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Nailing your go-to-market positioning
Judy LoehrVenture Partner | Cloud Apps Capital Partners
GTM expertise from 15 years working with B2B cloud application
companies
Fifteen years go-to-market
experience with B2B cloud
companies
Agenda
The Impact of Strong
Messaging
3 Hard Truths
5 Go-To-Market Considerations
The “3 Rooms” Approach
Before & After
3 Homework Assignments
Alignment
Product roadmapMarketing
SalesPartnerships
Helps sales tell your story and
creates a sense of urgency for your
prospects
Awareness
PressInvestorsProspects
Strong positioning accelerates your
business
i Sales Cycles
Creates a shared vision and purpose for
employees and recruiting
Recruiting
HARD TRUTH #1: NO ONE CARES
“No one cares about your belly button, and no one cares
about your product.”
Judy Loehr
HARD TRUTH #2: YOU’RE NOT AS
ALIGNED AS YOU THINK
Anything less than 100% alignment will
sink an early-stage company or stall-out growth at your later
stage company.
“You should try to be more like Slack.”
Most oft-heard advice in 2015
HARD TRUTH #3: YOU’RE GETTING
BAD ADVICE
Focus on the right business model
and go-to-market tactics for your
market,your product
and your prospects
5 go-to-market considerations
AUDIENCE MESSAGINGCHANNELS PRICING & PACKAGING
CAC MODEL
Your unique
segmentsMust be
developed within
the context of
everything else
Where are they
looking and
learning?
“Right-size” for
your segments
and your
strengths
Work through your
acquisition model
and costs
AA
YOUR CONTEXT
Often called the “why”, it’s actually the
“why now”. What’s going on in your
market and what makes you relevant.
YOUR VALUE
Focus is on your target customer
segments, how the “why now” context
is impacting them, and the impact you
could help them make on their
business.
YOUR PRODUCT
Here’s where you first introduce your
product…with a structure that reinforces
your value.
THE 3 ROOMS:a guided
messaging structure
What’s happening in your market?
What’s new in your target industry’s
world?
Are you attacking an established
model?
Why is this happening and
important now?
How are you relevant to
what’s happening in your market?
Primary audience: press &
investors
Room 1: create a compelling context
for your company
What’s their biggest use
case?
Would the board care?
Is it a top 3 priority?
How do you help the
company and your buyer?
What’s stopping them
today?
Primary audience: your prospects
Room 2: clearly articulate your
value for your target
customers
Re-shuffle your features
Structure your product to
reinforce your value
52 features vs.
3 modules
Incorporate structure into
your product & demo
Just because you have an API does not mean your product is a
platform
Primary audience: your evaluators
Room 3: explain your product
(in the context of your prospects & your value)
GRIDGRID“The Salesforce of online billing”
GRID
• Product & technology
focused
• No context
• No “why”
• No urgency
ZUORA’S ORIGINAL MESSAGING (2008)
ZUORA’S NEW “3 ROOMS” MESSAGING
“The Subscription Economy” Zuora powers
subscription businesses Zuora RBM includes everything
you need to manage and grow your subscription business.
Commerce | Billing | Finance
(Context)
(Value)
(Product)
EXERCISE #1 TARGET AUDIENCE MATRIX
SEGMENT CURRENT
CHALLENGE(S)
3 – 5 clear
segments
Customer
segment 1Very short description• Sample company
• Sample company
SPECIFIC USE
CASE
Very short & to
the point
statement of what
they need to do…so they can [5
words]
“Colorful, between-
friends expression
here.”
Biggest blocker here
(what’s stopping
them)
Ex: “But I can’t because it
still takes 15 $!#% hours to
pull all the data together
each week.”
Short headline (1 line only)
• Biggest impact 1 …with capability A
• Biggest impact 2… enabled by
feature B
• Biggest impact 3 … with rich
capability C
SPECIFIC USE CASE REASONS TO CHOSE [YOU]
What they need
to doWhat’s
hindering their
use caseThe benefits they will
get from your solution
EXERCISE #2 PRODUCT STRUCTURE
MODULE LEADERSHIP MESSAGE
3 – 5
modules
Module 1Very short description• Included feature 1
• Included feature 2
• Included feature 3
Biggest impact value here
(short)
….with your proof point / enabler
here
Short headline for this module (1 line only)
• Short benefit 1 …with capability A
• Short benefit 2… enabled by feature B
• Short benefit 3 … with rich capability C
REASONS TO CHOSE [YOU]
Will become intro copy on
your website’s product detail
pageCan become headline and
bullets on a product page on
your website
EXERCISE #3 COMPANY NARRATIVE
1) Start with what’s happening in the
market… that is affecting your target
customers• What’s causing pressure?
• What’s being disrupted?
• What’s disrupting your customer’s world?
(CONTEXT)2) Frame their current situation…
and how it is hurting / challenging them• What are they currently having to deal with and do
now?
• What options do they have?
• Highlight the pitfalls/risks of their current options
• Flush out their options and the trade offs for each
one
(FROM TARGET AUDIENCE MATRIX)
3) Define the ideal, utopian solution for the
times…
in their terms, for their needs and goals• This is not yet about you or your product
• Do not mention your company or product yet
• Just tee up what an ideal solution would look like
• Keep it in the context you set up4) Now introduce your company’s vision…
and high-level value of your product• “That’s why we started [COMPANY]”
• “To help companies struggling with…. transforming into…
etc.”
• Avoid product detail! Just give 1 line overview of your
product and then focus on how it helps your target
customers.
(FROM PRODUCT MODULE MATRIX)
Q&A
Judy LoehrVenture Partner | Cloud Apps Capital Partners