align and succeed with customer advocates
DESCRIPTION
Influitive founder and CEO Mark Organ's REVTalks: The Revenue Marketing Summit presentation (Jan. 27, 2014) Today’s digital world requires we turn our attention from stakeholders to advocates. Mark Organ shares what this new world of the advocate looks like and how you, as a marketing executive, can harness the power of the advocate to impact your revenue growth in 2014.TRANSCRIPT
Align and Succeed with Customer Advocates!
Presented by Mark Organ, Founder and CEO
@markorgan | @influitive | #revtalks [email protected]!
This is a crazy time to be a revenue marketer.!
@markorgan | @influitive | #revtalks!
Constant changes to SEO!
Constant changes to SEO!
O
Proliferation of content marketing!
Proliferation of content marketing!
Explosion of social channels & communities!
Explosion of social channels & communities!
M SOCIAL MEDIA
In this era of disruptive change in how our customers buy, how can we …!
@markorgan | @influitive | #revtalks!
Align with our stakeholders!
Build the gorilla in our markets!
Sleep well at night, because we are living with integrity!
The way to align our companies and win is by organizing around advocates, and advocacy, as the key goal.!
@markorgan | @influitive | #revtalks!
So I had a discovery…!
THE GOAL:!Maximize Throughput While Minimizing Inputs and Costs!
But then I wondered…!
What is throughput for a software company?!
But then I wondered…!
And then I realized…!
Advocates are THE GOAL!
Net Promoter Score was a good start, but flawed.!
David Skok’s 1 Day Sales Cycle!
Every rapid buying process had advocates deeply involved.!
It was difficult to generate more advocate activity, but The Markies awards were a standout success.!
Alignment and success with advocates!
Systematically generate leads at scale and convert. !
Advocates generate the best leads and accelerate the rest.!
Maximize the value of the company.!
Advocates maximize company value through optimization of LTV/CAC.!
Sleep well at night.!
Producing advocates feels incredible!!
We need to organize around advocates!
@markorgan | @influitive | #revtalks!
The Next Frontier: !Marketing – Customer Success Alignment!
Enlistment is a core process, required for profitability!
What makes advocates tick?!
@markorgan | @influitive | #revtalks!
Advocacy is part of what makes us human.!
Once we get beyond physical needs…!
6 year old girls are compelled to advocate for what they love.!
What motivates advocates? !(1) Part of the Team!
Part of the Team!
What motivates advocates? !(2) Measurable Impact!
Measurable Impact!
What motivates advocates? !(3) Social Currency!
Social Currency!
Companies that are organizing around their advocates!
@markorgan | @influitive | #revtalks!
@markorgan | @influitive | #revtalks!
It’s time to put our best people, disciplined processes and appropriate technologies around advocacy if we are going to succeed as revenue marketers. Thank you.!
@markorgan | @influitive | #revtalks!