W. Sean Ford - Myopic Marketing Revisited

•

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This little-understood but very deadly disease is the #1 killer of marketing success and effectiveness. To survive it (and thrive), marketers must move beyond their outdated and myopic view of marketing effectiveness. With the right treatment, they can create a world-class go-to-market system, immune to passive underperformance, that roots out marketing myopia at its core and positions every marketer to lead an active, healthy, fulfilling career for years to come. (WARNING: Do NOT operate heavy machinery after attending this session).

Marketing

#INBOUND16
Slippery Slope of Marketing Irrelevance
Growth
Expense

#INBOUND16
MARKETING
MYOPIA
A short-sighted and inward looking
approach to marketing that focuses on
the needs of the company instead of
defining the company and its products
in terms of the customers' needs and
wants.
-Theodore Levitt
“
“

#INBOUND16
THE
BABY CAGE
In vogue in the 1930’s in
London…after a book was written
on the value of babies being
“aired.”

Marketing Myopia Redefined
The tendency to assess marketing performance in a vacuum--
entirely separate from the dynamics of the market and the degree
of alignment in a company’s broader go-to-market strategy
#INBOUND16

marketing?
how effective is my
#INBOUND16

marketing performance?
how should I measure
#INBOUND16

MQLs?
#INBOUND16
SALs? Downloads?
Pipeline?
CAC?

things aren’t always
what they seem…
sometimes….
#INBOUND16

#INBOUND16
Go-to-Market Map
High
Consideration
High
Velocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
E
f
f
i
c
i
e
n
c
y

#INBOUND16
The Four Factors
Marketing
Fragmentation
Sales Model
Complexity
Product / Market
Fit
Market Dynamics
• Competitive intensity/ market saturation
• Entry and exit barriers (competitors/customers)
• Maturity (overall and within core segments)
• Multi-channel vs. Mono
• Global vs. Regional
• Touch vs. No Touch
• Grow, Sustain (momentum), Retain
• Bookings vs. “Users”
• Expand Core vs. Extension (TAM)
• Adoption Investment Level?
• Coverage (Segment / Tiers)

#INBOUND16
Performance Measurement
eComm
Efficiency
Revenue
Targets
• MQLs
• Pipeline Contribution
• Demos/Chats
• Net New Opportunities
• Trials/Quality Trial
• Registrations
• AOS
• Conversion Rate
• eComm Bookings
• Retention
KPI Categories
High
Consideration
High
Velocity
LTV/CAC, Cost/MQL, Rep Productivity

#INBOUND16
be willing to talk about it
#2

#INBOUND16
apply treatment to relieve
#3
the greatest pain

#INBOUND16
monitor ongoing vital signs
#4

#INBOUND16
1.1. Admit you have a problem
2.2. Be willing to talk about it
3.3. Apply treatment to relieve the greatest pain
4.4. Monitor ongoing vital signs

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W. Sean Ford - Myopic Marketing Revisited

1. #INBOUND16 MYOPIC MARKETING REVISITED The Fight for Strategic Relevance and a Happy Life W. Sean Ford SVP and CMO, LogMeIn

2. relevant are you? how #INBOUND16

3. do you know? how #INBOUND16

4. #INBOUND16 1 THE DANGER

5. #INBOUND16 Slippery Slope of Marketing Irrelevance Growth Expense

6. #INBOUND16 2 THE DEFINITION

7. #INBOUND16 MARKETING MYOPIA A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants. -Theodore Levitt “ “

8. #INBOUND16 THE BABY CAGE In vogue in the 1930’s in London…after a book was written on the value of babies being “aired.”

9. Marketing Myopia Revisited #INBOUND16

10. Marketing Myopia Redefined The tendency to assess marketing performance in a vacuum-- entirely separate from the dynamics of the market and the degree of alignment in a company’s broader go-to-market strategy #INBOUND16

11. #INBOUND16

12. #INBOUND16 3 THE SYMPTOMS

13. marketing? how effective is my #INBOUND16

14. #INBOUND16

15. #INBOUND16

16. marketing performance? how should I measure #INBOUND16

17. MQLs? #INBOUND16 SALs? Downloads? Pipeline? CAC?

18. #INBOUND16 LTV / CAC Ratio 2:1

19. things aren’t always what they seem… sometimes…. #INBOUND16

20. #INBOUND16 4 THE DIAGNOSIS

21. #INBOUND16 Go-to-Market Map High Consideration High Velocity Lower-Growth Market High-Growth Market Go To Market Mix E f f i c i e n c y

22. #INBOUND16 Go-to-Market Map High Consideration High Velocity Lower-Growth Market High-Growth Market Go To Market Mix E f f i c i e n c y

23. #INBOUND16 The Four Factors Marketing Fragmentation Sales Model Complexity Product / Market Fit Market Dynamics • Competitive intensity/ market saturation • Entry and exit barriers (competitors/customers) • Maturity (overall and within core segments) • Multi-channel vs. Mono • Global vs. Regional • Touch vs. No Touch • Grow, Sustain (momentum), Retain • Bookings vs. “Users” • Expand Core vs. Extension (TAM) • Adoption Investment Level? • Coverage (Segment / Tiers)

24. #INBOUND16 Performance Measurement eComm Efficiency Revenue Targets • MQLs • Pipeline Contribution • Demos/Chats • Net New Opportunities • Trials/Quality Trial • Registrations • AOS • Conversion Rate • eComm Bookings • Retention KPI Categories High Consideration High Velocity LTV/CAC, Cost/MQL, Rep Productivity

25. #INBOUND16 5 THE 4-STEP CURE

26. admit you have a problem #INBOUND16 #1

27. #INBOUND16 be willing to talk about it #2

28. #INBOUND16 apply treatment to relieve #3 the greatest pain

29. #INBOUND16 monitor ongoing vital signs #4

30. #INBOUND16 1.1. Admit you have a problem 2.2. Be willing to talk about it 3.3. Apply treatment to relieve the greatest pain 4.4. Monitor ongoing vital signs

31. #INBOUND16 THANK YOU

W. Sean Ford - Myopic Marketing Revisited

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