five habits of highly successful saas/cloud businesses

Tim BarkerChief Product OfficerDataSift@timbarker

5 secrets for GUARANTEED* SaaS Success

* conditions apply

10 years in Enterprise SaaSFounded 3 Companies

CPO at DataSift: Big Data for Social data

Last company acquired by salesforce.com

5 years in US HQ, UKProduct Strategy for

Content/CollabEMEA Marketing

Engineer by Trade

About me

Social data is hard to analyze

Big. Fast. Messy. Text.

Relevant. Rich. Integrated. Data

Big Data for streaming, social data

Aggregate DeliverProcess

>1Bn items daily Unique high-performance filtering engine and language

for real-time and historical data processing

Deliver enriched,

refined data into your

business for analysis

Business Building Menu Du Jour

Value Proposition

Agile - MVP

Product / Market Fit

Build Awareness. PR & Content

Lead Generation & Nurturing

Data-driven product improvement

Pipeline & MRR Building

Iterate

Everyone is doing PR

Everyone is doing email marketing

Everyone is doing content marketing

Everyone is doing social marketing

salesforce.com grew to $1Bn Revenue withLimited Marketing Automation

NO Single View for AnalyticsNO “Growth Hackers”

Top DownMarket Making

Positioning, Awareness, Sales Enablement, Momentum.

Bottom UpData-Driven Marketing

Adoption, Conversion, A/B Testing, Funnel

Choose your marketing

Top Down

Bottom Up

You can’t optimize

yourself to greatness

5 secrets for GUARANTEED* SaaS Success

#1Industry

Transformation(name and claim the future)

InternetMobileSocial changes

everything

Enterprise Cloud Computing

1960sMainframe

1980sClient/Server

Today

Salesforce.com Mission: Cloud Computing Driver, Catalyst, and Evangelist

Market Relevance

Emotional Hook

Zuora

Nothing creates angst better than a crackin the ground

What about your company?

Your customers and employees are social.

The Social Divide: Customers and Companies

Hubspot wrote the book

SalesHood – write the book

#2Customers sell for you

(“Always lead with customer success”)

Video First – success stories, not case studies

#3Momentum

(Drumbeat)

PR Stack-RankControversyAcquisition

Financing / FundingOriginal Research

Customers / PartnersProduct Launch

HiringMetrics

40% Customers60% Prospects

proprietary events beat3rd party events

Can get expensive….

Exclusive: CXO Council / Roundtable

Community:Customers + Prospects + Beers

Open Source your Event.Bigdataweek.com

socialdataweek.com – 17 Global Events. 1500+

Attendees.

#4Focus

#4Not Focus.Alignment.

VisionValuesMethodsObstaclesMetrics

V2MOM =

VisionThemesObjectivesMetrics

VTOM =

Vision (for the year) Real-time customer data has the potential to transform

companies and industries.

Social, Mobile and Device data is just the start.

In 2014, we are expanding beyond social. Build and launch our proposition and platform to process any

human-created data.

Themes1. Human-data platform | 2. Dominate Social | 3. Scale

for Growth

ObjectivesStack rank of 3-10 priorities for the company

What will move the needle

MetricsEach Objective has metrics

Cascade through company

Visible to allBasis for perf. reviews

#5Web Pipeline

Machine

1. Generate Buzz2. Drive to website

3. Follow up with humans

Reached $1Bn Revenue withNO Marketing Automation

NO Big Data AnalyticsInside Sales (SRs) call everyone

#1 Industry Transformation#2 Customers sell for you#3 Momentum#4 Alignment#5 Web Pipeline Machine

Use these wisely. Questions?

Questions?Contact me@timbarkertim.barker@datasift.com