Tim Barker
Chief Product Officer
DataSift
@timbarker
5 secrets for
GUARANTEED*
SaaS Success
* conditions apply

10 years in Enterprise SaaS
Founded 3 Companies
CPO at DataSift: Big Data for Social data
Last company acquired by salesforce.com
5 years in US HQ, UK
Product Strategy for Content/Collab
EMEA Marketing
Engineer by Trade
About me

Social data is hard to analyze
Big. Fast. Messy. Text.
Relevant. Rich. Integrated.
Data

Big Data for streaming, social data
Aggregate DeliverProcess
>1Bn items daily Unique high-performance filtering
engine and language for real-time
and historical data processing
Deliver enriched,
refined data into
your business for
analysis

Business Building Menu Du
Jour
Value Proposition
Agile - MVP
Product / Market Fit
Build Awareness. PR & Content
Lead Generation & Nurturing
Data-driven product improvement
Pipeline & MRR Building
Iterate

Everyone is doing PR

Everyone is doing email marketing

Everyone is doing content marketing

Everyone is doing social marketing

salesforce.com grew to $1Bn Revenue
withLimited Marketing Automation
NO Single View for Analytic
NO “Growth Hackers”

Top Down
Market Making
Positioning, Awareness, Sales Enablement, Momentum.
Bottom Up
Data-Driven Marketing
Adoption, Conversion, A/B Testing, Funnel
Choose your marketing

Top Down

Bottom Up

You can’t
optimize yourself
to greatness

5 secrets for
GUARANTEED*
SaaS Success

#1
Industry
Transformation
(name and claim the future)

Internet
Mobile
Social changes
everything

Enterprise
Cloud Computing
1960s
Mainframe
1980s
Client/Server
Today
Salesforce.com Mission:
Cloud Computing Driver, Catalyst, and Evangelist

Market Relevance
Emotional Hook

Zuora

Nothing creates
angst better than a
crack
in the ground

What about
your company?
Your customers and
employees are social.
The Social Divide: Customers and Companies

Hubspot wrote the book

SalesHood – write the book

#2
Customers
sell for you
(“Always lead with customer success”)

Video First – success stories, not case studies

#3
Momentum
(Drumbeat)

PR Stack-Rank
Controversy
Acquisition
Financing / Funding
Original Research
Customers / Partners
Product Launch
Hiring
Metrics

40% Customers
60% Prospects
proprietary events beat
3rd party events

Can get expensive….

Exclusive:
CXO Council /
Roundtable
Community:
Customers +
Prospects + Beers

Open Source your Event.
Bigdataweek.com

socialdataweek.com –
17 Global Events. 1500+
Attendees.

#4
Focus

#4
Not Focus.
Alignment.

Vision
Values
Methods
Obstacle
s
V2MOM =

Vision
Themes
Objective
sMetrics
VTOM =

Vision (for the year)
Real-time customer data has the potential to transform
companies and industries.
Social, Mobile and Device data is just the start.
In 2014, we are expanding beyond social. Build and launch our
proposition and platform to process any human-created data.
Themes
1. Human-data platform | 2. Dominate Social | 3. Scale for
Growth

Objectives
Stack rank of 3-10 priorities for the company
What will move the needle
Metrics
Each Objective has metrics

Cascade through company
Visible to all
Basis for perf. reviews

#5
Web Pipeline
Machine

1. Generate Buzz
2. Drive to website
1. Follow up with humans

Reached $1Bn Revenue with
NO Marketing Automation
NO Big Data Analytics
Inside Sales (SRs) call everyon

#1 Industry Transformation
#2 Customers sell for you
#3 Momentum
#4 Alignment
#5 Web Pipeline Machine
Use these wisely.
Questions?

Questions?
Contact me
@timbarker
tim.barker@datasift.com