Just One Account LEAN PRINCIPLES AND ENTERPRISE MARKETING TRANSFORMATION

RISHI DAVE

CMO, DUN & BRADSTREET

@rishipdave

February 25, 2016

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Big Enterprises & Start-Ups: What’s the difference?

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Scale (of everything)

Aversion to Risk

Bureaucracy

2 1 3

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The Dun & Bradstreet Opportunity

Marketing & Culture the Key Drivers of the Growth

Simplify a Complex Business; Focus a

Complex Organization

A Firm Growth Mandate

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Just One Account Minimum Viable Prospect

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ANALYTICS

How do we get to our minimum viable prospect?

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1. Blue Handle Global

2. Duffel Systems

3. Live Wavelength Global

4. Drongo Inc.

5. Musette Mix

Prioritized Accounts

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MVP design Awareness

General Education Consideration Preference Purchase Post-Purchase

Lead

Qua

lity

& R

ichn

ess

Content Sophistication and Deal Intensity

Thought Leadership

Competitive Analysis

Integration Guides

Customer Workshops

Customer Events

Community & Forums

Research Best Practices

Webinars

Workshop

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Measure

1 Tactics

2 Stories

3 Satisfaction

4 Pipeline

5 Revenue

Time

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Communicate & Expand

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Experiments Scale number of accounts

Account

Account

Account

Account

Account

Account

Account

Account

Account

Account

Account

Account

Account

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Big Impact on the Company

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Three Lessons For Getting Lean in a Big Company

1)  Don’t worry about scale at first

2)  Measure, measure, measure

3)  Communicate

BEFORE AFTER

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謝謝 Dankjewel

merci ありがとう धन्यवाद

Thank You

Rishi Dave, Chief Marketing Officer @RishiPDave