1.BUILDING YOURPRODUCT, SALES & MARKETINGTRIFECTAMichelle A. Heathwww.michelleaheath.comwww.linkedin.com/in/michelleheathApril 2013 for Startup InstituteTwitter: #startupinst@michelleheath@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&ATwitter: #startupinst @michelleheath @startupinst 3. INTRODUCTIONS Tell the group Your name The name of your start-up Your role What your start-up doesTwitter: #startupinst @michelleheath @startupinst 4. 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 5. AS A MARKETER YOU MUST Admit and remind executives and staffthat you do not have the secret sauce,magic wand, pixy dust or any othermystical powers that will a) make marketing programssexy, jazzy or cool b) make videos or any otherprograms go viral c) deliver thousands of leads bypressing a button d) create demand for a crappyproduct (aka lipstick on a pig) e) build a lead gen machine thatspits out leads like jellybeans 6. AS A MARKETER YOU MUSTALSO 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 toget the campaign out the door Be a prioritization ninja to stay organized and focused on what willmove the needle and drive results BE CONFIDENT. BE MANIACLE ABOUT DATA. BE HUMBLE. 7. 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 8. HOW SALES THINKS 9. HOW PRODUCT THINKS The user is an idiot The product doesnt need tochange Find new users Find new distributionchannels There are too many featuresto prioritize Its never going to make itinto this sprint Its just a marketing request 10. 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 provethat their way doesnt work The soft skills combined with hard data separate good marketersfrom great marketers Build marketing as a revenue center Align marketing with what salescares about: REVENUE 11. 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 12. WHAT IS THE TRIFECTA?ALIGNMENT=REVENUE 13. ALIGNMENT WITH SALESTHE SOFT SKILLS Listen Picking your battles Knowing how far to push youragenda Being a cheerleader Working together to clearlydefine goals Focusing on the solution Avoiding negativity and finger-pointing Using your creative skills toyour advantage Communicating effectively andin-person as much as possibleTHE HARD SKILLS Marketing must go beyond leads Tie everything you do to revenue Build your marketing team andprograms as a revenue centerNOT a cost center Provide regular metrics andreporting for transparency andoptimization Focus on the goals and dont letother agendas get in the way! 14. ALIGNMENT WITH PRODUCTTHE SOFT SKILLS Be a cheerleader for the user Arm yourself with data Understand product prioritiesand where marketing fits in Be a support and partner Provide customer feedbackand data to support productchanges and improvementsTHE HARD SKILLS Tie all product recommendationsto hard data Suggestions cannot be subjective Build marketing into the productdevelopment process Show Product how you can helpthem make the product moresuccessful (launch planning, newfeature rollouts, beta tests) Deliver on-time Partner on testing with users 15. 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 orProductThe 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 giveyou real-time reports on how your marketing programs areworking Weekly reporting to execs & Sales keeps everyone aligned onhow the company is doing v. the goal 16. WHY IT AINT THAT EASY What happens when youcant get your sales, productand marketing trifecta to singcampfire songs? What skills can you try tomake it work? How can you use yourcommunication skills andfinesse to improve thesituation? What if it doesnt work? 17. 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 18. 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 personplays 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 thebest Note what approaches worked and didnt work Spend the last 10 minutes documenting what you learned Present to the class 19. ASSIGNMENTS Group 1: Challenge: Sales says: The leads are weak. Group 2: Challenge: Marketing says: We need tochange the product becausecustomers are complaining. Group 3: Challenge: Product says: We dont havetime to get everyones input onwhat we build because we knowwhat to build. Group 4: Challenge: Sales says: Marketing isntproducing enough leads fastenough. Group 5: Challenge: Marketing says: Sales isntworking hard enough to close theleads. Group 6:Challenge: Product says: We are launchingwhether Sales & Marketing areready or not. 20. WHAT DID YOU LEARN? What worked? What didnt? 21. TIME TO PUT IT ALL INTOPRACTICE Create a culture at your company that embraces The Trifecta andfinds ways to build healthy relationships that produce results Focus your marketing efforts on REVENUE Forget the personal agendas and finger-pointing, its depressingand a waste of valuable time Bring the data: Test and measure, rinse and repeat Celebrate the wins Deliver revenue Be humbleAnd remember, without The Trifecta, you have no business.Rethink your marketing approachDELIVER REVENUE 22. MY BOOK CLUB Just a few must read?s as you build your businesses and learnthe 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 23. Q&A 24. KEEP IN TOUCH! Need help with your marketing, acquisition or salesstrategy and approach? Let me know how I can help! Linked In: /michelleheath Twitter: @michelleheath Facebook: /michelleaheath Instagram: michelleheath Email: michelleaheath@gmail.com