Post on 09-Jan-2017
transcript
#ufx2016
Seth lieberman
@Snap_App @sethwlieberman
Manage Up to Scale Up:Making the MarTech Business Case
Seth Lieberman
@sethwlieberman
Uberflip Experience 2016
me
@Snap_App @sethwlieberman
@Snap_App @sethwlieberman
Source: Evolution Partners
SCALING IS HARD: WHERE ARE YOU?
@Snap_App @sethwlieberman
1. Does it drive a business outcome?
2. Do you have the people and process in place to support it?
HOW TO SCALE YOUR MARKETING
@Snap_App @sethwlieberman
START WITH THE PROBLEM
• “How can we get our email database to respond?” • “How can we improve website engagement?”
• “Can our existing tools do more?”
@Snap_App @sethwlieberman
HOW DOES IT FIT WHAT I HAVE?
@Snap_App @sethwlieberman
HOW TO PILOT: PROJECTING ROI
• Roll-‐out plan• KPI: Engagement (Responses)
• KPI: First Time Appointments (FTAs)
• ROI in terms of closed/won opportunities
@Snap_App @sethwlieberman
SUCCESS IN 100 DAYS
• Purchased January 1• First content live Feb. 5• Revenue attributed over time
• 9 experiences live in 100 days 23%
contributed revenue
@Snap_App @sethwlieberman
@Snap_App @sethwlieberman
SELLING UP: THE INTERNAL CASE STUDY
@Snap_App @sethwlieberman
1. Identify wasted money or time in the status quo 2. Justify in terms of your existing programs, people, processes 3. Forecast outcomes in terms your manager cares about4. Pilot in an agreed-‐upon timeframe5. Report against agreed KPIs
5 STEPS TO BUILD A BUSINESS CASE