1.BUILDING YOUR PRODUCT, SALES & MARKETING TRIFECTA Michelle A. Heath Founder & CEO Growth Street Marketing www.growthstreetmarketing.co m April 2013 for Startup Institute Twitter: @growthstreet @michelleheath @startupinst #startupinst

2. AGENDA Introductions The humble art of marketing How Sales & Product think What is The Trifecta? How does it work in the Real World Why it aint that easy Building your Trifecta 30-Minute Trifecta Challenge Results Share Wrap-Up Q&A Twitter: #startupinst @michelleheath @startupinst 3. AGENDA Introductions The humble art of marketing How Sales & Product think What is The Trifecta? How does it work in the Real World Why it aint that easy Building your Trifecta 30-Minute Trifecta Challenge Results Share Wrap-Up Q&A 4. AS A MARKETER YOU MUST Admit and remind executives and staff that you do not have the secret sauce, magic wand, pixy dust or any other mystical powers that will a) make marketing programs sexy, jazzy or cool b) make videos or any other programs go viral c) deliver thousands of leads by pressing a button d) create demand for a crappy product (aka lipstick on a pig) e) build a lead gen machine that spits out leads like jellybeans 5. AS A MARKETER YOU MUST ALSO Admit you do not have all of the answers Network like mad with people who do (see above) Test and measure everything Understand what KPIs are and why they matter Learn to talk like Sales and Product Arm yourself with data to support your decisions Accept that they will never understand why it takes so damn long to get the campaign out the door Be a prioritization ninja to stay organized and focused on what will move the needle and drive results BE CONFIDENT. BE MANIACLE ABOUT DATA. BE HUMBLE. 6. AGENDA Introductions The humble art of marketing How Product & Sales Think What is The Trifecta & why building it aint that easy Building your Trifecta 30-Minute Trifecta Challenge Results Share Wrap-Up Q&A 7. HOW SALES THINKS 8. HOW PRODUCT THINKS The user is an idiot The product doesnt need to change Find new users Find new distribution channels There are too many features to prioritize Its never going to make it into this sprint Its just a marketing request 9. HOW YOU NEED TO THINK Marketing is the hub of harmony: Kumbaya Avoid finger-pointing Sometimes you have to give-in and and do it their way to prove that their way doesnt work The soft skills combined with hard data separate good marketers from great marketers Build marketing as a revenue center Align marketing with what sales cares about: REVENUE 10. AGENDA Introductions The humble art of marketing How Sales & Product Think What is The Trifecta & why building it aint that easy Building your Trifecta: The 30-Minute Trifecta Challenge Results Share Wrap-Up Q&A 11. WHAT IS THE TRIFECTA? ALIGNMENT = REVENUE 12. ALIGNMENT WITH SALES THE SOFT SKILLS Listen Picking your battles Knowing how far to push your agenda Being a cheerleader Working together to clearly define goals Focusing on the solution Avoiding negativity and finger- pointing Using your creative skills to your advantage Communicating effectively and in-person as much as possible THE HARD SKILLS Marketing must go beyond leads Tie everything you do to revenue Build your marketing team and programs as a revenue center NOT a cost center Provide regular metrics and reporting for transparency and optimization Focus on the goals and dont let other agendas get in the way! 13. ALIGNMENT WITH PRODUCT THE SOFT SKILLS Be a cheerleader for the user Arm yourself with data Understand product priorities and where marketing fits in Be a support and partner Provide customer feedback and data to support product changes and improvements THE HARD SKILLS Tie all product recommendations to hard data Suggestions cannot be subjective Build marketing into the product development process Show Product how you can help them make the product more successful (launch planning, new feature rollouts, beta tests) Deliver on-time Partner on testing with users 14. MARKETING AS A PROFIT CENTER The Marketing budget is discretionary. Product and Sales are not. When things arent going well, Marketing will be cut before Sales or ProductThe first budget to get cut is: Marketing Ownership of revenue is KEY Sales enablement ROI CPA/Lifetime Value Net profit for the company Metrics/KPI/Data Using tools such as Salesforce, KissMetrics, MailChimp will give you real-time reports on how your marketing programs are working Weekly reporting to execs & Sales keeps everyone aligned on how the company is doing v. the goal 15. WHY IT AINT THAT EASY What happens when you cant get your sales, product and marketing trifecta to sing campfire songs? What skills can you try to make it work? How can you use your communication skills and finesse to improve the situation? What if it doesnt work? 16. AGENDA Introductions The humble art of marketing How Sales & Product Think What is The Trifecta & why building it aint that easy Building your Trifecta: The 30-Minute Trifecta Challenge Results Share Wrap-Up Q&A 17. 30 MINUTE CHALLENGE Break into groups of 3 Take your challenge (next slide) Take on your challenge: Define the scenario Pick your roles : Sales, Marketing, Product After 5 minutes in your role, switch roles so that each person plays the role of Sales, Marketing and Product in your group Change how you approach the situation in each role Take a variety of communication approaches: Defensive, Helpful, Data-Driven, etc and see what worked the best Note what approaches worked and didnt work Spend the last 10 minutes documenting what you learned Present to the class 18. ASSIGNMENTS Group 1: Challenge: Sales says: The leads are weak. Group 2: Challenge: Marketing says: We need to change the product because customers are complaining. Group 3: Challenge: Product says: We dont have time to get everyones input on what we build because we know what to build. Group 4: Challenge: Sales says: Marketing isnt producing enough leads fast enough. Group 5: Challenge: Marketing says: Sales isnt working hard enough to close the leads. Group 6:Challenge: Product says: We are launching whether Sales & Marketing are ready or not. 19. WHAT DID YOU LEARN? What worked? What didnt? 20. TIME TO PUT IT ALL INTO PRACTICE Create a culture at your company that embraces The Trifecta and finds ways to build healthy relationships that produce results Focus your marketing efforts on REVENUE Forget the personal agendas and finger-pointing, its depressing and a waste of valuable time Bring the data: Test and measure, rinse and repeat Celebrate the wins Deliver revenue Be humble And remember, without The Trifecta, you have no business. Rethink your marketing approach DELIVER REVENUE 21. MY BOOK CLUB Just a few must read?s as you build your businesses and learn the art of marketing Brandwashed Martin Lindstrom Why We Buy Paco Underhill Good to Great Jim Collins Brains on Fire Phillips, Cordell, Church, Jones Linchpin Seth Godin Lean In Sheryl Sandberg The Dip Seth Godin Winning Jack Welch Delivering Happiness Tony Hsieh Flip the Funnel Jaffe The Purple Cow Seth Godin 22. Q&A 23. KEEP IN TOUCH! Need help with your marketing, acquisition or sales strategy and approach? Get in touch Linked In: /michelleheath Twitter: @michelleheath Twitter: @growthstreet Facebook: /michelleaheath Instagram: michelleheath Email: michelle@growthstreetmarketing.com