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