marketing success: building a customer-centric growth engine - siia deciphering marketing

Marketing Success: Building a Customer-centric Growth Engine

Hello, my name is Lincoln Murphy I’m excited to be presenting at:

@LincolnMurphy

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Advocate Externally @lincolnmurphy

Make your CUSTOMERS

powerful!

They’ll make YOU�

powerful!

HOW will they make you powerful?

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This Directly Impacts Company

VALUATION

Revenue x Multiplier = Value o Customer Lifetime Value (LTV)o Customer Acquisition Cost (CAC)o Net Revenue Retention (NRR)o Total Addressable Market

o There’s more!

@lincolnmurphy

Calculat ing Company Valuat ion

How do you make your customers POWERFUL?

By making them SUCCESSFUL

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Customer Success is NOT...•  Just a Department•  Only Account

Management•  Customer Support•  About Happiness or

Delight

•  Churn Mitigation•  Saving Customers•  “Checking in" with

customers•  Customer hand-

holding @lincolnmurphy

Customer Success is a GROWTH

ENGINE

Customer SUCCESS-

driven Growth

As customers SUCCEED and

EVOLVE…

…their relationship�with us should �

EVOLVE and GROW

Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome.

“

” -  Lincoln Murphy @lincolnmurphy

Customer Success Management is...

• Segmentation• Orchestration•  Intervention• Communication

•  Expansion•  Instrumentation• Operationalization• Recommendation

Grow BECAUSE of your effort, not IN SPITE of it

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Interactions Start�

EARLY

Marketing is the�FRONT LINEof Customer

Success

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

Avoid�BAD FIT

Customers

Who Feels the ACUTE Pain of Bad-fit Customers?

•  Sales•  Implementation•  Product•  Marketing

•  Support•  Account

Management•  Customer Success

Management•  Your Customer!

@lincolnmurphy

Acquire customers with

SUCCESS POTENTIAL

Technical Fit

Functional Fit

Competence Fit

Experience Fit

Cultural Fit

@lincolnmurphy

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

RequiredOutcome

AppropriateExperience

Desired Outcome

WHAT your customer needs to achieve

HOW they need to achieve it@lincolnmurphy

CustomerCharacteris9cs

Method

Customer(segment)

Desired Outcome

@lincolnmurphy

RequiredOutcome

AppropriateExperience

Churn is the SYMPTOM of an Underlying Disease

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Advocate Externally @lincolnmurphy

Enter the conversation ALREADY taking place in your prospect’s mind

Their Desired Outcome

The topic of the conversation in their mind

Their Desired Outcome

LOGICAL EXPANSION

MODEL

LOWER BARRIERS

OPTIMIZEVALUE

DELIVERY

Deliberate Growth Model

RENEWAL & EXPANSION are part

of the Customer’s SUCCESS

Your success is DIRECTLY tied to

their success

Customer. SUCCESS.

When your CUSTOMERS

Succeed...

YOU Succeed!

Thank You!@lincolnmurphy�lincoln@lincolnmurphy.com

Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com

And contact me via lincoln@lincolnmurphy.com

@LincolnMurphy

Marketing Success: Building a Customer-centric Growth Engine