![Page 1: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/1.jpg)
���������� � �������������
���������� � �������������
© December, 2008 - Control4
Glen Mella, President/COO - Control4
![Page 2: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/2.jpg)
From Chips to Chips… A journeyFrom Chips to Chips… A journey
![Page 3: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/3.jpg)
So far…So far…
Undergrad – BYU, MBA – Northwestern CPG brand management – Frito-Lay (PepsiCo), DialHigh-tech marketing – WordPerfect, Novell, TenFoldCEO – Found, Inc. WordPerfect®
3
CEO – Found, Inc. SVP marketing & sales – SunCom/AT&TPres./COO – Control4
Personal passion: The intersection of consumer products and high tech
WordPerfect®Novell®
�������
![Page 4: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/4.jpg)
What is “Marketing” Anyway?What is “Marketing” Anyway?
Mar-ket-ing [mahr-ki-ting] (-noun)
–�����–�����
1. the act of buying or selling in a market.
4
1. the act of buying or selling in a market.2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
![Page 5: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/5.jpg)
How does your company go to market?How does your company go to market?
Identifying unmet consumer wants/needsDelivering goods & services to meet those needsMaking what you have relevant to others
5
Making what you have relevant to othersWinning the positioning battle in a crazy, cluttered worldBuilding loyalty and repeat businessBonding with customers
![Page 6: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/6.jpg)
Sales vs. MarketingSales vs. Marketing
Sales - build revenues over night
6
Marketing - build brands over time
![Page 7: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/7.jpg)
What’s in a Name?What’s in a Name?
Inside marketing
Category management
7
Category management
Chief bottle washer
![Page 8: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/8.jpg)
Who asks these questions?Who asks these questions?
Inside MarketingWhat to build?Who is the target?Why will they care?Why will they care?How can we solve their pain?
Outbound MarketingHow do we sell?What is our position?How do we build awareness, preference & demand?Where do we find qualified prospects?
8
![Page 9: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/9.jpg)
Control4 Product Development ProcessControl4 Product Development Process
T-3 Product DescriptionT-2 FeasibilityT-1 Staffing and SchedulingT0 Architecture and DesignT1 Prototype/Development Phase
99
T2 Alpha PhaseT3 Beta (HW)/Internal Beta (SW)T4 Release to Manufacturing (HW)/External Beta (SW)T5 Pilot (HW)/Release Candidate (SW)T6 First Customer Ship (PIT)T7 Available in Shipping Quantities (PIT)T8 End of Life
![Page 10: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/10.jpg)
Brand Management ModelBrand Management Model
ManufacturingR&D
10
Brand ManagerFinance
Sales Purchasing
Operations
![Page 11: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/11.jpg)
Consumer MarketingConsumer Marketing
Trade push - build sales overnight– Trade advertising– Short-term focus
Consumer pull - build brand over time
11
Consumer pull - build brand over time– Brand awareness and preference– Build and sustain franchise– Long-term focus
![Page 12: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/12.jpg)
Consumer Marketers Measure EverythingConsumer Marketers Measure Everything
Share of VoiceShare of ShelfShare of Wallet
12
Share of WalletShare of PantryShare of StomachShare of Mind
![Page 13: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/13.jpg)
Broad-Appeal Tactics for a Mass Audience... then and nowBroad-Appeal Tactics for a Mass Audience... then and now
Broadcast advertising – Network, cable, satellite TV & RadioPrint, outdoor, and high-visibility offline effortsUbiquitous branding – Used to be Coke, Nike, GE, Microsoft
Now - Google, Apple, Starbucks, ebay, FacebookTargeting every household
13
Targeting every household– Direct response, Web 1.0– Frequent rewards programs
Tactics and tools have changed dramatically– SEO, SEM– Social media– Blogosphere– Real one-to-one marketing
![Page 14: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/14.jpg)
High Tech Marketing AudiencesA more complex modelHigh Tech Marketing AudiencesA more complex model
Trade – build sales overnightConsumer – high tech adoption curve– Purchaser vs. influencer vs. user
14
Analysts – evangelize and critiquePress – keep pulse on marketIndustry pundits – influencers
![Page 15: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/15.jpg)
The IT CustomerThe IT Customer
End usersIS management– Network managers– Dept.-level IS
15
– Dept.-level ISBusiness managers– Understand process vs.
technologyExecutive management– More savvy than ever
before
![Page 16: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/16.jpg)
Consumer vs. Business-To-Business Marketing Consumer vs. Business-To-Business Marketing
Low purchase priceOften spontaneous purchaseIndividual decision-makerLow loyalty/high switching
High investmentUsually a considered purchaseGroup hierarchy decision makersHigh loyalty and service component
B-2-C B-2-B
16
Low loyalty/high switchingShot-gun approachLow cost-per-leadProven tactics and metrics
High loyalty and service componentRifle approachHigh cost-per-leadOften fly by seat of pants
![Page 17: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/17.jpg)
Different Metrics than ConsumerDifferent Metrics than Consumer
Longer evaluation and sales cyclesHigher cost to identify, educate, motivate, and qualifyLower hit rate for broad-reach marketing tacticsPersonal selling makes a difference
17
Personal selling makes a difference– Conferences, events, executive calls, direct
communicationsHarder to quantify, but this shouldn’t be an excuse!
![Page 18: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/18.jpg)
����� �� ��������� �����
����� �� ��������� �����
© 2007 Control4
![Page 19: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/19.jpg)
Who’s in control, anyway?...Who’s in control, anyway?...
![Page 20: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/20.jpg)
Just Your Average Day at the BeachJust Your Average Day at the Beach
![Page 21: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/21.jpg)
Just Your Average Day at the BeachJust Your Average Day at the Beach
![Page 22: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/22.jpg)
Okay, Not Really an Average Day…Okay, Not Really an Average Day…
![Page 23: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/23.jpg)
![Page 24: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/24.jpg)
![Page 25: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/25.jpg)
Who’s freaked out by the economy?Who’s freaked out by the economy?
![Page 26: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/26.jpg)
Post-WW II RecessionsPost-WW II Recessions
Recession Duration Jobless Rate
Nov’48-Oct’49 11 months 7.9%
Jul’53-May’54 10 months 6.1%
Aug’57-Apr’58 8 months 7.5%
Apr’60-Feb’61 10 months 7.1%
Dec’69-Nov’70 11 months 6.1%
Nov’73-Mar’75 16 months 9.0%
Jan’80-Jul’80 7 months 7.8%
Jul’81-Nov’82 16 months 10.8%
Jul’90-Mar’91 9 months 6.9%
Mar’01-Oct’01 8 months 5.4%
Dec’07-present 15 months so far 8.1%
![Page 27: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/27.jpg)
Own-er-shipOwn-er-ship
Think, talk and act as if you OWN your business– Your functional area– Key projects, tasks and deliverables– Significant individual milestone (“My product, my store,
my team”)my team”)
OWN challenging issues or customer problems through to resolution – Don’t let go until resolved
All shareholders are literal OWNERS of the company
![Page 28: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/28.jpg)
Key Leadership RolesKey Leadership Roles
Managing Culture and moraleDefining the Vision and Strategic DirectionEnsuring adequate working capitalBuilding the teamBuilding the teamGenerating revenue!Achieving long-term profitable growthCorrecting the courseResolving conflictModeling aspirational behavior
![Page 29: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/29.jpg)
Managing Culture and MoraleManaging Culture and Morale
The Control4 ValuesTeamworkCustomer FocusPassion for ExcellencePassion for ExcellenceIntegrityCommunicationAgilityCommitment
![Page 30: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/30.jpg)
Defining Vision and Strategic DirectionDefining Vision and Strategic Direction
We will be the world’s leading platform for the digital home, by providing for the digital home, by providing
home automation solutions that are affordable, the easiest to use, and the
easiest to install.
![Page 31: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/31.jpg)
Building the teamBuilding the team
A simple formula…
Look to hire people who are:
BrightMotivatedNice
![Page 32: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/32.jpg)
Career Success DriversCareer Success Drivers
Results orientation– Driven and accountable
Passion for metricsMature ambassadorStrong business acumen Strong business acumen – Understands top AND bottom line implications
Willing to take and stand and defend it, but…– Always learning and teachable
Best predictor of future behavior is past performance
Leaders build succession plans and teams
![Page 33: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/33.jpg)
Day in the LifeDay in the Life
Determine the key indicators and measure themImprove focus and minimize distractions– 28% of knowledge worker productivity is lost daily!
Get out of your silos and critique one anotherMaintain consistency… predict and deliverMaintain consistency… predict and deliverSee things as they ARE and understand cause and effectReact quickly when things aren’t tracking well– Trust your instincts and have a bias for rapid response
If private, role play being a public company
![Page 34: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/34.jpg)
Resolving Interpersonal ConflictResolving Interpersonal Conflict
Demand and expect perfect candor!– Sometimes challenging in UT culture
Role model appropriate behavior– Remember the Golden Rule–
Don’t be a hypocrite; we all make mistakesSeek win-win resolutions
![Page 35: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/35.jpg)
Beware of Common SnaresBeware of Common Snares
“Victim” mentality– Who are “they” anyway?
Thinking like sub-contractors– “Not my problem.”––– “Someone will come along after me anyway.”
Talking vs. WalkingShort-term focus– Remember, you have to lap yourself next year
![Page 36: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/36.jpg)
��� ������ ������������ ������ ���������
����������������
© 2007 Control4
��� ������ ������������ ������ ���������
![Page 37: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/37.jpg)
� �������� �������� ��������� ���������������������� �������� �������� ��������� ���������������������
![Page 38: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/38.jpg)
�������� �!���� �� �������� �!���������������� �!���� �� �������� �!��������
New Construction Existing Multi-Dwelling Units
![Page 39: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/39.jpg)
Control4 Delivers Everyday Easy!Control4 Delivers Everyday Easy!
���������������� ��
��� �����������
����� ������� �� ������
�����
���� ���� ���
���������������� ������� ���
���� ������������ �
�� �� ������
������ ����������������
�������������
![Page 40: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/40.jpg)
� !"#
�$%"%
�����"��# �#� ������"��# �#� �
&���������������'%%(
'#%����������
�����#) %%������������*�� ��������)�+����+����������"
�,����������� ���������� ���- ����� �.��� ��
������ # �� �$�����
�������������
�!"'
�'("%
�/%"%
� !"#
'%% '%%0 '%%! '%%$ '%%1���
�,����������� ���������� ���- ����� �.��� ��+� �#%)%%%�(����� �������� �
�����1%)%%%�������� ��������������
����� �#)%%%)%%%�2��3�������������� �������
/)%%%�4/��� 5����� �-������������
6���� ��7���� ���8�&����� �������� ��)��9:�;7� ����� )�&��<��������������:�� ����)��������
�� ��� ���=�� ��
40CONFIDENTIAL
![Page 41: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/41.jpg)
Global distribution33 countries and just getting started ����Global distribution33 countries and just getting started ����
41CONFIDENTIAL
![Page 42: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/42.jpg)
Custom A/V dealers love Control4!Custom A/V dealers love Control4!
42
![Page 43: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/43.jpg)
Rave Reviews and Press CoverageRave Reviews and Press Coverage
• New York Times• Wired• Financial Times• Business Week• CE Vision• Network World• CE Pro
43
• CE Pro• RF Design• LA Times• Enterprise IT
Planet• Tech Living• Wireless News
![Page 44: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/44.jpg)
%���� ��� �� �!"����&%���� ��� �� �!"����&
4��� ���/����������+� �� ���������8��������- �-������� ��"""�.�������������� �������� ��� ������� ���� ���������+��������������������� ��������� "5���� �������������
4"""�>��� ���/?�+����.������ ������������������� ��� ���"""� � � �@��� ������� ��� ����+������+������"5
������������� ������������� ���������
47���������� �������������������������������������� ���� ��� ���)���� ���/�����.�� ������������� ���������.��"5���������� �� ����!� �� ������
47 A�������� ���������� ���"""5"�����#��$
44
![Page 45: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/45.jpg)
Numerous Industry AwardsNumerous Industry Awards
45
![Page 46: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/46.jpg)
The Operating System of the HomeThe Operating System of the Home
Heating & Air Conditioning
Home
Access your entire music collection from anywhere in the
house. And we do mean anywhere.
It’s good to save energy.
Especially your own.Life’s better when everything works together tm
46
Control4
Security
Lighting
Access Control
… and More
Multi-room Audio
Plumbing
Home Theater
Somebody left the lights on and nobody wants to get up. So don’t.Control your TV. Your music.
Your lights. Your kids. Okay, not the kids.
CONFIDENTIAL
![Page 47: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/47.jpg)
Some of Control4’s U.S. Retail PartnersSome of Control4’s U.S. Retail Partners
������������
47
![Page 48: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/48.jpg)
'� ��� ������!"�� ������� (���������
����� � ��������# ���� ��� ������"�) ���������� ����� �
'� ��� ������!"�� ������� (���������
����� � ��������# ���� ��� ������"�) ���������� ����� �
![Page 49: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/49.jpg)
Take Ownership for Your CareerTake Ownership for Your Career
Be cautious of short cuts– Build your set of knowledge and skills over time
Do what you love; love what you do!Most of you have plenty of time �Career development is 90% YOUR responsibilityJust like business - plan, execute, and adjust
![Page 50: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/50.jpg)
Be Empowered, But Keep Things in PerspectiveBe Empowered, But Keep Things in Perspective
Put first things firstPrioritize and schedule accordingly– Beware of burn out– Can you run at this pace for the next 5 years?– Can you run at this pace for the next 5 years?
Is your career a means or an end?
Lowes – Let’s Build Something Together!
![Page 51: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/51.jpg)
Still My Biggest Management ChallengeStill My Biggest Management Challenge
![Page 52: Utah PMA Quarterly Meeting Keynote, March, 2009](https://reader034.vdocuments.site/reader034/viewer/2022042713/547cf10f5906b557378b45b6/html5/thumbnails/52.jpg)