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Deliberate Growth Network
- 1. INTRODUCING THE DELIBERATE GROWTH FRAMEWORK Lincoln Murphy, Founder Sixteen Ventures
- 3. 100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being DELIBERATE.
- 4. Deliberate = “done consciously and intentionally” http://sixteenventures.com/
- 5. Customer Success Desired Outcome Eliminate FOMO Ideal Customer Deliberate Growth Framework Get Deliberate http://sixteenventures.com/
- 6. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
- 7. Why Get Deliberate? • Throwing a bunch of stuff at the wall and seeing what sticks is for amateurs • It wastes time, resources, energy, money, etc. Deliberate Growth Framework http://sixteenventures.com/
- 8. Question! How many of you believe that, given enough time, money, and resources, anything is possible? Deliberate Growth Framework http://sixteenventures.com/
- 9. Why Get Deliberate? • Grow because of – not in-spite - of your efforts • No More Sloppy Progress! Deliberate Growth Framework http://sixteenventures.com/
- 10. Sloppy Progress • Accepting any growth as good growth • Focusing on Vanity Metrics • Seeds of Churn are Planted Early Deliberate Growth Framework http://sixteenventures.com/
- 11. Deliberate Growth Framework Churn = Bad http://sixteenventures.com/
- 12. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
- 13. Startups are a Business The Product / Market Fit Fallacy Copyright © 2016 Sixteen Ventures. All rights reserved.
- 14. You’ve got 99 Problems… but Product / Market Fit isn’t One Copyright © 2016 Sixteen Ventures. All rights reserved. 99 PROBLEMS
- 15. Startups need Churn to Learn? No. This is a dangerous lie. Copyright © 2016 Sixteen Ventures. All rights reserved.
- 16. Customer Churn Kills! • Company Value • Total Addressable Market • Employee (and Founder) Morale • Time! Copyright © 2016 Sixteen Ventures. All rights reserved.
- 17. Customer Success is not Required •You will not FAIL without it •But you will not THRIVE Copyright © 2016 Sixteen Ventures. All rights reserved.
- 18. Without Customer Success you will end-up… AVERAGE!!!!! Copyright © 2016 Sixteen Ventures. All rights reserved. AVERAGE SUCKS!
- 19. Customer Success is when your customers achieve their Desired Outcome through their interactions with your company. Deliberate Growth Framework http://sixteenventures.com/
- 20. Customer Success Management is the proactive orchestration of the customer’s journey toward their ever-evolving Desired Outcome. Deliberate Growth Framework http://sixteenventures.com/
- 21. Customer Success is Hot Deliberate Growth Framework • Part of the SaaS Business Model now • Driver of Customer Lifetime Value (LTV) • Longer Lifetime • Account Expansion • Customer-driven Growth http://sixteenventures.com/
- 22. When to do Customer Success? Deliberate Growth Framework • Before you Launch (or Now) • Churn Kills • Company Value • Morale • Total Addressable Market http://sixteenventures.com/
- 23. When to do Customer Success? Deliberate Growth Framework • Only Acquire Customers with Success Potential • Technical Fit • Functional Fit • Experience Fit • Support Fit http://sixteenventures.com/
- 24. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
- 25. Deliberate Growth Framework http://sixteenventures.com/
- 26. The Success Gap Deliberate Growth Framework • Their Desired Outcome may only be achieved outside of your product • The best companies understand & bridge this gap http://sixteenventures.com/
- 27. Protip: How to use Desired Outcome in your Marketing Deliberate Growth Framework http://sixteenventures.com/
- 28. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier Deliberate Growth Framework http://sixteenventures.com/
- 29. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937 Deliberate Growth Framework http://sixteenventures.com/
- 30. Success = Their Desired Outcome http://sixteenventures.com/
- 31. Success = Their Desired Outcome http://sixteenventures.com/
- 32. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
- 33. Question! How many of you know what FOMO means? Deliberate Growth Framework http://sixteenventures.com/
- 34. What is FOMO? Deliberate Growth Framework • Fear of Missing Out • “… we must sign that customer no matter what” • “… ‘go wide’ … don’t narrow your focus” • “… take that custom dev …” http://sixteenventures.com/
- 35. Question! How many of you have experience FOMO before? Deliberate Growth Framework http://sixteenventures.com/
- 37. The Reality of FOMO Deliberate Growth Framework • You ARE missing out by not focusing • Real, Actionable Insights • It’s better to not sign a customer who’s a bad fit now and possibly sign them later when they are a good fit http://sixteenventures.com/
- 38. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
- 39. Question! How many of you have developed an Ideal Customer profile? Deliberate Growth Framework http://sixteenventures.com/
- 40. What is an Ideal Customer? Deliberate Growth Framework The customer type that – over a strictly- defined time frame - you will dedicate Sales and Marketing Resources to acquire. http://sixteenventures.com/
- 41. Ideal Customer Profile Framework Goal + Time + Maturity = Situation http://sixteenventures.com/
- 42. Deliberate Growth Framework Ideal Customer Profile Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential http://sixteenventures.com/
- 43. Ideal Customer Profile Framework Ideal Customer Profile Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential Situation http://sixteenventures.com/
- 44. Ideal Customer Profile Framework Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal? http://sixteenventures.com/
- 45. Ideal Customer Profile is Powerful Deliberate Growth Framework • Deliberate Customer Acquisition! • Generally you can only test tactics; this allows you to test customers • Kills FOMO because it’s temporary http://sixteenventures.com/
- 46. Is this just Persona Mapping? Deliberate Growth Framework • No. • Persona mapping comes AFTER you’ve identified your Ideal Customer • Personas are different depending on customer type http://sixteenventures.com/
- 47. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
- 48. @lincolnmurphy Lincoln Murphy, Founder Sixteen Ventures