CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

COUNTING EVERY PENNY AND MAKING EVERY PENNY

COUNT.OVERCOMING FINANCIAL RESISTANCE IN THE STARTUP

WORLD

JEFF PERKINS, CMO

PARKMOBILE

NOVEMBER 2017

@jeffperkins8 #CMOCLIC

WHERE I’VE WORKED


LIFE CAN BE PRETTY GOOD AT BIG

COMPANIES

AutoTrader 2012 Annual Meeting


I WENT FROM THIS...


…TO THIS.


HOW TO MAKE A BIG IMPACT

WITH A LIMITED RESOURCES


1. BUILD THE RIGHT TEAM


THERE’S NOTHING AUTOMATED

ABOUT MARKETING


YOU DON’T NEED A

TECH STACK.

YOU NEED A

PEOPLE STACK.


“I noticed that the dynamic range

between what an average

person could accomplish and

what the best person could

accomplish was 50 or 100 to 1...

A small team of A+ players can

run circles around a giant team

of B and C players.”

–Jay Elliott, Leading Apple with Steve Jobs


THE PEOPLE STACK INCLUDES

YOUR AGENCY NETWORK


BEWARE THE AGENCY RETAINER!


WHEN YOU HAVE THE RIGHT

TEAM, THERE’S NOTHING

YOU CAN’T DO.


2. FOCUS ON THE

IMPORTANT THINGS


DO WE REALLY NEED A NEW

BRAND???


YOU CAN DO ANYTHING,

BUT YOU CAN’T DO

EVERYTHING.


WE ARE LOSING DEALS BECAUSE OF

_____________.

FOCUS 100% ON FIXING THE “BLANK”

WE ARE NOT GROWING REVENUE

FASTER BECAUSE OF ___________.


@jeffperkins8 #IZENDACONF17

IF YOU ARE WEAK ONLINE, YOU WILL BE

WEAK OFFLINE



January 2015

7,581 users

September 2017

37,621 users

THE GROWTH OF QASYMPHONY.COM


3. MAXIMIZE LIMITED

RESOURCES


FIND THE WATERING HOLES


DON’T PAY FOR THINGS YOU CAN

DO FOR FREE


4. TRACK, ANALYZE &

OPTIMZE


TRACK & MEASURE EVERYTHING


DRIVE HIGHER CONVERSIONS


5. THINK BIG



“I have gone from being skeptically interested in

QASymphony to seeing qTest as my personal

preferred solution for test management… The

company has a solid and growing user base, they

are well-funded… and they have some of the best

and brightest people. Like a mini-Google in the

Atlanta area.”

-VP for a Fortune 25 company


ATTENDEE FEEDBACK


6. BE TRANSPARENT


WHAT FINANCE THINKS MARKETING

DOES WITH MONEY…


HELPING THE CFO UNDERSTAND THE VALUE OF

MARKETING

36

Marketing Channel Investment ARR - First Touch ARR - Full Path ROI - Full Path

SEO 1424.95%

Trade Shows 84.60%

PPC 69.23%Social -86.74%Targeted Sites 7.86%

TOTAL 159.93%

MarketingPrograms Budget

162.20%

Fully Loaded Marketing Budget

71.59%

CONFIDENTIAL

7. CREATE RAVING FANS


“GETTING AN AUDIENCE IS HARD. SUSTAINING AN AUDIENCE IS

HARD. IT DEMANDS A CONSISTENCY OF THOUGHT, OF PURPOSE,

AND OF ACTION OVER A LONG PERIOD OF TIME.” – BRUCE

SPRINGSTEEN


@jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC

@jeffperkins8 #IZENDACONF17@jeffperkins8 #CMOCLIC


“I feel like QASymphony really listens to their

customers. My team has made several

feature enhancement requests and we’ve

actually seen them come through.”

–Alex Bantz, Salesforce

@jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC

“Support has been stellar. Quick response

times. Features that we’ve asked for have

been made available, even before we were

ready for them. The partnership has just

been wonderful.”

–Dennis Young, American Equity

1. BUILD THE RIGHT TEAM

2. FOCUS ON THE MOST IMPORTANT THINGS FIRST

3. MAXIMIZE LIMITED RESOURCES

4. TRACK, ANALYZE AND OPTIMIZE

5. THINK BIG

6. HELP FINANCE UNDERSTAND THE VALUE OF MARKETING

7. CREATE RAVING FANS

7 WAYS TO MAKE A BIG IMPACT ON A SMALL BUDGET



THANK YOU!

Jeff Perkins

CMO

Parkmobile

[email protected]

@jeffperkins8

https://www.linkedin.com/in/jeffperkins1

singlemindedproposition.com


CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count

Marketing

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