w. sean ford - myopic marketing revisited
TRANSCRIPT
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MYOPIC MARKETING REVISITEDThe Fight for Strategic Relevance and a Happy Life
W. Sean FordSVP and CMO, LogMeIn
relevantare you?
how
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do you know?how
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1 THE DANGER
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Slippery Slope of Marketing Irrelevance
Growth
Expense
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2 THE DEFINITION
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MARKETING MYOPIAA short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants.
-Theodore Levitt
“
“
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THE BABY CAGEIn vogue in the 1930’s in
London…after a book was written
on the value of babies being
“aired.”
Marketing Myopia Revisited
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Marketing Myopia RedefinedThe tendency to assess marketing performance in a vacuum--
entirely separate from the dynamics of the market and the degree
of alignment in a company’s broader go-to-market strategy
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3 THE SYMPTOMS
marketing?how effective is my
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marketing performance?how should I measure
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MQLs?
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SALs? Downloads?
Pipeline?CAC?
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LTV / CAC Ratio
2:1
things aren’t always what they seem…
sometimes….
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4 THE DIAGNOSIS
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Go-to-Market Map
HighConsideration
HighVelocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
Efficiency
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Go-to-Market Map
HighConsideration
HighVelocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
Efficiency
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The Four Factors
Marketing Fragmentation
Sales ModelComplexity
Product / MarketFit
Market Dynamics
• Competitive intensity/ market saturation• Entry and exit barriers (competitors/customers)• Maturity (overall and within core segments)
• Multi-channel vs. Mono• Global vs. Regional• Touch vs. No Touch
• Grow, Sustain (momentum), Retain• Bookings vs. “Users”
• Expand Core vs. Extension (TAM)• Adoption Investment Level?• Coverage (Segment / Tiers)
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Performance Measurement
eComm
Efficiency
Revenue
Targets
• MQLs• Pipeline Contribution• Demos/Chats• Net New Opportunities
• Trials/Quality Trial• Registrations• AOS• Conversion Rate• eComm Bookings• Retention
KPI Categories
HighConsideration
HighVelocity
LTV/CAC, Cost/MQL, Rep Productivity
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5 THE 4-STEP CURE
admit you have a problem
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#1
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be willing to talk about it#2
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apply treatment to relieve #3
the greatest pain
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monitor ongoing vital signs#4
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1.1. Admit you have a problem
2.2. Be willing to talk about it
3.3. Apply treatment to relieve the greatest pain
4.4. Monitor ongoing vital signs
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THANK YOU