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Dave Fryer - Ask Your Customers Better Questions to Drive Business Success
- 1. Better Companies Ask Better Questions Dave Fryer, @davfry
- 2. Corporate Executive (CEB) Board Survey of CFOs. 8% of CFOs trust marketing to spend effectively.
- 3. CONFIDENTIAL 3 State of the Future Challenge #5: Decision Making
- 4. CONFIDENTIAL 4 Here’s your problem.
- 5. CONFIDENTIAL 5 Size doesn't matter.
- 6. CONFIDENTIAL 6 Start with a problem, not a solution.
- 7. CONFIDENTIAL 8 Grab a napkin. Define the problem.
- 8. CONFIDENTIAL 9 Effective questions lead to effective metrics.
- 9. CONFIDENTIAL 11 Effective Questions (Metrics) Ownership Clarity Action
- 11. Why 5 times
- 12. Red or Green
- 13. CONFIDENTIAL 18 Grab a napkin. Define the problem.
- 14. CONFIDENTIAL 19 Map it out.
- 15. CONFIDENTIAL 20 Domo case study
- 16. CONFIDENTIAL 21 Map it out. MARKETING SALES FINANCE
- 18. CONFIDENTIAL 23 Map it out. MARKETING SALES FINANCE • Form fills • Bounce rate • Open rates • Unsubscribes • Clicks • CPC • Conversion rate • Sales cycle • Avg. deal size • Dollars and cents
- 19. CONFIDENTIAL 24 Now What? • Better metrics are born of better questions. • An effective question/metric: • Has an owner • Provides clarity • Is actionable • Not all metrics are created equal. • Foundational • Indicator • Return
- 20. Thank You
Notes de l'éditeur
- The Millennium Project 2015-16 State of the Future GLOBAL CHALLENGES 15 1. Sustainable Development and Climate Change 18 2. Water and Sanitation 28 3. Population and Resources 40 4. Democratization 52 5. Global Foresight and Decision Making 66 6. Global Convergence of ICT 78 7. Rich-Poor Gap 88 8. Health Issues 110 9. Education and Learning 132 10. Peace and Conflict 140 11. Status of Women 158 12. Transnational Organized Crime 174 13. Energy 184 14. Science and Technology 196 15. Global Ethics 206
- The Millennium Project 2015-16 State of the Future GLOBAL CHALLENGES 15 1. Sustainable Development and Climate Change 18 2. Water and Sanitation 28 3. Population and Resources 40 4. Democratization 52 5. Global Foresight and Decision Making 66 6. Global Convergence of ICT 78 7. Rich-Poor Gap 88 8. Health Issues 110 9. Education and Learning 132 10. Peace and Conflict 140 11. Status of Women 158 12. Transnational Organized Crime 174 13. Energy 184 14. Science and Technology 196 15. Global Ethics 206
- The problem is the what. The impact/benefit is the why.
- Ownership
- Is there significant impact on the organization? Money or Mission?
- Clarity Is there significant impact on the organization? Money or Mission?
- If red, then what?
- Action If red, then what?
- The problem is the what. The impact/benefit is the why.
- Talk about Domo on Linkedin Top 10. This was no mistake. It cost a lot of money to make this list. Not only in sponsored content and advertising, but also in time and energy that was required to produce content and share it out. There are a couple of different ways you can do this – 1 spend a whole lot of money, look at the crude metrics (clicks, impressions, form fills, web views) and hope that you get a return or you can do it the way we did it. We would not have made this list if we were not seeing return on our investment. Let me show you how we did it. There are 2 different ways you can go about this, spend a whole
- Foundational: What’s your net promoter score? What’s your CSAT score? Indicator: Churn rate AR aging Return: How does customer experience spending effect churn rate? CSAT? Net Promoter score?