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Getting Real: Growth, Sales & Metrics

An introduction to growth, sales and metrics for startups.

Presented at the 'Getting Real' weekend at Escape the City in London on 14th Nov 2015

(there were many GIFs in the talk, just the static images here alas...)

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Getting Real: Growth, Sales & Metrics

  1. 1. Getting Real Howard Gray @howardgray howard@rozel.co Growth, Sales & Metrics Escape The City - London, Nov 2015
  2. 2. Growth Sales Metrics Hacks & Tools Q&A Today
  3. 3. About Me
  4. 4. Managing Director EMEA at F# the emerging leader in digital music advertising, working with agencies, brands and streaming services
  5. 5. Founding Partner at Rozel Studio business solutions for the entertainment industry. specialising in product development, growth, marketing & operations
  6. 6. Some of the companies we’ve worked with recently
  7. 7. Previously…
  8. 8. The Jump
  9. 9. (lots of growth, sales and metrics later…)
  10. 10. 5000+ shows across 60+ countries Managing teams from 0-20 Overseeing talent roster of 200+ artists 3 years of 50%+ YoY growth
  11. 11. Getting Real
  12. 12. Growth
  13. 13. The growth engine
  14. 14. The growth engine should be manual to start with Talk to people
  15. 15. Customer development Focus groups Continuously finding out what they want
  16. 16. Look to dominate a small market 1 service, 1 vertical, 1 location
  17. 17. Delivery, Turkish food, Hackney Marketplace, Lawn mowing, Surrey
  18. 18. Focus your growth engine tightly in this area
  19. 19. The aim is to get the growth engine: - Scaleable - Repeatable - Predictable - Profitable
  20. 20. Test lots of channels
  21. 21. When you find one(s) that works, stick (until it starts to slip)
  22. 22. The Lab
  23. 23. Think of your marketing activity like a laboratory
  24. 24. Hypothesise Create Launch Analyse Iterate
  25. 25. Only change one variable at a time Measure & Test as much as possible
  26. 26. Things we can measure and iterate
  27. 27. A quick word about email
  28. 28. Still king (A recent McKinsey report found that email is 40x as effective as Facebook and Twitter combined)
  29. 29. Be personal Be focused on the journey after the click
  30. 30. Revenue or Growth?
  31. 31. The answer you don’t want to hear…
  32. 32. It depends
  33. 33. Do something people really want They’re more likely to pay you for it*, and to tell other people = Revenue and Growth *eventually
  34. 34. Just growth can be dangerous (especially if you are selling £1 for £0.90)
  35. 35. Growth usually slows down due to the product not being good enough (note that ‘product’ can also services such as sales, support etc.)
  36. 36. How fast to grow?
  37. 37. < 2.5% 5-7% > 7%
  38. 38. Just like Warren & Charlie, remember the value of compounding
  39. 39. 10% weekly growth 100 users in week 1 110 users in week 2 121 users in week 3…
  40. 40. …12,912 users end of year 1
  41. 41. 1.84m users end of year 2
  42. 42. Remember: - Eventually growth slows down - Delighting customers comes first - The best way to grow is through a great product/service
  43. 43. Sales
  44. 44. How do I make my first sale?
  45. 45. Make selling easy (i.e. therefore make buying easy)
  46. 46. Understand your value proposition
  47. 47. Understand why people buy Satisfy unspoken customer needs
  48. 48. Product Benefit Need (unspoken needs, often emotional)
  49. 49. How do I make my second sale?
  50. 50. Ask your first customer
  51. 51. What makes a strong sales roadmap?
  52. 52. Have a wide sales net, then focus on most obtainable customers
  53. 53. “A guy don’t walk on the lot lest he wants to buy.”
  54. 54. Short feedback loop Quick No can be better than a slow Yes
  55. 55. Constantly iterate approach
  56. 56. Have more than one deck (and yes, use Powerpoint) Deck 1: To Read (include intrigue so they want to know more) Deck 2: To Present (more imagery, less text, let your story and personality come through) Deck 3: To Read (to move towards finalising a sale)
  57. 57. What does a good sales funnel look like?
  58. 58. 1. Prospecting 2. Discovery 3. Presentation 4. Quotation 5. Negotiation
  59. 59. Keep it simple Can be 25+ ‘strokes’ to do a deal with a corporate Make sure to follow up Get good at email
  60. 60. Or you can try this novel device
  61. 61. Other thoughts on sales
  62. 62. What would have to happen for them to get fired? Help prevent that from happening
  63. 63. Many companies don’t want new suppliers Partner with existing suppliers to offer something
  64. 64. Be relentless about finding new customers Be ready to lose 80%+ of the time
  65. 65. Look for the innovator, who is going to champion what you do?
  66. 66. Customer support is also sales
  67. 67. Metrics
  68. 68. What does a good engagement funnel look like?
  69. 69. A A R R R
  70. 70. Awareness
  71. 71. What metrics to pay attention to?
  72. 72. Measure a few metrics Usually best to focus on one key metric When you know what it is, optimise for it
  73. 73. Not just about signups Not all signups are created equal
  74. 74. Be careful of the vanity metrics
  75. 75. A few handy metrics Growth Rate (%, not absolute) CPA (remember people costs here) LTV / CAC <Lifetime Value / Customer Acquisition Cost> (especially important for SaaS, ecommerce and marketplaces)
  76. 76. How do I generate those metrics?
  77. 77. Start points Google Analytics Mixpanel Mailchimp Social media admin panels Zapier
  78. 78. The urchin (traffic monitor) is your friend
  79. 79. UTM + Google URL Builder
  80. 80. utm_source = name of the source utm_medium = type of traffic utm_campaign = name of the campaign utm_content = to distinguish different parts of one campaign utm_term = to distinguish different parts of one content
  81. 81. Make a simple metrics dashboard Update it every week
  82. 82. Hacks
  83. 83. Hacks can be seen as flagrant…
  84. 84. …sometimes downright dirty…
  85. 85. …or wonderful skill…
  86. 86. …to enable victory
  87. 87. Sales Hacks
  88. 88. Email CEOs 5-7pm Sunday, 3 line email Get to know (Voila) Norbert & Charlie (app) Search press releases for contact info and email structure QuickMail
  89. 89. Growth Hacks
  90. 90. Two legendary growth hacks 1. Get Your Free Email at Hotmail 2. Airbnb > Craigslist
  91. 91. Landing pages for stuff you don’t do…yet Force time - countdowns on time and user base Waiting list queue jumps (shares)
  92. 92. Comment on Slideshare presentations Use the No as well the Yes on a popup (e.g. for your b2b training company ‘No, I don’t want to train any of my staff’)
  93. 93. Tools
  94. 94. Salesloft - Chrome extension for linkedin emails Yetanothermail merge - Chrome extension Zapier Google Link Builder Streak // Prosperworks // Intercom
  95. 95. Summary
  96. 96. 1. Growth is important but avoid hyperbole, it doesn't fix everything 2. Run marketing like a laboratory 3. Wide sales net, then focus on most obtainable customers 4. Focus on a small number of KPIs
  97. 97. Howard Gray howard@rozel.co @howardgray Thanks!

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