marketing after lean: operationalizing big thinking

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From lean to machine Marketing your way from lean startup to growth company A Backupify & Kinvey collaboration

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Transform your marketing efforts and take your company from fledgling lean startup to a process-driven company. Slides taken from a class taught by Joe Chernov, VP of Marketing at Kinvey, and Elle Woulfe, VP of Marketing at Backupify. Learn more from the experts by visiting http://intelligent.ly/learn

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Page 1: Marketing After Lean: Operationalizing Big Thinking

From lean to machineMarketing your wayfrom lean startup to

growth company

A Backupify & Kinvey collaboration

Page 2: Marketing After Lean: Operationalizing Big Thinking

MachineOperational & Scale

LeanExperimentation & Hustle

Page 3: Marketing After Lean: Operationalizing Big Thinking

“Building community” becomes “scaling community”

“Driving trial” becomes “driving revenue”

“Brand” gives way to “demand”

Page 4: Marketing After Lean: Operationalizing Big Thinking

Tip 1Ask, “What if time and resources weren’t an issue?” Then do exactly that

Page 5: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�$Q\�WLPH�VRPHRQH�VD\V��Ȋ'RLQJ�VWX�LV�RXU�VWUDWHJ\ȋȏ�3URJUDPV�WKDW�ȊZLOO�PDNH�P\�>WLWOH@�KDSS\ȋȏ�7KH�VDPH�FUDS�\RXȇYH�DOZD\V�GRQH

Page 6: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve arrivedYou shift from reporting on activities to measuring results

Page 7: Marketing After Lean: Operationalizing Big Thinking

Tip 2Remember: Not everyone wants to see yourbaby pictures

Startup

IT’S A STARTUP!

Page 8: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�72)8�FRQWHQW�LV�DERXW�\RXU�SURGXFWȏ�0DUNHWLQJ�UHSRUWV�WKDW�FRQWDLQ�PRUH�OHWWHUV�WKDQ

numbersȏb&RQȵDWLRQ�RI�PDUNHWLQJ�JRDOV�DQG�VDOHV�JRDOVȏb&RQVWULFWLQJ��EHVW�SUDFWLFHV�

Page 9: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve arrived3URGXFW�FHQWULF�PRQRORJXH�JLYHV�ZD\�WRLVVXH�FHQWULF�GLDORJXH�����DQG�SHRSOH�OLVWHQ

Page 10: Marketing After Lean: Operationalizing Big Thinking

Tip 3Don’t hire an athlete if you need a pitcher

Page 11: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�2UJDQL]DWLRQDO�SULGH�LQ�ȊZH�DFKLHYHG�;�ZLWK�QR

marketing”ȏ�&(2ȇV�ȊSURMHFWȋ�KLUHVȏ�*HQHUDOLVWV�ZKR�DUHQȇW�UHDG\�WR�ȊGHFODUH�D�PDMRUȋ

Page 12: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve arrived3HRSOH�NQRZ�WKHLU�VZLP�ODQHV��DQG�\RX�FDQ�JHWout of the pool)

Page 13: Marketing After Lean: Operationalizing Big Thinking

Tip 4Resist the urge to design a bicycle shed

Page 14: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�%HLQJ�RYHUO\�SKLORVRSKLFDO�and overly analyticalȏ�$OORZLQJ�\RXU�WHDP�WR�GHIDXOW�WR�ZKDW�WKH\�OLNH�

doing, not what needs to get doneȏ�$Q\WKLQJ�WKDW�ZRQȇW�PRYH�WKH�QHHGOHȏ�7KH�IDOVH�LGRO�RI�ȊΖQER[�=HURȋ

Page 15: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve crossedΖW�WDNHV�OHVV�WLPH�WR�PDNH�D�GHFLVLRQ�WKDQ�LW�GRHVto execute on it

Page 16: Marketing After Lean: Operationalizing Big Thinking

How 5)DLO�IDVW���)DOO�IRUZDUG���%XW�ȴUVW�PDNH�VXUH�\RX�DFWXDOO\�IDLOHG��

Are you SURE that wasn’tthe correct building?

SCHEDULED FORDEMOLITION

Page 17: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�$QDO\VLV�SDUDO\VLVȏ�6KLIWV�LQ�EX\HU�EHKDYLRUȏ�0DUNHWLQJȇV�LPSDFW�RQ�DQ�HYROYLQJ�EXVLQHVV�PRGHOȏ�1RW�JLYLQJ�HQRXJK�WLPH�WR�DVVHVV�VXFFHVV�RU�IDLOXUH

Page 18: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve arrivedYou’re comfortable with some amount ofVTXLVK\�QHVV��GRQȇW�GLVFRXQW�WKH�VRIW�PHWULFV�

Page 19: Marketing After Lean: Operationalizing Big Thinking

Tip 66WRS�&DWFKLQJ��6WDUW�3LWFKLQJ

Page 20: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�$VVXPLQJ�LW�ZLOO�FRQWLQXH�WR�ZRUN�WKH�ZD\�LW

always didȏ�&RQYHUWLQJ�DFWLYH�GHPDQG�YV��FUHDWLQJ�

latent demandȏ�:DLWLQJ�IRU�SUREOHPV�WR�VROYH

Page 21: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve arrivedYou’re executing on plan to be the company youZDQW�WR�EH��QRW�QHFHVVDULO\�WKH�RQH�\RX�DUH�WRGD\��

Page 22: Marketing After Lean: Operationalizing Big Thinking

Tip 7%HFRPH�D��35�KDFNHU�

Breaking: Startup X gets a $1billion ValuationThe path of the righteous man is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost

Page 23: Marketing After Lean: Operationalizing Big Thinking

What to watch out for ...ȏ�3UHWW\�PXFK�DOO�SUHVV�UHOHDVHVȏ�$LPLQJ�IRU�WKH�OHGH��WKH�PDJLF�LV�LQ�SDUDJUDSK�WZR�ȏ�7KLQNLQJ�35�LV�DERXW�\RXU�SURGXFW

Page 24: Marketing After Lean: Operationalizing Big Thinking

Sign you’ve arrivedYou are nimble as a newsroom