June 22 & 23, 2016 at http://tractionconf.io.

1. Building a Data Driven
Growth Organization
Heather Zynczak
@hzynczak

2. CONFIDENTIAL 2

3. CONFIDENTIAL 3
Build a
brand.

4. CONFIDENTIAL 4
Top 10 Global Brand on LinkedIn

5. CONFIDENTIAL 5

6. CONFIDENTIAL 6

7. CONFIDENTIAL 7
Domo blue
RGB 153, 204, 238
Hex 99CCEE
Pantone 291C
Domo blue is rendered
differently between Mac and
PC when using PPT. This is
especially true when importing
images.
When using a Mac, to hit the
most correct color the RGB
and Hex values change slightly
to:
Domo blue
RGB 139, 191, 229
Hex 8BBFES

8. CONFIDENTIAL 8
Fuel
growth.

9. CONFIDENTIAL 9
Marketing Sourced ACV Last Month
Total
$2,011,354

10. CONFIDENTIAL 10

11. CONFIDENTIAL 11
but…..

12. CONFIDENTIAL 12

13. CONFIDENTIAL 13
CAC = Sum of all Sales and Marketing Expense / # of New Customers Added
MN [Magic number] =
(Rev[Q4] – Rev[Q3]) *4
Exp_SM[Q3]
Basic Lifetime Value = ARPU
Revenue or Customer Churn
ARPU =
Revenue in Time Period
# of Users in Time Period
Churn Rate = 1 – Retention Rate
Retention Rate (Customer) =
Non new Users this Period
Total Users Last PeriodRetention Rate (Revenue) =
Non new User Revenue this Period
Total Revenue Last Period

14. CONFIDENTIAL 14
Focus on
growth
with an eye on
profitability

15. CONFIDENTIAL 15
Be
data driven.

16. Data-driven Decisions circa 1960
“Your ad dollars are working, trust us”

17. Data-driven Decisions circa 2016

18. Drowning in DATA…
… thirsty for INFORMATION

19. CONFIDENTIAL 19
Live by ROI.
1

20. CONFIDENTIAL 20
THE MAJORITY OF MARKETERS
ARE HELD ACCOUNTABLE FOR ROI–
BUT NEARLY HALF CANNOT MEASURE
IT.
82% are held accountable for ROI on marketing spend–
but only 33% have access to marketing contribution to revenue.
That puts
of marketers in a pretty tough spot.
49%
33%
82%
Have access to marketing contribution revenue
Are held accountable

21. CONFIDENTIAL 21

22. CONFIDENTIAL 22

23. CONFIDENTIAL 23

24. CONFIDENTIAL 24

25. CONFIDENTIAL 25

26. CONFIDENTIAL 26

27. CONFIDENTIAL 27
Be scrappy.
Guerilla marketing is your friend.
2

28. CONFIDENTIAL 28

29. CONFIDENTIAL 29
• 703 campaigns
• Over 75k leads
• 51% of digital ACV

30. CONFIDENTIAL 30
• TAP (Twitter Audience Platform)
• Target Bidding
• CPX
• Exelate Audiences
• Promoted Video
• Sysomos Targeted Audiences
• Quantcast Tailored Audiences
• Twitter Bio Targeting
• Twitter Tailored Audiences (Conversion Tracking)
• Web Cards
Twitter beta programs

31. CONFIDENTIAL 31
Create a
culture of
accountability.3

32. CONFIDENTIAL 32

33. CONFIDENTIAL 33

34. CONFIDENTIAL 34
• Focus on Growth
• Be the Brand Champion
• Partner with Sales to fuel growth
• Profitability is just as important
• Leverage ROI
• Be scrappy. Guerilla marketing is your friend.
• Create a culture of accountability.

35. Thank you.
Heather Zynczak
@hzynczak