Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

PE Portfolio CEO Summit, Topical Marketing Chats

Presentation I gave to a private equity portfolio company CEO summit on various marketing topics, including how to think about marketing, scaling marketing, organizing marketing, planning and budgeting, the marketing/sales relationship, and measuring marketing.

  • Soyez le premier à commenter

PE Portfolio CEO Summit, Topical Marketing Chats

  1. 1. Riverside Acceleration Capital Portfolio CEO Summit Topical Marketing Chats Dave Kellogg Principal, Dave Kellogg Consulting 12/9/20 davekellogg@mail.com www.kellblog.com @kellblog 1 All Content Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
  2. 2. My Experience with Scaling and Marketing Operating • Ingres, $30M to $240/400M • Versant, $1M to $30M • Business Objects, $30M to $1B • MarkLogic, $0M to $80M • Salesforce, $3B • Host Analytics, $8M to $50M Board & Advisory • Aster Data (exited) • Granular (exited) • Alation • Nuxeo • Profisee • Advisory: Tableau, MongoDB, Recorded Future, GainSight, Cyral, Plannuh, … ProdMkt VP Mkt CMO CEO SVP/GM CEO
  3. 3. Business Objects QBR April, 1995 3
  4. 4. Shameless Blog Plug 4
  5. 5. Topics • Thinking about marketing • Professionalizing marketing • Scaling marketing • Managing the sales/marketing relationship • Planning & budgeting marketing • The age-old people vs. programs question • Success metrics and KPIs for marketing • Q&A 5
  6. 6. How To Think About Marketing (And how you should encourage marketing to think about itself.) 6
  7. 7. Note: I can’t find a source for this, so it’s from memory, taking liberties with the double quotes Scott McNealy at the Sun Microsystems Ten-Year Anniversary “I’d like to thank Engineering for building our amazing products, Sales for working with our customers to sell them, Customer Support for working tirelessly to support them, Finance for managing our resources and numbers, HR for supporting our hard-working people, and Marketing for, … for whatever it is they do.” 7
  8. 8. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker’s Famous Quote 8
  9. 9. Or, As One VP of Business Development Put It 9
  10. 10. Marketing Exists To Make Sales Easier (For example, here are some tactical and strategic ways they can help) Tactically • Getting leads • Qualifying leads (SDRs) • Running the website • Running events/programs • Building sales tools • Telling customer stories • Training sales • Branding/swag Strategically • Company strategy • Market research • Strategic positioning (framing) • Thought leadership • Influencer and analyst relations • Ideal customer profile (ICP) • Product requirements input • Strategic conscience (market share) 10
  11. 11. Professionalizing Marketing 11
  12. 12. Is This Your Marketing Head? • Tendency in marketing, particularly at smaller firms, to have homegrown marketers • It’s not always bad – they know the product and the customers – but they may not know marketing • If you’re in the midst of home- growing a marketing head, and they are so inclined, get them to professionalize themselves • If not, at some point, you’ll need to hire a professional marketer 12
  13. 13. BTW, I Have This Issue in the Family (My daughter is a recently graduated economics major working in brand management.) 13 This is what I’m getting her for Christmas See https://kellblog.com/2019/02/28/the-three-marketing-books-all-founder-ceos-should-read/ https://kellblog.com/2014/06/15/ten-classic-business-books-for-entrepreneurs-startup-founders/
  14. 14. Scaling Marketing 14
  15. 15. Typical Early Evolution 1. Generalist 2. Demandgen/web 3. Events 4. Prodmkt 5. PR 15
  16. 16. Conceptually, Marketing Has Four Pillars 16 Product Marketing Positioning Messaging Sales tools Demand Generation Website/digital Programs Events Marketing Communications PR/AR Customer Stories Branding/design Sales Development Inbound Outbound Hybrid
  17. 17. Recruiting Tip • You can NEVER find a CMO equally strong on all four pillars • Think hard about your “pillar profile” before starting a search • Contrast a (5, 4, 4, 2) to (2, 5, 4, 3) • Be realistic: you only get about 15 points maximum (e.g., I’m a 5, 3, 5, 2) 17
  18. 18. What a “50/50” Marketing Dept Might Look Like 18 CMO Prodmkt Prodmkt Competition Solutions Demos Demandgen Website Ops Contentmkt Digital/SEM Events Fieldmkt Intl Comms PR Brand AR Customer Social SDRs Inbound/X Outbound/Y Hybrid/Z EA Think of a continuum between one generalist and this; where do you need investment to help sell more? (I had to fight the PowerPoint org chart maker; view all orgs as flat reporting directly to their respective pillar head.)
  19. 19. The Marketing/Sales Relationship 19
  20. 20. Sales/Mkt Partnership with Healthy Tension “Tough love.” “Sales is my customer” • Great marketers have a “Challenger Sales” relationship with their internal customer, Sales • Must remember in the end, that help is defined in the mind of recipient • Success indicators • Live chatting on your staff Zoom • Talking 1-3x/day • Answer each other’s call, always • 90% naturally aligned, 10% conflicting See https://www.amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
  21. 21. Marketing Planning and Budgeting 21
  22. 22. Dovetailing Top-Down and Bottom-Up Top Down • Percent of revenue • Converge to benchmarks (e.g., KeyBanc) • Customer acquisition cost (CAC) ratio • Prior-qtr S&M / current-qtr New ARR • Sales/marketing expense ratio • Changes to it often represent power and politics more than business model Bottom Up • Inverted lead funnel model • New ARR / ASP = deals • Deals / s2 to close rate = s2 oppties • s2 oppties * cost/oppty = demandgen • Benchmarks and improvements • Systems and infrastructure • Headcount 22 See https://www.key.com/kco/images/2020_KBCM_SaaS_Survey_8102020.pdf See https://kellblog.com/2019/12/03/why-every-startup-needs-an-inverted-demand-generation-funnel-part-i/
  23. 23. Balancing People vs. Programs 23
  24. 24. Marketing Budget Taxonomy • The fear: marketing will spend all its money on people • The reality: you need people to spend the programs • Back in the day, you shot for 50/50 people/programs ratio • Today it’s more complicated • 45/45/10 people/programs/infrastructure • 60/30/10 is more common 24
  25. 25. Success Metrics and KPIs 25
  26. 26. Marketing Success Metrics Internal • S2 oppty generation • S2 = sales-accepted oppties • Day-1 pipeline coverage • Next-quarter pipeline day-1 coverage forecast accuracy • Cost/s2-oppty • Pipe/spend ratio • Sales satisfaction • Run a survey External • Web traffic (company, competitors) • Share of voice (e.g., Cision) • Search keyword rankings • Search featured snippet ownership • Outside-in demand funnel • Awareness, opinion, trial, consideration, purchase • Requires custom research 26
  27. 27. Q&A 27
  28. 28. Appendix: Relevant Kellblog on Marketing Posts • https://kellblog.com/2020/04/26/marketing-exists-to-make-sales-easier/ • https://kellblog.com/2018/05/29/the-two-engines-of-saas-qcrs-and-devs/ • https://kellblog.com/2020/01/24/the-evolution-of-software-marketing-hey-marketing-go-get-this/ • https://kellblog.com/2020/08/28/how-to-get-sales-and-marketing-working-together-presentation/ • https://kellblog.com/2015/02/13/managing-the-fundamental-tension-in-marketing/ • https://kellblog.com/2020/03/04/stopping-the-sales-marketing-double-drowning/ • https://kellblog.com/2017/06/13/dear-marketing-stop-putting-the-template-over-the-story/ • https://kellblog.com/2020/03/08/a-missive-to-marketing-impose-simplicity/ • https://kellblog.com/2017/02/09/the-evolution-of-marketing-thanks-to-saas/ • https://kellblog.com/2019/11/26/should-sdrs-report-to-sales-or-marketing/ • https://kellblog.com/2019/12/03/why-every-startup-needs-an-inverted-demand-generation-funnel-part-i/ • https://kellblog.com/2019/12/05/why-every-startup-needs-an-inverted-demand-generation-funnel-part-ii/ • https://kellblog.com/2019/02/28/the-three-marketing-books-all-founder-ceos-should-read/ • https://kellblog.com/2014/06/15/ten-classic-business-books-for-entrepreneurs-startup-founders/ 28

×