W. Sean Ford - Myopic Marketing Revisited

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MYOPIC MARKETING REVISITEDThe Fight for Strategic Relevance and a Happy Life

W. Sean FordSVP and CMO, LogMeIn

relevantare you?

how

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do you know?how

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1 THE DANGER

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Slippery Slope of Marketing Irrelevance

Growth

Expense

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2 THE DEFINITION

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MARKETING MYOPIAA short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants.

-Theodore Levitt

“

“

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THE BABY CAGEIn vogue in the 1930’s in

London…after a book was written

on the value of babies being

“aired.”

Marketing Myopia Revisited

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Marketing Myopia RedefinedThe tendency to assess marketing performance in a vacuum--

entirely separate from the dynamics of the market and the degree

of alignment in a company’s broader go-to-market strategy

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3 THE SYMPTOMS

marketing?how effective is my

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marketing performance?how should I measure

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MQLs?

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SALs? Downloads?

Pipeline?CAC?

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LTV / CAC Ratio

2:1

things aren’t always what they seem…

sometimes….

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4 THE DIAGNOSIS

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Go-to-Market Map

HighConsideration

HighVelocity

Lower-Growth Market

High-Growth Market

Go To Market Mix

Efficiency

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Go-to-Market Map

HighConsideration

HighVelocity

Lower-Growth Market

High-Growth Market

Go To Market Mix

Efficiency

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The Four Factors

Marketing Fragmentation

Sales ModelComplexity

Product / MarketFit

Market Dynamics

• Competitive intensity/ market saturation• Entry and exit barriers (competitors/customers)• Maturity (overall and within core segments)

• Multi-channel vs. Mono• Global vs. Regional• Touch vs. No Touch

• Grow, Sustain (momentum), Retain• Bookings vs. “Users”

• Expand Core vs. Extension (TAM)• Adoption Investment Level?• Coverage (Segment / Tiers)

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Performance Measurement

eComm

Efficiency

Revenue

Targets

• MQLs• Pipeline Contribution• Demos/Chats• Net New Opportunities

• Trials/Quality Trial• Registrations• AOS• Conversion Rate• eComm Bookings• Retention

KPI Categories

HighConsideration

HighVelocity

LTV/CAC, Cost/MQL, Rep Productivity

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5 THE 4-STEP CURE

admit you have a problem

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#1

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be willing to talk about it#2

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apply treatment to relieve #3

the greatest pain

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monitor ongoing vital signs#4

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1.1. Admit you have a problem

2.2. Be willing to talk about it

3.3. Apply treatment to relieve the greatest pain

4.4. Monitor ongoing vital signs

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THANK YOU