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HOW ISS GOT STARTED ¤ Search for a way to “change the conversation”
¤ A pivotal conversation with a very tough CEO
¤ “I know this is important, but how important?” ¤ “But how much of what you do is Luck v. Skill?” ¤ “Gotta keep the spend small and defensible.”
¤ Start with the Big 3: Revenue, margin, cash flow
¤ Work back to your functional investments
ISS: THE BIG DIFFERENCE ¤ Developed for business leaders – with their
collaboration, guidance and support. ¤ Road-tested for 8 years, across three public
companies, 5 agencies, and innumerable CxOs.
¤ Integrated tactical, operational and strategic platform – everyone can see everything.
ISS INTEGRATES ¤ Balanced system of accountability that
benefits both clients and agencies, and creates a hedge against opportunity cost.
¤ Gamification overlay harnesses classic sales
management approaches, allowing you to see “who, what, when, why and how” and manage operations more effectively.
¤ Logic path that CxOs recognize and respect,
and data correlations they need to make the right decisions.
IMPLEMENTING ISS ¤ Step 1: Think like a CEO
§ Work out the “strategic harbingers” § “Reverse engineer” the causal factors
¤ Step 2: Understand your tactical performance § Points abstract all your tactical metrics § Build your data base so you can be predictive
¤ Step 3: Understand what “ROI” really is § Build “income statement” of your function § Run your function like an investment fund
¤ Step 4: Connect the dots with Sales § A proven “jujitsu move” that makes it happen
ISS: TACTICAL MODULE
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ISS: OPERATIONAL MODULE
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EDI: THE DIFFICULTY FACTOR
ISS: STRATEGIC MODULE
BUSINESS BENEFITS ¤ Illustrates impact on demand generation, deal
expansion & sales velocity – trackable, measurable proxies for revenue, margin and cash flow
¤ Reframes conversation regarding relationship
between sales, marketing and communications ¤ Extends the marketing mix calculation ¤ Focuses business on Total GTM Investment
WHAT WE’VE LEARNED
CLIENT-SIDE: WHAT ISS ENABLES YOU TO DO ¤ Run your operations like a business, including prediction v.
outcome, performance, efficiency, opportunity cost, relative value, cost of success, and impact on sales productivity.
¤ Leverage tactical, operational and strategic KPIs to calibrate and optimize your mix of marketing and communications investment like never before.
¤ Think in new ways -- relative audience value, content half-
life, ad cost equivalency, and lost opportunity value. ¤ Transform conventional wisdom and old-school metrics into
tactical and operational insight that can accurately predict your future performance and “cost of success.”
¤ Spotlight what your team did, show how effectively and efficiently they did it, and explain its value to the business.
AGENCY LEADERS: WHAT ISS ENABLES YOU TO DO ¤ Work in unity with client, including prediction v. outcome,
performance, efficiency, opportunity cost, cost of success, and impact on sales productivity
¤ Eliminate client subjectivity around performance ¤ Automatically adjust performance objectives based on
increases or decreases in spend ¤ Leverage deeper understanding of cause-and-effect to drive
higher margins on client work
¤ Calibrate spend against objectives and environmental difficulty to deliver fair value to clients
¤ Competitive displacement
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@markstouse © Copyright 2013 Mark Stouse