End Game • Sales Funnel First • Then Marketing to fill / support that funnel. • :Paradox: Sales Funnel version 1 is never developed by “Sales People” End Game
Aug 31, 2014
End Game• Sales Funnel First
• Then Marketing to fill / support that funnel.
• :Paradox: Sales Funnel version 1 is never developed by “Sales People”
End Game
Based On “Direct Experience”
• Based on the results of “Real Experiments” …
not “Gedanken Experiments”not “Thought Experiments
End Game How?
Key Deliverables
• Sales Roadmap• Sales Pipeline / Funnel• Revenue Model / Forecast• Whole Product Schedule
(Plan of Record Sketch )
End Game
Quick ReminderReview
5
Sales Roadmap
- Sell:Review
6
Roadmap becomes The Sales Pipeline
- Sell:Review
Review
GKG-Physical
Review
GKG-Web/Mobile
Review
Review
11
Plan of Record
- Applications- Documents
- Driver- Software
- System
- * Sub-system Jitter Compliance testing
- * Present to User Group
- Tested- Reference
Design
• Intended audience:
Customer
- V0.1- partner
- V0.x- partner
- Optics, SerDes
- Front End- Chip
- (Product)
- Alpha - Sampling
- Standards - * OIF Interface -
- Production
- “Full Module” Paper
- Reference Design
• ATMF interface
- Full Compliance- documentation- “how to” & “results”
- Q1 Q2 Q3 Q4 Q1 Q2
- V1.0- partner
• Compliance Testing Plan Document
- :think: What More Stuff do you need to support the sale?
• This is focussed on actual user.
• ! Add in Rows for all the other “customer types” !
- Value / ROI - Why Us?- .ppt- “early”
- Why Us?- .ppt & .doc
- Sell:Review
12
Plan of Record
- TechnologyGatekeepers
- Deal Signer
- Coach -
•
• Intended audience:
Internal
- -
- Sales Docs
- Influencers-
-
•
- Q1 Q2 Q3 Q4 Q1 Q2
- :think: What More Collateral/Stuff do you need to support the sale?
• List it all out.• What does it
“really” take• Make it available• You’re trying to
make it a “recipe”
- Exec -
- many …- Price list, Quote
Form, NDA,Contracts, …
- Sell:Review
Laser Focus On Your Customer
& Their Eco-System
• Value Proposition• Channels• Customer
Relationships• Get Keep Grow• Mkt/Sales
Collateral• Outcomes &
Testimonials.
• Customers• Market Map• Purchasing
Decision• Service Journey• Archetype• Customer
Workflow
• Time• Plan of Record
(Sketch)
End Game
Your Model of RealityBusiness Model Canvas +
+
Review
Quick Reminder• “Sales Engine” requires loads of
detail you are learning about in Customer Discovery.
Review
- OB/GYNs- PCPs
- Direct Sales to hospitals
- Distributor
- Strong clinical data
- Training- Maintenanc
e- Conference
s- CME
courses
- Product Development- Clinical trials- Operating Costs- Marketing Costs
- Per use fees
- Product Development
- IP- Clinical
trials- FDA- Reimburse
ment Publishing- IP
- Leading doctors
- Technical Expertise
- KOLs- 3rd party
manufacturers- (local)- Breast Cancer
Foundations- ACOG
ACS- Clinical trial
designer
- Doctors:- Earlier
detection- Price- Accuracy- Immediate
Results
- Patients:- Radiation
Free- Non-
Invasive
- MammOptics- Business Model Canvas 9Review
- ACOG- ACS
- Doctor specialty
committee
- Hospital Administra
tion
- Technician
- Insurance
- Radiologist
- Mammography
- MammOptics- Customer Workflow
- MammOptics
- Patient
- PCP- OB/GYN
Review
Q. Do We …• Ever do “normal”
Marketing?
• A. “Almost” … “Kinda”
OK… But
Custom Creation
CustomerDiscovery
CustomerValidation
CustomerCreation
ScaleCompany
Customer Creation
• Help prospects learn about your product and create a desire to buy it – Leverage what you’ve learned from “real”
customers in Customer Discovery and Validation Phases
– Creation comes after proof of sales– It is a strategy not a tactic
Custom Creation
21
Rules: Customer Creation• Rule 1:
No spending until customer validation• Rule 2:
Match the creation strategy to the company
• Rule 3:Match spending goals to year 1 objectives
• Rule 4:You can’t get customers if they aren’t there
Custom Creation
22
Step by Step (All)CustomerDiscovery
CustomerValidation
Customer Creation
Year OneObjectives
•Type Of StartupDistribution Model
•Revenue Model•Channel Model
•Launch Model•Sales Model
Positioning •Articulate Problem & Product concept•Understand customers view of the competitors
•Initial company & Product Positioning•Test w/ Early Adopters
•Company/Product Positioning by PR Agency with audit
Launch •Day in the life•Attend Shows/Confs•Estimate Mkt Size
•Company & product launch strategy•Test w/ early adopters
•Launch/Introduce•Launch type depends on “mkt type” of startup
DemandCreation
•Press, Analysts, Influencers List•How do customers make buying decisions?
• How do customers purchase?•Understand analysts/influencers view
•Implement demand creation•Type depends on “mkt type”
Custom Creation
23
Launch TypeYear 1 Objectives Launch Type
Existing Market Market Share CredibilityExisting basis of competition
! Onslaught !Drive Hard
Re-segmenting Existing Market
Market re-segmenting & new Market share Segmentation,
delivery, and innovationNew basis of competion
Education and appropriation of share
New Market Market Adoption Market education, standards setting, and early adopters
EducationLook for “tipping point”
Custom Creation
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Three Types of MarketsExisting Market Resegmented Market New Market
Customers Existing Existing New & New Usage
Customer Needs Performance 1. Cost2. Perceived Need
Simplicity & Convenience
Performance Better/Faster 1. Good enough at the low end
2. Good enough for new niche
Low in “traditional attributes”, improved by “new” metrics
Competition Existing Incumbents Existing Incumbents Non-consumption & other startups
Risks Existing Incumbents 1. Existing Incumbents2. Niche strategy fails
Market Adoption
Custom Creation
- 7+ Years- 3 – 7 Years- 0 – 2 Years- Time to Maturity
25
Customer Creation: Exit Criteria
• Which startup strategy are you executing?
• Positioning tested & complete?• Launch strategy match startup
type?• Demand creation activities match
startup type?• Year 1 objectives match startup
type?
Custom Creation
Yin / YangStatus: Who’s on Top?
• Time High / Low
• T=0 Eng / Marketing / Sales / Biz
• T=5+ Biz / Sales / Marketing / Eng
• The Ratio & Importance Changes
End Game
Go