Throw out the marketing textbooks. Your role isn't to sell something, it is to help people solve a problem that really matters to them. If you can embrace an authentic, customer-driven mission, your brand will grow faster, your marketing team will be healthier and your budget will be easy to control. Robson will reflect on using this approach to scale two of the fastest growing SaaS businesses of the past decade - Concur (acquired by SAP for $8.3 Billion) and New Relic (s $5.5 Billion digital intelligence company).

1. ©2008–18 New Relic, Inc. All rights reserved
Stop Selling, Start Helping:
Marketing @ Scale
Robson Grieve
CMO, New Relic

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3. My journey…so far

4. 4
We’re Here to Talk About Scale

5. What happens
when you get
in a rush to grow?

6. 6
You put a ton of pressure on prospects

7. 7
You get in the lead math trap.
x per lead
y leads

8. 8
You just bought another hockey stick…

9. You’re doing
it wrong.

10. Three ways to
increase effectiveness and
decrease costs

11. Rule # 1:
Knowwhatjobyoudoforyourcustomers
Nobody ever went to the store thinking, “I need
to buy something from the yellow fats
category.”
– Clayton Christensen

14. Rule # 2:
Developtherightculturearoundmarketingbudget

15. When it comes to budget,
thinking small is powerful

16. Rule # 3:
Focusyourmarketingaroundhelpingcustomers.

17. Your customers
have a complex
set of needs

18. Transformation!
Understanding Market
Landscape
Real-time Problem Solving
The New Relic
approach to
needs-based
content

19. Proof!

20. Rules for marketing @ scale.
Know what job you do.
Build the right culture around budget.
Focus marketing on helping customers.