AUREN HOFFMANFMR CEO — CHAIRMAN / LIVERAMP — SIFTERY

TOP FIVE THINGS I LEARNED FROM LIVERAMP THAT

WE ARE STILL DOING AT SIFTERY

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1.All-around athletes beat position players … in the early days

2.Put yourself in a defined box (eschew optionality)

3.Focus on a small (and fast-growing) market … that you will win

4.Product-oriented companies needproduct-oriented salespeople

5.Future of enterprise software is abundance

SUMMARY

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All-AROUND ATHLETES BEAT POSTION PLAYERS(IN THE EARLY DAYS)

•Start-ups need All-Around Athletes.

•Scaling needs Position Players

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PUT YOURSELF IN A DEFINED BOX (ESCHEW OPTIONALITY)

•Clearly state what you will not do.

•Do not A/B test your strategy.

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FOCUS ON A SMALL (AND FAST-GROWING) MARKET …THAT YOU WILL WIN

Think about these three things:

1.Initial Product: Can your start-up get to just $10 million in revenues in the current market you are pursuing?

2.Dominance: Will your start-up be the dominant player in that micro-market?

3.Team: Once your company is no longer going to grow at 100%+/year, is the team good enough to move into and dominate other adjacent markets (even if we have no idea what they will be at this time)?

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PRODUCT-ORIENTED COMPANIES NEED PRODUCT-ORIENTED SALESPEOPLE

•Commodity product and high competition: relationship salesperson

•Differentiated product and low competition: product-oriented salesperson

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•10x number of vendors in last ten years … and that trend will continue.

•Selling into the enterprise has never been easier ... and it will get even easier.

•This is great for start-ups.

FUTURE OF ENTERPRISE SOFTWARE IS ABUNDANCE

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AUREN HOFFMANFMR CEO — CHAIRMAN / LIVERAMP — SIFTERY

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