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Nailing Your Go-To-Market Positioning presented at Zuora Subscribed15 Growth Summit

In this session, presented in the Growth Summit at Zuora's Subscribed 2015 conference, Judy Loehr provides a very structured framework designed to help cloud business app companies focus their go-to-market strategy and nail their positioning.

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Nailing Your Go-To-Market Positioning presented at Zuora Subscribed15 Growth Summit

  1. 1. Nailing your go-to-market positioning Judy Loehr Venture Partner Cloud Apps Capital Partners www.cloudappscapital.com @cloudappsvc @judyloehr
  2. 2. GTM expertise from 15 years working with B2B cloud application companies Fifteen years go-to-market experience with B2B cloud companies
  3. 3. Agenda The Impact of Strong Messaging 3 Hard Truths 5 Go-To-Market Considerations The “3 Rooms” Approach Before & After 3 Homework Assignments
  4. 4. Alignment Product roadmap Marketing Sales Partnerships Helps sales tell your story and creates a sense of urgency for your prospects Awareness Press Investors Prospects Strong positioning accelerates your business i Sales Cycles Creates a shared vision and purpose for employees and recruiting Recruiting
  5. 5. HARD TRUTH #1: NO ONE CARES “No one cares about your belly button, and no one cares about your product.” Judy Loehr
  6. 6. HARD TRUTH #2: YOU’RE NOT AS ALIGNED AS YOU THINK Anything less than 100% alignment will sink an early-stage company or stall-out growth at your later stage company.
  7. 7. “You should try to be more like Slack.” Most oft-heard advice in 2015
  8. 8. HARD TRUTH #3: YOU’RE GETTING BAD ADVICE Focus on the right business model and go-to-market tactics for your market, your product and your prospects
  9. 9. 5 go-to-market considerations AUDIENCE MESSAGINGCHANNELS PRICING & PACKAGING CAC MODEL Your unique segments Must be developed within the context of everything else Where are they looking and learning? “Right-size” for your segments and your strengths Work through your acquisition model and costs
  10. 10. AA YOUR CONTEXT Often called the “why”, it’s actually the “why now”. What’s going on in your market and what makes you relevant. YOUR VALUE Focus is on your target customer segments, how the “why now” context is impacting them, and the impact you could help them make on their business. YOUR PRODUCT Here’s where you first introduce your product…with a structure that reinforces your value. THE 3 ROOMS: a guided messaging structure
  11. 11. What’s happening in your market? What’s new in your target industry’s world? Are you attacking an established model? Why is this happening and important now? How are you relevant to what’s happening in your market? Primary audience: press & investors Room 1: create a compelling context for your company
  12. 12. What’s their biggest use case? Would the board care? Is it a top 3 priority? How do you help the company and your buyer? What’s stopping them today? Primary audience: your prospects Room 2: clearly articulate your value for your target customers
  13. 13. Re-shuffle your features Structure your product to reinforce your value 52 features vs. 3 modules Incorporate structure into your product & demo Just because you have an API does not mean your product is a platform Primary audience: your evaluators Room 3: explain your product (in the context of your prospects & your value)
  14. 14. GRIDGRID “The Salesforce of online billing” GRID • Product & technology focused • No context • No “why” • No urgency ZUORA’S ORIGINAL MESSAGING (2008)
  15. 15. ZUORA’S NEW “3 ROOMS” MESSAGING “The Subscription Economy” Zuora powers subscription businesses Zuora RBM includes everything you need to manage and grow your subscription business. Commerce | Billing | Finance (Context) (Value) (Product)
  16. 16. EXERCISE #1 TARGET AUDIENCE MATRIX SEGMENT CURRENT CHALLENGE(S) Customer segment 1 Very short description • Sample company • Sample company SPECIFIC USE CASE Very short & to the point statement o f what they need to do …so they can [5 words] “Colorful, between-friends expression here.” Biggest blocker here (what’s stopping them) Ex: “But I can’t because it still takes 15 $!#% hours to pull all the data together each week.” Short headline (1 line only) • Biggest impact 1 …with capability A • Biggest impact 2… enabled by feature B • Biggest impact 3 … with rich capability C SPECIFIC USE CASE REASONS TO CHOSE [YOU]
  17. 17. EXERCISE #2 PRODUCT STRUCTURE MODULE LEADERSHIP MESSAGE Module 1 Very short description • Included feature 1 • Included feature 2 • Included feature 3 Biggest impact value here (short) ….with your proof point / enabler here Short headline for this module (1 line only) • Short benefit 1 …with capability A • Short benefit 2… enabled by feature B • Short benefit 3 … with rich capability C REASONS TO CHOSE [YOU]
  18. 18. EXERCISE #3 COMPANY NARRATIVE 1) Start with what’s happening in the market… that is affecting your target customers • What’s causing pressure? • What’s being disrupted? • What’s disrupting your customer’s world? (CONTEXT) 2) Frame their current situation… and how it is hurting / challenging them • What are they currently having to deal with and do now? • What options do they have? • Highlight the pitfalls/risks of their current options • Flush out their options and the trade offs for each one (FROM TARGET AUDIENCE MATRIX) 3) Define the ideal, utopian solution for the times… in their terms, for their needs and goals • This is not yet about you or your product • Do not mention your company or product yet • Just tee up what an ideal solution would look like • Keep it in the context you set up 4) Now introduce your company’s vision… and high-level value of your product • “That’s why we started [COMPANY]” • “To help companies struggling with…. transforming into…etc.” • Avoid product detail! Just give 1 line overview of your product and then focus on how it helps your target customers. (FROM PRODUCT MODULE MATRIX)
  19. 19. Q&A Judy Loehr Venture Partner Cloud Apps Capital Partners www.cloudappscapital.com @cloudappsvc @judyloehr