marketing success: building a customer-centric growth engine - siia deciphering marketing
TRANSCRIPT
Marketing Success: Building a Customer-centric Growth Engine
Hello, my name is Lincoln Murphy I’m excited to be presenting at:
@LincolnMurphy
Stay longer
Buy More
Expand Internally
Advocate Externally @lincolnmurphy
Make your CUSTOMERS
powerful!
They’ll make YOU�
powerful!
HOW will they make you powerful?
Stay longer
Buy More
Expand Internally
Advocate Externally @lincolnmurphy
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
Stay longer
Buy More
Expand Internally
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�[email protected]
Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com
And contact me via [email protected]
@LincolnMurphy
Marketing Success: Building a Customer-centric Growth Engine