Tim Barker - Five Tips for Guaranteed SaaS Success

Tim Barker

Chief Product Officer

DataSift

@timbarker

5 secrets for

GUARANTEED*

SaaS Success* conditions apply

10 years in Enterprise SaaS

Founded 3 Companies

CPO at DataSift: Big Data for Social data

Last company acquired by salesforce.com

5 years in US HQ, UK

Product Strategy for Content/Collab

EMEA Marketing

Engineer by Trade

About me

Social data is hard to analyze

Big. Fast. Messy. Text.

Relevant. Rich. Integrated.

Data

Big Data for streaming, social data

Aggregate DeliverProcess

>1Bn items daily Unique high-performance filtering

engine and language for real-time

and historical data processing

Deliver enriched,

refined data into

your business for

analysis

Business Building Menu Du

JourValue Proposition

Agile - MVP

Product / Market Fit

Build Awareness. PR & Content

Lead Generation & Nurturing

Data-driven product improvement

Pipeline & MRR Building

Iterate

Everyone is doing PR

Everyone is doing email marketing

Everyone is doing content marketing

Everyone is doing social marketing

salesforce.com grew to $1Bn Revenue

withLimited Marketing Automation

NO Single View for Analytics

NO “Growth Hackers”

Top DownMarket Making

Positioning, Awareness, Sales Enablement, Momentum.

Bottom UpData-Driven Marketing

Adoption, Conversion, A/B Testing, Funnel

Choose your marketing

Top Down

Bottom Up

You can’t

optimize yourself

to greatness

5 secrets for

GUARANTEED*

SaaS Success

#1

Industry

Transformation(name and claim the future)

Internet

Mobile

Social changes

everything

Enterprise

Cloud Computing

1960s

Mainframe

1980s

Client/ServerToday

Salesforce.com Mission:

Cloud Computing Driver, Catalyst, and Evangelist

Market Relevance

Emotional Hook

Zuora

Nothing creates

angst better than a

crack

in the ground

What about

your company?

Your customers and

employees are social.

The Social Divide: Customers and Companies

Hubspot wrote the book

SalesHood – write the book

#2

Customers

sell for you(“Always lead with customer success”)

Video First – success stories, not case studies

#3

Momentum

(Drumbeat)

PR Stack-Rank

Controversy

Acquisition

Financing / Funding

Original Research

Customers / Partners

Product Launch

Hiring

Metrics

40% Customers60% Prospects

proprietary events beat

3rd party events

Can get expensive….

Exclusive:

CXO Council /

Roundtable

Community:

Customers +

Prospects + Beers

Open Source your Event.

Bigdataweek.com

socialdataweek.com –

17 Global Events. 1500+

Attendees.

#4

Focus

#4

Not Focus.

Alignment.

Vision

Values

Methods

Obstacle

s

Metrics

V2MOM =

Vision

Themes

Objective

sMetrics

VTOM =

Vision (for the year)

Real-time customer data has the potential to transform

companies and industries.

Social, Mobile and Device data is just the start.

In 2014, we are expanding beyond social. Build and launch our

proposition and platform to process any human-created data.

Themes

1. Human-data platform | 2. Dominate Social | 3. Scale for

Growth

Objectives

Stack rank of 3-10 priorities for the company

What will move the needle

Metrics

Each Objective has metrics

Cascade through company

Visible to all

Basis for perf. reviews

#5

Web Pipeline

Machine

1. Generate Buzz

2. Drive to website

1. Follow up with humans

Reached $1Bn Revenue with

NO Marketing Automation

NO Big Data Analytics

Inside Sales (SRs) call everyone

#1 Industry Transformation

#2 Customers sell for you

#3 Momentum

#4 Alignment

#5 Web Pipeline Machine

Use these wisely.

Questions?

Questions?

Contact me

@timbarker

tim.barker@datasift.com