#FlipMyFunnel Austin - Lincoln Murphy - Take the Power Back!

Take the Power Back!

Hello, my name is Lincoln Murphy I am the Growth Architectfor Winning by Design™

@LincolnMurphy

Take the Power BACK!

The Power has Shifted

Customers haveALL thepower!

Pay as you go Subscriptions

No Vendor Lock-in

Few barriers to exit

Low switchi

ng costs

“We have to PROVE our

value everyday!”

This FREAKS

Vendors Out

Take the Power BACK!

But what if it’s NOT abouttaking the

power BACK?

@lincolnmurphy

We’re all in this

TOGETHER!

We need to look at

POWER differently

“POWERis the

capacity to alter the state of others”

We can’ttake itBACK

That power is GIVEN

to us

Power requires them to TRUST

you

We EXIST to alter the

state of our customers

We have an AMAZING amount of

power

Make your CUSTOMERS

powerful!

They’ll make YOU

powerful!

Draw a Line in the Sand


Newton’s3rd Law


“What goaround come around, kid.” – Cypress Hill

How will they make

US powerful?

Stay longerBuy More

Expand InternallyAdvocate Externally

@lincolnmurphy

How do we make our customers

POWERFUL?

By making them

SUCCESSFUL

Focus onCUSTOMER SUCCESS

Desired OutcomeCustomer Success is when customers achieve their

interactions

through with your companytheir

“”- Lincoln Murphy

@lincolnmurphy

The Future of Business

ISCustomer Success

Customer Success

Operating Philosophy

Customer Success

Operating Model

OrchestrateOperationali

zeInstrument


interactions



@lincolnmurphy

RequiredOutcome

AppropriateExperience

Desired Outcome

What your customer needs to achieve

How they need to achieve it

@lincolnmurphy

Customer Characteristics

RequiredOutcome

AppropriateExperience

Method

Customer(segment)

Desired Outcome

@lincolnmurphy

More people to my event

Email Marketing

Desired Outcome – Email Marketing

@lincolnmurphy

DIY, no $$$, tech-first


API, self-service, Slack

support channelEmail Marketing

Early-stage

Startup


@lincolnmurphy

Must work, has $$$, less-

tech


GUI, 24/7 support, 3-year

contractEmail marketing

F500 Dept.


@lincolnmurphy

@lincolnmurphy

Point A to B

quickly & safely Air Travel

Desired Outcome – Air Travel

@lincolnmurphy

needs to work, no

time to eat

Point A to B

quickly & safely

Assigned seating, WiFi, food service,

room to workAir Travel

Business Traveler


@lincolnmurphy

Save money, enjoy

destination

Point A to B

quickly & safely

Cheap fare,

snacks and drinksAir Travel

Family going on vacation


@lincolnmurphy


interactions



@lincolnmurphy

Interactions start

EARLY

Marketing & Sales SET

THE TONE for the

relationship

“The seeds of churn are planted early” – Lincoln Murphy@lincolnmurphy

The initial sale is critical, but it’s just the tip of the

iceberg

Year 1 Year 2 Year 3 Year 4 Year 5

80%

20%

Customer LifetimeValue

Year 1 Year 2Year 3 Year 4

Year 5

> 95%

< 5%


Year 1 Year 2Year 3 Year 4

Year 5

> 98%

< 2%

Year 6


Engage prospects with

SUCCESS POTENTIAL

AvoidBAD FIT

customers

Acquire customers that will GROW &

ADVOCATE

Cut through the NOISE to

get to the account

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier

c. 1937

Their Desired Outcome

The topic of the conversation in their mind

Their Desired Outcome

@lincolnmurphy

Shortens sales cycles

Increases sales velocity

Improves CAC efficiency

Expands account potential

Desired Outcome in ABM


interactions



@lincolnmurphy

Customer. SUCCESS.

When your CUSTOMERS

Succeed...

YOU Succeed!

Thank You!@[email protected]

You are awesome. Thank you for attendingLearn more about me at

http://sixteenventures.comAnd contact me via

[email protected]@LincolnMurphy

Take the Power Back!

http://sixteenventures.com/

mailto:[email protected]

#FlipMyFunnel Austin - Lincoln Murphy - Take the Power Back!

Marketing

Transcript of #FlipMyFunnel Austin - Lincoln Murphy - Take the Power Back!