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In this marketing plan how-to geared towards startups, you'll learn all about all about setting marketing goals, objectives, and forming marketing tactics to grow your startup. Slides from Actifio CMO Mike Troiano's class at Intelligent.ly around how to create a start-up marketing plan.
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Planning for Reality SEPTEMBER 19, 2012
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach 6:15 - Hands-On Workshop 6:45 - Group Exercise 7:00 - Class Exercise 7:30 - Fin.
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Most Marketing Plans
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Helmuth von Moltke
“No plan of operations extends with certainty beyond the first encounter with the enemy’s main strength.”
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Helmuth von Moltke
“No plan survives contact with the enemy…”
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“Good battlefield strategy boils down to a system of expedients.”
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Dwight D. Eisenhower
“Plans are useless.” “But planning is everything.”
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. ©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real business
race to scale
proven opportunity
shared vision
The Startup Journey
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SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKET CONVICTION VS. FLEXIBILITY
passionate hypothesis
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
A System of Expedients
• goal – what we hope to achieve • objective – how we will measure success • strategy – an approach we think will win • program – collection of related tactics • tactic – an execution that takes this approach • plan – how we intend to execute
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Goals
1. Deliver leads that support our sales goals. 2. Develop tools that make sales more effective. 3. Establish copy data in the market conversation. 4. Build infrastructure to support scaled growth. 5. Improve experience of new & current customers. 6. Shape culture to reinforce brand and values.
9 COPYRIGHT © 2012 ACTIFIO
Objectives: Leads
• Marketing programs create X Suspects • ISRs generate Y Prospects • Sales team members accept Z Buyers
• Q% Prospect Conversion Rate
• Sales team closes B new customers • N% Buyer Conversion Rate
• Sales team closes $X attributed revenue • Open up X new channel partner relationships • Become preferred partner for X partners
10 COPYRIGHT © 2012 ACTIFIO
Strategies
1. Simplify and Align Actifio Positioning & Story 2. Establish Product Marketing Capability 3. Refine Inside Sales Model 4. Establish Actifio University for New Hires 5. Implement social tools for Global KM 6. Shift Focus to Channels/EBC From Events 7. More Focus on Gartner, IDC, Forrester 8. Shift Focus of PR Effort to Copy Data 9. Focus on Relationship Marketing Programs
Copyright ©2012 ACTIFIO
Tactics
• Web Site - Explain what it is and how it works • Product Line Overhaul – Repackaging effort • Copy Data Estimator - System to quantify easily • TCO / ROI Calculator – Reflecting best practices • Proposal Generator – Or at least a template to
make this easier using the above
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach 6:15 - Hands-On Workshop 6:45 - Group Exercise 7:00 - Class Exercise 7:30 - Fin.
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
A System of Expedients
• goal – what we hope to achieve • objective – how we will measure success • strategy – an approach we think will win • program – collection of related tactics • tactic – an execution that takes this approach • plan – how we intend to execute
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©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach 6:15 - Hands-On Workshop 6:45 - Group Exercise 7:00 - Class Exercise 7:30 - Fin.
15
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
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Pair. Pitch. Switch.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach 6:15 - Hands-On Workshop 6:45 - Group Exercise 7:00 - Class Exercise 7:30 - Fin.
17
thank you. @miketrap
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