five habits of highly successful saas/cloud businesses
DESCRIPTION
Talk I gave at the Business of Software UK Event in June 2014 (http://businessofsoftware.org.uk/) focused on the 5 habits of successful cloud businessesTRANSCRIPT
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 [email protected]@datasift.com