Brian Doll: Land and Expand Strategies at Github and New Relic
Transcript of Brian Doll: Land and Expand Strategies at Github and New Relic
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Reify
Champions & Buyers
@briandoll // @ReifyWorks
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!" Selling top-down
vs. bottom-up
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Land and expand
More Usage: 📈 ➜ 📈📈📈
More Users: $ ➜ %&'()$*
More SKUs: 🍎 ➜ 🍎🍊🍑🥝
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/ Persona 💰 Value proposition 🔑 Key Features 🚲 Sales Cycle 💵 Average deal size 🎁 Marketing assets
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Developers as buyers
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Virality is built on vanity
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28040
Blog posts by the end of 2008
Blog posts by launch in April 2008
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Replies should include a URL
✍ Write it down
Document, don’t create
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To developers: • Best tool for the job • Ease of use • Workflow • Features
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To management: • Team communication • Time to market • Efficiency • No training required
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To executives: • Insourcing • Innovation • Industry best practice • Talent development
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DeveloperChampionDevelopers
as champions
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EconomicBuyer
Targeting economic buyers
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Reduce frictionin the sales processReduce frictionin the sales process
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Here’s a giant security checklist, can you fill it out for us? Thanks!
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We’re moving apps to the cloud but now everything feels chaotic.
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This seems crazy expensive!
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🏙 “Enterprise” / “POC” 🔐 Corporate authentication ☎ Service level agreements 📜 Custom contract : Account manager 🛣 Product roadmap 🤑 Discounts 😂 On-prem (AWS lol)
The “Closing Big Deals” Starter Pack
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✅ Update messaging for your target buyer ✅ Create an anchor resource (Intro to SEO) ✅ Promote the paid trial, not “sign up” ✅ Begin targeted sales outreach ✅ Create case studies and write about successful SEO tests
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Reify
Thanks!
@briandoll // @ReifyWorks