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CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count
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Transcript of CLIC CMO Conference 2017 - Counting Every Penny and Making Every Penny Count
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COUNTING EVERY PENNY AND MAKING EVERY PENNY
COUNT.OVERCOMING FINANCIAL RESISTANCE IN THE STARTUP
WORLD
JEFF PERKINS, CMO
PARKMOBILE
NOVEMBER 2017
@jeffperkins8 #CMOCLIC
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@jeffperkins8 #CMOCLIC
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WHERE I’VE WORKED
@jeffperkins8 #CMOCLIC
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LIFE CAN BE PRETTY GOOD AT BIG
COMPANIES
AutoTrader 2012 Annual Meeting
@jeffperkins8 #CMOCLIC
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I WENT FROM THIS...
@jeffperkins8 #CMOCLIC
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…TO THIS.
@jeffperkins8 #CMOCLIC
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HOW TO MAKE A BIG IMPACT
WITH A LIMITED RESOURCES
@jeffperkins8 #CMOCLIC
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1. BUILD THE RIGHT TEAM
@jeffperkins8 #CMOCLIC
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THERE’S NOTHING AUTOMATED
ABOUT MARKETING
@jeffperkins8 #CMOCLIC
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YOU DON’T NEED A
TECH STACK.
YOU NEED A
PEOPLE STACK.
@jeffperkins8 #CMOCLIC
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“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
@jeffperkins8 #CMOCLIC
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THE PEOPLE STACK INCLUDES
YOUR AGENCY NETWORK
@jeffperkins8 #CMOCLIC
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BEWARE THE AGENCY RETAINER!
@jeffperkins8 #CMOCLIC
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WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING
YOU CAN’T DO.
@jeffperkins8 #CMOCLIC
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2. FOCUS ON THE
IMPORTANT THINGS
@jeffperkins8 #CMOCLIC
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DO WE REALLY NEED A NEW
BRAND???
@jeffperkins8 #CMOCLIC
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YOU CAN DO ANYTHING,
BUT YOU CAN’T DO
EVERYTHING.
@jeffperkins8 #CMOCLIC
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WE ARE LOSING DEALS BECAUSE OF
_____________.
FOCUS 100% ON FIXING THE “BLANK”
WE ARE NOT GROWING REVENUE
FASTER BECAUSE OF ___________.
@jeffperkins8 #CMOCLIC
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@jeffperkins8 #IZENDACONF17
IF YOU ARE WEAK ONLINE, YOU WILL BE
WEAK OFFLINE
@jeffperkins8 #CMOCLIC
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@jeffperkins8 #IZENDACONF17
January 2015
7,581 users
September 2017
37,621 users
THE GROWTH OF QASYMPHONY.COM
@jeffperkins8 #CMOCLIC
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3. MAXIMIZE LIMITED
RESOURCES
@jeffperkins8 #CMOCLIC
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FIND THE WATERING HOLES
@jeffperkins8 #CMOCLIC
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DON’T PAY FOR THINGS YOU CAN
DO FOR FREE
@jeffperkins8 #CMOCLIC
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4. TRACK, ANALYZE &
OPTIMZE
@jeffperkins8 #CMOCLIC
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TRACK & MEASURE EVERYTHING
@jeffperkins8 #CMOCLIC
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DRIVE HIGHER CONVERSIONS
@jeffperkins8 #CMOCLIC
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5. THINK BIG
@jeffperkins8 #CMOCLIC
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@jeffperkins8 #CMOCLIC
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@jeffperkins8 #IZENDACONF17
“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
@jeffperkins8 #CMOCLIC
ATTENDEE FEEDBACK
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@jeffperkins8 #IZENDACONF17
6. BE TRANSPARENT
@jeffperkins8 #CMOCLIC
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WHAT FINANCE THINKS MARKETING
DOES WITH MONEY…
@jeffperkins8 #CMOCLIC
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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
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7. CREATE RAVING FANS
@jeffperkins8 #CMOCLIC
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“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 #CMOCLIC
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@jeffperkins8 #FulcrumCEO@jeffperkins8 #CMOCLIC
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@jeffperkins8 #IZENDACONF17@jeffperkins8 #CMOCLIC
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@jeffperkins8 #IZENDACONF17
“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
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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
@jeffperkins8 #CMOCLIC
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@jeffperkins8 #IZENDACONF17
THANK YOU!
Jeff Perkins
CMO
Parkmobile
@jeffperkins8
https://www.linkedin.com/in/jeffperkins1
singlemindedproposition.com
@jeffperkins8 #CMOCLIC