#INBOUND16
MYOPIC MARKETING REVISITEDThe Fight for Strategic Relevance and a Happy Life
W. Sean FordSVP and CMO, LogMeIn
relevantare you?
how
#INBOUND16
do you know?how
#INBOUND16
#INBOUND16
1 THE DANGER
#INBOUND16
Slippery Slope of Marketing Irrelevance
Growth
Expense
#INBOUND16
2 THE DEFINITION
#INBOUND16
MARKETING MYOPIAA 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 CAGEIn vogue in the 1930’s in
London…after a book was written
on the value of babies being
“aired.”
Marketing Myopia Revisited
#INBOUND16
Marketing Myopia RedefinedThe 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
#INBOUND16
#INBOUND16
3 THE SYMPTOMS
marketing?how effective is my
#INBOUND16
#INBOUND16
#INBOUND16
marketing performance?how should I measure
#INBOUND16
MQLs?
#INBOUND16
SALs? Downloads?
Pipeline?CAC?
#INBOUND16
LTV / CAC Ratio
2:1
things aren’t always what they seem…
sometimes….
#INBOUND16
#INBOUND16
4 THE DIAGNOSIS
#INBOUND16
Go-to-Market Map
HighConsideration
HighVelocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
Efficiency
#INBOUND16
Go-to-Market Map
HighConsideration
HighVelocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
Efficiency
#INBOUND16
The Four Factors
Marketing Fragmentation
Sales ModelComplexity
Product / MarketFit
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
HighConsideration
HighVelocity
LTV/CAC, Cost/MQL, Rep Productivity
#INBOUND16
5 THE 4-STEP CURE
admit you have a problem
#INBOUND16
#1
#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
#INBOUND16
THANK YOU
Top Related