Upload
flipmyfunnel
View
278
Download
1
Embed Size (px)
Citation preview
Take the Power Back!
Hello, my name is Lincoln Murphy I am the Growth Architectfor Winning by Design™
@LincolnMurphy
Take the Power BACK!
The Power has Shifted
Customers haveALL thepower!
Pay as you go Subscriptions
No Vendor Lock-in
Few barriers to exit
Low switchi
ng costs
“We have to PROVE our
value everyday!”
This FREAKS
Vendors Out
Take the Power BACK!
But what if it’s NOT abouttaking the
power BACK?
But what if it’s NOT abouttaking the
power BACK?
@lincolnmurphy
We’re all in this
TOGETHER!
We need to look at
POWER differently
“POWERis the
capacity to alter the state of others”
We can’ttake itBACK
That power is GIVEN
to us
Power requires them to TRUST
you
We EXIST to alter the
state of our customers
We have an AMAZING amount of
power
Make your CUSTOMERS
powerful!
They’ll make YOU
powerful!
Draw a Line in the Sand
Draw a Line in the Sand
Draw a Line in the Sand
Newton’s3rd Law
Draw a Line in the Sand
“What goaround come around, kid.” – Cypress Hill
How will they make
US powerful?
Stay longerBuy More
Expand InternallyAdvocate Externally
@lincolnmurphy
How do we make our customers
POWERFUL?
By making them
SUCCESSFUL
Focus onCUSTOMER SUCCESS
Desired OutcomeCustomer Success is when customers achieve their
interactions
through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
The Future of Business
ISCustomer Success
Customer Success
Operating Philosophy
Customer Success
Operating Model
OrchestrateOperationali
zeInstrument
Desired OutcomeCustomer 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
Customer Characteristics
RequiredOutcome
AppropriateExperience
Method
Customer(segment)
Desired Outcome
@lincolnmurphy
More people to my event
Email Marketing
Desired Outcome – Email Marketing
@lincolnmurphy
DIY, no $$$, tech-first
More people to my event
API, self-service, Slack
support channelEmail Marketing
Early-stage
Startup
Desired Outcome – Email Marketing
@lincolnmurphy
Must work, has $$$, less-
tech
More people to my event
GUI, 24/7 support, 3-year
contractEmail marketing
F500 Dept.
Desired Outcome – Email Marketing
@lincolnmurphy
@lincolnmurphy
Point A to B
quickly & safely Air Travel
Desired Outcome – Air Travel
@lincolnmurphy
needs to work, no
time to eat
Point A to B
quickly & safely
Assigned seating, WiFi, food service,
room to workAir Travel
Business Traveler
Desired Outcome – Air Travel
@lincolnmurphy
Save money, enjoy
destination
Point A to B
quickly & safely
Cheap fare,
snacks and drinksAir Travel
Family going on vacation
Desired Outcome – Air Travel
@lincolnmurphy
Desired OutcomeCustomer Success is when customers achieve their
interactions
through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Interactions start
EARLY
Marketing & Sales SET
THE TONE for the
relationship
“The seeds of churn are planted early” – Lincoln Murphy@lincolnmurphy
The initial sale is critical, but it’s just the tip of the
iceberg
Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer LifetimeValue
Year 1 Year 2Year 3 Year 4
Year 5
> 95%
< 5%
Customer LifetimeValue
Year 1 Year 2Year 3 Year 4
Year 5
> 98%
< 2%
Year 6
Customer LifetimeValue
Engage prospects with
SUCCESS POTENTIAL
AvoidBAD FIT
customers
Acquire customers that will GROW &
ADVOCATE
Cut through the NOISE to
get to the account
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier
c. 1937
Their Desired Outcome
The topic of the conversation in their mind
Their Desired Outcome
@lincolnmurphy
Shortens sales cycles
Increases sales velocity
Improves CAC efficiency
Expands account potential
Desired Outcome in ABM
Desired OutcomeCustomer Success is when customers achieve their
interactions
through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Customer. SUCCESS.
When your CUSTOMERS
Succeed...
YOU Succeed!
Thank You!@[email protected]
You are awesome. Thank you for attendingLearn more about me at
http://sixteenventures.comAnd contact me via
[email protected]@LincolnMurphy
Take the Power Back!