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Getting Real
Howard Gray
@howardgray
howard@rozel.co
Growth, Sales & Metrics
Escape The City - London, Nov 2015
Growth
Sales
Metrics
Hacks & Tools
Q&A
Today
About Me
Managing Director EMEA at F#
the emerging leader in digital music advertising, working with agencies, brands and
streaming services
Founding Partner at Rozel Studio
business solutions for the entertainment industry. specialising in product
development, growth, marketing & operations
Some of the companies we’ve
worked with recently
Getting Real: Growth, Sales & Metrics
Previously…
Getting Real: Growth, Sales & Metrics
Getting Real: Growth, Sales & Metrics
Getting Real: Growth, Sales & Metrics
The Jump
Getting Real: Growth, Sales & Metrics
(lots of growth, sales and metrics
later…)
Getting Real: Growth, Sales & Metrics
Getting Real: Growth, Sales & Metrics
5000+ shows across 60+ countries
Managing teams from 0-20
Overseeing talent roster of 200+
artists
3 years of 50%+ YoY growth
Getting Real
Getting Real: Growth, Sales & Metrics
Growth
The growth engine
Getting Real: Growth, Sales & Metrics
Getting Real: Growth, Sales & Metrics
Getting Real: Growth, Sales & Metrics
The growth engine should be manual to
start with
Talk to people
Customer development
Focus groups
Continuously finding out what they want
Look to dominate a small market
1 service, 1 vertical, 1 location
Delivery, Turkish food, Hackney
Marketplace, Lawn mowing, Surrey
Focus your growth engine tightly in this
area
The aim is to get the growth engine:
- Scaleable
- Repeatable
- Predictable
- Profitable
Test lots of channels
When you find one(s) that works, stick
(until it starts to slip)
The Lab
Getting Real: Growth, Sales & Metrics
Think of your marketing activity like a
laboratory
Hypothesise
Create
Launch
Analyse
Iterate
Only change one variable at a time
Measure & Test as much as possible
Getting Real: Growth, Sales & Metrics
Things we can
measure and
iterate
A quick word about email
Still king
(A recent McKinsey report found that email is 40x as effective as Facebook and Twitter combined)
Be personal
Be focused on the journey after the click
Revenue or Growth?
The answer you don’t want to hear…
It depends
Do something people really want
They’re more likely to pay you for it*,
and to tell other people
= Revenue and Growth
*eventually
Just growth can be dangerous
(especially if you are selling £1 for £0.90)
Growth usually slows down due to the
product not being good enough
(note that ‘product’ can also services such as sales, support etc.)
How fast to grow?
< 2.5% 5-7% > 7%
Getting Real: Growth, Sales & Metrics
Just like Warren & Charlie, remember the
value of compounding
10% weekly growth
100 users in week 1
110 users in week 2
121 users in week 3…
Getting Real: Growth, Sales & Metrics
…12,912 users end of year 1
Getting Real: Growth, Sales & Metrics
1.84m users end of year 2
Getting Real: Growth, Sales & Metrics
Remember:
- Eventually growth slows down
- Delighting customers comes first
- The best way to grow is through a
great product/service
Sales
How do I make my first sale?
Make selling easy
(i.e. therefore make buying easy)
Understand your value proposition
Understand why people buy
Satisfy unspoken customer needs
Product
Benefit
Need
(unspoken needs, often emotional)
How do I make my second sale?
Ask your first customer
What makes a strong sales roadmap?
Have a wide sales net, then focus on
most obtainable customers
“A guy don’t walk on the lot lest
he wants to buy.”
Short feedback loop
Quick No can be better than a slow Yes
Constantly iterate approach
Have more than one deck
(and yes, use Powerpoint)
Deck 1: To Read
(include intrigue so they want to know more)
Deck 2: To Present
(more imagery, less text, let your story and personality come through)
Deck 3: To Read
(to move towards finalising a sale)
What does a good sales funnel look
like?
1. Prospecting
2. Discovery
3. Presentation
4. Quotation
5. Negotiation
Getting Real: Growth, Sales & Metrics
Keep it simple
Can be 25+ ‘strokes’ to do a deal with a
corporate
Make sure to follow up
Get good at email
Or you can try this novel device
Other thoughts on sales
What would have to happen for them
to get fired?
Help prevent that from happening
Many companies don’t want new
suppliers
Partner with existing suppliers to offer
something
Be relentless about finding new
customers
Be ready to lose 80%+ of the time
Look for the innovator, who is going to
champion what you do?
Customer support is also sales
Metrics
What does a good engagement
funnel look like?
Getting Real: Growth, Sales & Metrics
A A R R R
Getting Real: Growth, Sales & Metrics
Getting Real: Growth, Sales & Metrics
Awareness
What metrics to pay attention to?
Measure a few metrics
Usually best to focus on one key metric
When you know what it is, optimise for it
Not just about signups
Not all signups are created equal
Be careful of the vanity metrics
A few handy metrics
Growth Rate
(%, not absolute)
CPA
(remember people costs here)
LTV / CAC
<Lifetime Value / Customer Acquisition Cost>
(especially important for SaaS, ecommerce and marketplaces)
How do I generate those metrics?
Start points
Google Analytics
Mixpanel
Mailchimp
Social media admin panels
Zapier
The urchin (traffic monitor) is your friend
UTM + Google URL Builder
utm_source = name of the source
utm_medium = type of traffic
utm_campaign = name of the campaign
utm_content = to distinguish different parts of one
campaign
utm_term = to distinguish different parts of one
content
Make a simple metrics dashboard
Update it every week
Getting Real: Growth, Sales & Metrics
Hacks
Hacks can be seen as flagrant…
…sometimes downright dirty…
…or wonderful skill…
…to enable victory
Sales Hacks
Email CEOs 5-7pm Sunday, 3 line email
Get to know (Voila) Norbert & Charlie (app)
Search press releases for contact info and email
structure
QuickMail
Growth Hacks
Two legendary growth hacks
1. Get Your Free Email at Hotmail
2. Airbnb > Craigslist
Landing pages for stuff you don’t do…yet
Force time - countdowns on time and user
base
Waiting list queue jumps (shares)
Comment on Slideshare presentations
Use the No as well the Yes on a popup
(e.g. for your b2b training company ‘No, I don’t want to train any of my staff’)
Tools
Salesloft - Chrome extension for linkedin
emails
Yetanothermail merge - Chrome extension
Zapier
Google Link Builder
Streak // Prosperworks // Intercom
Summary
1. Growth is important but avoid hyperbole, it
doesn't fix everything
2. Run marketing like a laboratory
3. Wide sales net, then focus on most
obtainable customers
4. Focus on a small number of KPIs
Howard Gray
howard@rozel.co
@howardgray
Thanks!

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