5 SECRETS TO GROWTH Lincoln Murphy, Founder Sixteen Ventures
Presented to:
June 3, 2015
THE ONE SECRET OF
100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being
DELIBERATE.
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Deliberate Growth Framework
Get Deliberate
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
Why Get Deliberate? • Throwing a bunch of stuff at the wall and
seeing what sticks is for amateurs • It wastes time, resources, energy,
money, etc.
Deliberate Growth Framework
Question! How many of you believe that, given enough time, money, and
resources, anything is possible?
Deliberate Growth Framework
Why Get Deliberate? • Grow because of – not in-spite - of your
efforts • No More Sloppy Progress!
Deliberate Growth Framework
Sloppy Progress • Accepting any growth as good growth • Focusing on Vanity Metrics • Seeds of Churn are Planted Early
Deliberate Growth Framework
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
Question! How many of you have
implemented Customer Success in your business?
Deliberate Growth Framework
customer success = “Your customer achieving their Desired Outcome
through their interactions with your company.”
Deliberate Growth Framework
Customer Success Management = “Proactively
managing the process of your customers achieving their
Desired Outcome” Deliberate Growth Framework
Customer Success is Hot
Deliberate Growth Framework
• Part of the SaaS Business Model now • Driver of Customer Lifetime Value (LTV)
• Longer Lifetime • More Revenue • Second Order Revenue
When to do Customer Success?
Deliberate Growth Framework
• Before you Launch (or Now) • Churn Kills
• Company Value • Morale • Total Addressable Market
When to do Customer Success?
Deliberate Growth Framework
• Only Acquire Customers with Success Potential • Technical Fit • Functional Fit • Experience Fit • Support Fit
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
What is Desired Outcome?
Deliberate Growth Framework
• What they want to achieve through their interactions with your company
• Required Outcome + Appropriate Experience
The Success Gap
Deliberate Growth Framework
• Their Desired Outcome may only be achieved outside of your product
• The best companies understand & bridge this gap
MarCom-Specific
Deliberate Growth Framework
Your customers don’t want to send an email, distribute a press release, or inject themselves into conversations on the web
MarCom-Specific
Deliberate Growth Framework
• Your customers want more users, more customers, more revenue, etc.
• If they fail to achieve that they will blame you (so… bridge the Success Gap)
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier
Deliberate Growth Framework
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937
Deliberate Growth Framework
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
What is FOMO?
Deliberate Growth Framework
• Fear of Missing Out • “… we must sign that customer no matter what” • “… ‘go wide’ … don’t narrow your focus” • “… take that custom dev …”
The Reality of FOMO
Deliberate Growth Framework
• You ARE missing out by not focusing • Real, Actionable Insights • It’s better to not sign a customer who’s a
bad fit now and possibly sign them later when they are a good fit
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
What is an Ideal Customer?
Deliberate Growth Framework
The customer type that – over a strictly-defined time frame - you will dedicate Sales and Marketing Resources to acquire.
Deliberate Growth Framework
Ideal Customer Profile Ready Willing Able
Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential
Ideal Customer Profile Framework
Ideal Customer Profile
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential
Situation
Ideal Customer Profile Framework
Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?
Is this just Persona Mapping?
Deliberate Growth Framework
• No. • Persona mapping comes AFTER you’ve
identified your Ideal Customer • Personas are different depending on
customer type
Ideal Customer Profile is Powerful
Deliberate Growth Framework
• Deliberate Customer Acquisition! • Generally you can only test tactics; this
allows you to test customers • Kills FOMO because it’s temporary
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate