Manage Up to Scale Up: Making the MarTech Business Case

#ufx2016

Seth lieberman

@Snap_App   @sethwlieberman

Manage  Up  to  Scale  Up:Making  the  MarTech Business  Case  

Seth  Lieberman

@sethwlieberman

Uberflip Experience  2016

me

@Snap_App   @sethwlieberman

@Snap_App   @sethwlieberman

Source:  Evolution  Partners

SCALING  IS  HARD:  WHERE  ARE  YOU?

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1. Does  it  drive  a  business  outcome?  

2. Do  you  have  the  people  and  process  in  place  to  support  it?  

HOW  TO  SCALE  YOUR  MARKETING

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START  WITH  THE  PROBLEM

• “How  can  we  get  our  email  database  to  respond?”  • “How  can  we  improve  website  engagement?”

• “Can  our  existing  tools  do  more?”  

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HOW  DOES  IT  FIT  WHAT  I  HAVE?

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HOW  TO  PILOT:  PROJECTING  ROI

• Roll-­‐out  plan• KPI:  Engagement  (Responses)

• KPI:  First  Time  Appointments  (FTAs)

• ROI  in  terms  of  closed/won  opportunities  

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SUCCESS  IN  100  DAYS

• Purchased  January  1• First  content  live  Feb.  5• Revenue  attributed  over  time

• 9  experiences  live  in  100  days 23%

contributed  revenue

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SELLING  UP:  THE  INTERNAL  CASE  STUDY

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1. Identify  wasted  money  or  time  in  the  status  quo  2. Justify  in  terms  of  your  existing  programs,  people,  processes  3. Forecast  outcomes  in  terms  your  manager  cares  about4. Pilot in  an  agreed-­‐upon  timeframe5. Report  against  agreed  KPIs  

5  STEPS  TO  BUILD  A  BUSINESS  CASE