1.
Just One Account
LEAN PRINCIPLES AND ENTERPRISE MARKETING TRANSFORMATION
RISHI DAVE
CMO, DUN & BRADSTREET
@rishipdave
February 25, 2016

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2
Big Enterprises & Start-Ups:
What’s the difference?
JUST ONE ACCOUNT

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3JUST ONE ACCOUNT
Scale
(of everything)
Aversion to
Risk
Bureaucracy
21 3

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4
The Dun & Bradstreet Opportunity
Marketing & Culture
the Key Drivers
of the Growth
Simplify a Complex
Business; Focus a
Complex Organization
A Firm Growth
Mandate
JUST ONE ACCOUNT

5.
5JUST ONE ACCOUNT
Just One Account
MinimumViable Prospect

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6JUST ONE ACCOUNT
ANALYTICS
How do we get to our minimum viable prospect?

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7JUST ONE ACCOUNT
1. Blue Handle Global
2. Duffel Systems
3. Live Wavelength Global
4. Drongo Inc.
5. Musette Mix
Prioritized Accounts

8.
8
MVP designAwareness
General
Education Consideration Preference Purchase Post-Purchase
LeadQuality&Richness
Content Sophistication and Deal Intensity
Thought
Leadership
Competitive
Analysis
Integration
Guides
Customer
Workshops
Customer
Events
Community &
Forums
Research Best Practices
Webinars
Workshop

9.
9
Measure
1
Tactics
2
Stories
3
Satisfaction
4
Pipeline
5
Revenue
Time

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Communicate & Expand
Just One
Account
Experiments
Scale number
of accounts
Account
Account
Account
Account
Account
Account
Account
Accoun
Accoun
Accoun
Accoun

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11JUST ONE ACCOUNT
Big Impact on the Company

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12
Three Lessons For Getting Lean in a Big Company
1) Don’t worry about scale at first
2) Measure, measure, measure
3) Communicate
BEFORE AFTER
JUST ONE ACCOUNT

13.
謝謝
Dankjewel
merci
ありがとう
धन्यवाद
ThankYou
Rishi Dave, Chief Marketing Officer
@RishiPDave