
COMPETITORS
GOOGLE
YOU?

6. How do you
move as fast
as your
customers?
How do you
avoid moving
at corporate
speed?

7. You take full
advantage of
the powerful
tools available
to you – and
you follow the
Digital
Revenue
Roadmap
Principles

8. Principle #1
Wars are won with principles, not tactics.

9. Principle #2
Everything starts with the
customer.

10. Principle #3
Meet customer’s
expectations,
Google’s
expectations, and
your revenue
expectations.

11. Meet Customer Expectations
• Interview customers after they buy (book)
• Use customer behavior analysis tools: Google Trends;
Google Analytics (locations, interest, site flow); HotJar;
SpyFu
• See what is working for your competitors
“resorts newport”

12. Meet Google Expectations
• Google wants to 1) know who you are, 2) what you sell, and 3) what
makes it special. Most companies never get to #1.
• Google needs proof – and you can create it.
• Lots of work, endless optimization.
• Google is your friend – they want to give customers
what they want, and if you are what they want, they
want to give you to customers.

13. Meet Revenue Expectations
• What to measure
• Map out their buying process – NOT your selling
process – build new measurements based on what
you learn
• Forecast based on their buying process - decision
points
• Don’t guess – build it and start getting market
feedback

14. Principle #4
The Internet has become a global Conversion Platform.

15. Principle #4
• Customers – who are they, what they search for,
what they do
• Search – what they search for and how, how you rank
now, what Google needs from you, top phrases in
your market, trends, domain authority, mobile-
friendliness, speed
• PPC – keywords being used to find your type of
product, ads run by competition, which ads are
working

16. Principle #4
• Conversion – What is the conversion you want? Built
into every part of your site. Time on site, click-
through/purchase rates.
• Competition – known versus unknown, how you
compare, strengths/weaknesses, mobile-friendly,
backlinks, best traffic sources
• Technology – speed, mobile, tools

17. Principle #7
Use the OIMAP method to manage (and move at Internet speed)
• Ownership – an owner for every project / task
• Insights – real facts, using today’s powerful tools
• Methodology – Scalable processes that work
• Actions – Do it. Do it now.
• Performance – Measure it, improve it

18. All the Principles
Principle #1 – Wars are won with principles, not tactics
Principle #2 – Everything starts with the customer
Principle #3 – Meet customer, Google, and revenue expectations
Principle #4 – The Internet has become a global Conversion Platform
Principle #5 – Move fast, take less risk, and get things done
Principle #6 – Collaboration, not isolation
Principle #7 – Use the OIMAP method to manage
Principle #8 – Start with your strengths, and build on them
Principle #9 – Improve your situation every day. Don’t wait for the “big solution”
Principle #10 – Use the right tool for the job
Principle #11 – Invest in people before technology

19. Principle #5
Move fast, take less risk, and get things done.

20. Principle #6
Collaboration, not isolation.

21. Principle #8
Start with your strengths and build on your strengths.

22. Principle #9
Improve
your
situation
every
day.

23. Principle #10
Use the right
tool for the job.
• Moz
• Alexa
• SpyFu
• HotJar
• Google Trends
• Google Analytics

24. Principle
#11
Invest in
people
before
technology.

25. The second
biggest risk is
doing the
wrong thing
The biggest
risk now is
doing nothing
The right principles will keep you on the right track.

26. Thank You
Kristin Zhivago
President
kristin@cloudpotential.com
401-423-2400