INTRODUCING THE DELIBERATE GROWTH FRAMEWORKLincoln Murphy, FounderSixteen Ventures

100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being

DELIBERATE.

Deliberate = “done consciously and

intentionally”

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Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Deliberate Growth Framework

Get Deliberate

http://sixteenventures.com/

Deliberate Growth Framework

Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate

http://sixteenventures.com/

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 http://sixteenventures.com/

Question!

How many of you believe that, given enough time, money, and

resources, anything is possible?

Deliberate Growth Framework http://sixteenventures.com/

Why Get Deliberate?• Grow because of – not in-spite - of your

efforts• No More Sloppy Progress!

Deliberate Growth Framework http://sixteenventures.com/

Sloppy Progress• Accepting any growth as good growth• Focusing on Vanity Metrics• Seeds of Churn are Planted Early

Deliberate Growth Framework http://sixteenventures.com/

Deliberate Growth Framework

Churn = Bad

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Deliberate Growth Framework

Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate

http://sixteenventures.com/

Startups are a BusinessThe Product / Market Fit Fallacy

Copyright © 2016 Sixteen Ventures. All rights reserved.

You’ve got 99 Problems…but Product / Market Fit isn’t One

Copyright © 2016 Sixteen Ventures. All rights reserved.99 PROBLEMS

Startups need Churn to Learn?No. This is a dangerous lie.

Copyright © 2016 Sixteen Ventures. All rights reserved.

Customer Churn Kills!• Company Value• Total Addressable Market• Employee (and Founder) Morale• Time!

Copyright © 2016 Sixteen Ventures. All rights reserved.

Customer Success is not Required•You will not FAIL without it•But you will not THRIVE

Copyright © 2016 Sixteen Ventures. All rights reserved.

Without Customer Successyou will end-up…

AVERAGE!!!!!

Copyright © 2016 Sixteen Ventures. All rights reserved.

AVERAGESUCKS!

Customer Success is when your customers achieve their Desired Outcome through their interactions with your

company.Deliberate Growth Framework http://sixteenventures.com/

Customer Success Management is the proactive orchestration

of the customer’s journey toward their ever-evolving Desired

Outcome.

Deliberate Growth Framework http://sixteenventures.com/

Customer Success is Hot

Deliberate Growth Framework

• Part of the SaaS Business Model now• Driver of Customer Lifetime Value (LTV)

• Longer Lifetime• Account Expansion• Customer-driven Growth

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When to do Customer Success?

Deliberate Growth Framework

• Before you Launch (or Now)• Churn Kills

• Company Value• Morale• Total Addressable Market

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When to do Customer Success?

Deliberate Growth Framework

• Only Acquire Customers with Success Potential• Technical Fit• Functional Fit• Experience Fit• Support Fit

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Deliberate Growth Framework

Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate

http://sixteenventures.com/

Deliberate Growth Framework http://sixteenventures.com/

The Success Gap

Deliberate Growth Framework

• Their Desired Outcome may only be achieved outside of your product

• The best companies understand & bridge this gap

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Protip: How to use Desired Outcome in your Marketing

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“Enter the conversation already taking place in your customer’s mind.” – Robert Collier

Deliberate Growth Framework http://sixteenventures.com/

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937

Deliberate Growth Framework http://sixteenventures.com/

Success = Their Desired Outcome

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The topic of the conversation in their

mindSuccess = Their Desired Outcome

http://sixteenventures.com/

Deliberate Growth Framework

Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate

http://sixteenventures.com/

Question!

How many of you know what FOMO means?

Deliberate Growth Framework http://sixteenventures.com/

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 …”

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Question!

How many of you have experience FOMO before?

Deliberate Growth Framework http://sixteenventures.com/

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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

http://sixteenventures.com/

Deliberate Growth Framework

Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate

http://sixteenventures.com/

Question!

How many of you have developed an

Ideal Customer profile?

Deliberate Growth Framework http://sixteenventures.com/

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.

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Ideal Customer Profile Framework

Goal + Time + Maturity= Situation

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Deliberate Growth Framework

Ideal Customer ProfileReadyWillingAble

Success PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential

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Ideal Customer Profile Framework

Ideal Customer Profile

Ready

Willing

Able

Success Potential

Acquisition Efficiency

Expansion Potential

Advocacy Potential

Situationhttp://sixteenventures.com/

Ideal Customer Profile Framework

Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?

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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

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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 typehttp://sixteenventures.com/

Deliberate Growth Framework

Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate

http://sixteenventures.com/

@lincolnmurphy

Lincoln Murphy, FounderSixteen Ventures