hostingcon 2013: rise of the cro & marketing with metrics
TRANSCRIPT
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
HostingCon 2013:Rise of the CRO: Marketing with Metrics
Kyle YorkChief Revenue Officer@kyork20 @Dyninc
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
What I’m Selling You Today
• It’s not just about scaling technology• Marketing vs. sales… heck no!• Metrics driven marketing• Why one person should own all customer
facing departments • The importance of the Chief Revenue Officer
position
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Who is @kyork20?
• Today: nearly 230 employees, 60+ in sales, marketing, client services, 3 worldwide offices, revenue bookings of $30+ million in 2012
• Advisor, Investor, Entrepreneur in Manchester, NH• I’m still learning and figuring it all out
Chief Revenue OfficerStarted in 2008
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Dr. Jekyll & Mr. Hyde
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
The Most Reputable Sender in the World
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Gaining Credibility
How do you market marketing?
Marketing Is Art Not Science
“[Dominique] Turpin expounds a view held by many - that marketing is “more art than
science” and therefore its worth cannot be accurately measured.”
– Marketing Week
Percentage of budget devoted to marketing
Average B2B Company3.6%
Dyn 9.26 %
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Qualitative & Quantitative Measurement
What’s your brands value?
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Use Data To Focus Your Efforts
“On average, transactional email brings in 288% more
revenue than bulk mail.”
-experian.com
“Spam accounts for about 70% of emails sent
today.” -securelist.com
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
• Tweet Nerdy To Me
• No leads, no awareness, no good
Success vs Failure
Success Failure
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Marketing Drives Sales
• Marketing generated 55% of new customers in 2012
• Tools group – Can we turn marketing into a profit center?
The Importance of the CRO$ - New, Upsell, Cross Sell, Renewal
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Sales vs. Marketing
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Numbers Are PowerHaving a hold on sales and marketing makes life easier
Retention is King
In a subscription economy retention is king
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
CRO: Makes Me Whole Again
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Final Takeaways
• Measure your marketing efforts (kind of)• Have marketing work with sales…• not against them• Create a Chief Revenue Officer position• … If you can find a unicorn!
HostingCon 2013: Rise Of The CRO@DynInc @KYork20
Shameless Plug
Dyn is hosting our very first User Conference: GEEK SUMMER CAMP
www.geeksummercamp.comHear talks from Dean Kamen,
Cricket Liu, Joshua Baer and more!