hostingcon 2013: rise of the cro & marketing with metrics

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

HostingCon 2013:Rise of the CRO: Marketing with Metrics

Kyle YorkChief Revenue Officer@kyork20 @Dyninc

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

What I’m Selling You Today

• It’s not just about scaling technology• Marketing vs. sales… heck no!• Metrics driven marketing• Why one person should own all customer

facing departments • The importance of the Chief Revenue Officer

position

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Who is @kyork20?

• Today: nearly 230 employees, 60+ in sales, marketing, client services, 3 worldwide offices, revenue bookings of $30+ million in 2012

• Advisor, Investor, Entrepreneur in Manchester, NH• I’m still learning and figuring it all out

Chief Revenue OfficerStarted in 2008

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Dr. Jekyll & Mr. Hyde

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

The Most Reputable Sender in the World

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Gaining Credibility

How do you market marketing?

Marketing Is Art Not Science

“[Dominique] Turpin expounds a view held by many - that marketing is “more art than

science” and therefore its worth cannot be accurately measured.”

– Marketing Week

Percentage of budget devoted to marketing

Average B2B Company3.6%

Dyn 9.26 %

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Qualitative & Quantitative Measurement

What’s your brands value?

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Use Data To Focus Your Efforts

“On average, transactional email brings in 288% more

revenue than bulk mail.”

-experian.com

“Spam accounts for about 70% of emails sent

today.” -securelist.com

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

• Tweet Nerdy To Me

• No leads, no awareness, no good

Success vs Failure

Success Failure

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Marketing Drives Sales

• Marketing generated 55% of new customers in 2012

• Tools group – Can we turn marketing into a profit center?

The Importance of the CRO$ - New, Upsell, Cross Sell, Renewal

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Sales vs. Marketing

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Numbers Are PowerHaving a hold on sales and marketing makes life easier

Retention is King

In a subscription economy retention is king

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

CRO: Makes Me Whole Again

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Final Takeaways

• Measure your marketing efforts (kind of)• Have marketing work with sales…• not against them• Create a Chief Revenue Officer position• … If you can find a unicorn!

HostingCon 2013: Rise Of The CRO@DynInc @KYork20

Shameless Plug

Dyn is hosting our very first User Conference: GEEK SUMMER CAMP

www.geeksummercamp.comHear talks from Dean Kamen,

Cricket Liu, Joshua Baer and more!