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How to define and dominate your billion dollar category
Mark Organ, CEO @ Influitive
@markorgan
@influitive
PLAY BY YOUR OWN RULES
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
TAKE A NEW ROAD
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
Company
Category
Cloud-based
Marketing Automation
Advocate Marketing
Founded Jan 2000 Oct 2010
Exit Nasdaq IPOORCL TBD
Value $871M TBD -- $B
WHAT IS A
CATEGORY?
a transformational experience
+
driven by disruptive forces
MY DEFINITION OF A CATEGORY:
For a distinct segment of the market,
A revolutionary business model
Green-conscious, technophile early adopter car enthusiasts
All-electric drive with equivalent/superior performance to BMW
7-series/Benz S-class
• Custom car ordering online, direct
• Supercharging / battery switching stations
• Continuous deployment of upgrades
• Lithium-ion battery innovation
• Cloud computing
TESLA: Electric high-performance luxury cars
2010-2013
High-growth, cash-strapped B2B companies largely in Bay Area
Acquire and deploy good-enough CRM successfully in days instead of years
• Monthly subscription by user
• Continuous deployment of upgrades centrally for all customers
Cloud / internet delivered software
SALESFORCE.COM: Cloud CRM, 1999-2004
Process and lead-gen oriented (demand gen) B2B marketers
Automatically nurture prospects, guided by their behavior, until sales-ready
• Monthly subscription, scaled by user
• Continuous deployment of upgrades centrally for all customers
• Cloud-delivered software
• Automated filtering of phone and mail
ELOQUA: Cloud marketing automation 2005-
2013
Advocate marketers and the advocates they serve
Advocate-centered, comprehensive and self-service experience
• Monthly subscription, scaled by advocate activity
• Continuous deployment of upgrades centrally for all customers
Pervasive social web
INFLUITIVE: Advocate marketing platform
2010-2???
WHY WOULD YOU WANT TO BUILD A NEW CATEGORY?
Revenue growth (2004-2005)
Note: Relative Market Share is each company’s revenue divided by the market leader; the market leader’s revenue is divided by the 2nd place
company’s revenue; Precise revenue not available for Upshot and Salesnet, figures represent approximate revenue and growth estimates
Source: Gartner (http://www.gartner.com/newsroom/id/493005)
-40%
-20%
0%
20%
40%
60%
80%
100%
0 0.5 1 1.5 2
Salesforce.com
Oracle
(incl. PeopleSoft)
SAP
Siebel
Amdocs
Upshot
Salesnet
Relative market share
Salesforce.com’s status
as a category creator
enabled rapid growth
several years ago
-10%
0%
10%
20%
30%
40%
50%
60%
70%
0.00 0.20 0.40 0.60 0.80 1.00 1.20
Salesforce.com
Oracle
SAP
Microsoft
IBM
SugarCRM
Revenue growth (2011-2012)
Note: Relative Market Share is each company’s revenue divided by the market leader; the market leader’s revenue is
divided by the 2nd place company’s revenue. Source: Gartner (http://www.gartner.com/newsroom/id/2459015)
Relative market share
This led to a dominant
market position today
US unit sales 2013
Source: Business Insider (http://www.businessinsider.com/tesla-is-not-really-outselling-bmw-audi-2013-5)
0
50
100
150
200
250
300
350
Tesla Audi Cadillac Lexus BMW Mercedes-Benz
Tesla currently has tiny share vs. all luxury vehicles – similar
to salesforce.com’s broader CRM broader market in 2002
0
2
4
6
8
10
12
14
16
18
20
Porsche
Panamera
Audi A8 Lexus LS BMW 7-
series
MB S-class Telsa Model
S
BUT Tesla is now dominant in the space closer to its
category of all-electric luxury high-performance sedans
US unit sales 2013
Source: Business Insider (http://www.businessinsider.com/tesla-is-not-really-outselling-bmw-audi-2013-5)
$1,630K
$35K $33K $10K $9K $6K $0K
$0K
$200K
$400K
$600K
$800K
$1,000K
$1,200K
$1,400K
$1,600K
$1,800K
Tesla BMW
Group
Daimler
AG
VW Ford GM
* Fisker filed for chapter 11 protection in Nov 2013
Source: Yahoo! Finance, Corporate filings, Analyst reports; Market caps are USD & as at Oct 2014
Fisker*
Tesla’s category creator status and rapid growth drive
valuation multiplies far higher than other carmakers
Market capitalization / global 2013 unit sales
$3.40
$5.60
$1.20
$0
$1
$2
$3
$4
$5
$6
Overall (20) Category Creators (10)Non-Category Creators (10)
CNN/Fortune top 20 fastest growing companies (2010)
Category
creator
premium
Category creators enjoy nearly a 5X valuation premium
on revenue growth!
Incremental market cap per $1 of additional revenue
Source: Cambridge Partners in HBR Blog, 09/2011
WHERE DO
NEW CATEGORIES
COME FROM?
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category
VS
Category creators have missionary zeal about their category vision, not
just their company vision.
MISSIONARY MERCENARY
THE 6 RULES
OF CATEGORY CREATOR GO-TO-
MARKET
MARKET THE CATEGORY
1
Tesla
Salesforce.com
Software-as-a-Service
Electric car
Source: http://www.google.com/trends/
1
1
Tesla
Salesforce.com
Software-as-a-service
Electric car
Period in which interest in the category
tracks with interest in the category creator
Source: http://www.google.com/trends/
1
Tesla
Salesforce.com
Software-as-a-service
Electric car
Period in which interest in
the category creator far
outstrips interest in the
category
Source: http://www.google.com/trends/
1Do not call yourself the leader in your category.
That is the job for your advocates, not your marketing department.
(NOT INFLUITIVE)
ELEVATE THE UNDER-SERVED MISSIONARY
2
Advocate Marketing:
CREATE POWERFUL WORD OF MOUTH
3
4
Influencer Marketing:
LEVERAGE INFLUENCERS TO RECOGNIZE THE
CATEGORY
Community Marketing:
ENABLE PRACTITIONERS TO CO-OWN THE CATEGORY
5
Category Creator Biz Dev:
INTEGRATED PARTNERS  TRANSFORMATIONAL
EXPERIENCE6
NEW CATEGORIES ARE BUILT ON TOP OF DISRUPTIVE
TECHNOLOGY
BLOCKCHAIN
How to define and dominate your billion dollar category
Mark Organ, CEO @ Influitive
@markorgan
@influitive
PLAY BY YOUR OWN RULES

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Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category

  • 1. How to define and dominate your billion dollar category Mark Organ, CEO @ Influitive @markorgan @influitive PLAY BY YOUR OWN RULES
  • 3. TAKE A NEW ROAD
  • 5. Company Category Cloud-based Marketing Automation Advocate Marketing Founded Jan 2000 Oct 2010 Exit Nasdaq IPOORCL TBD Value $871M TBD -- $B
  • 7. a transformational experience + driven by disruptive forces MY DEFINITION OF A CATEGORY: For a distinct segment of the market, A revolutionary business model
  • 8. Green-conscious, technophile early adopter car enthusiasts All-electric drive with equivalent/superior performance to BMW 7-series/Benz S-class • Custom car ordering online, direct • Supercharging / battery switching stations • Continuous deployment of upgrades • Lithium-ion battery innovation • Cloud computing TESLA: Electric high-performance luxury cars 2010-2013
  • 9. High-growth, cash-strapped B2B companies largely in Bay Area Acquire and deploy good-enough CRM successfully in days instead of years • Monthly subscription by user • Continuous deployment of upgrades centrally for all customers Cloud / internet delivered software SALESFORCE.COM: Cloud CRM, 1999-2004
  • 10. Process and lead-gen oriented (demand gen) B2B marketers Automatically nurture prospects, guided by their behavior, until sales-ready • Monthly subscription, scaled by user • Continuous deployment of upgrades centrally for all customers • Cloud-delivered software • Automated filtering of phone and mail ELOQUA: Cloud marketing automation 2005- 2013
  • 11. Advocate marketers and the advocates they serve Advocate-centered, comprehensive and self-service experience • Monthly subscription, scaled by advocate activity • Continuous deployment of upgrades centrally for all customers Pervasive social web INFLUITIVE: Advocate marketing platform 2010-2???
  • 12. WHY WOULD YOU WANT TO BUILD A NEW CATEGORY?
  • 13. Revenue growth (2004-2005) Note: Relative Market Share is each company’s revenue divided by the market leader; the market leader’s revenue is divided by the 2nd place company’s revenue; Precise revenue not available for Upshot and Salesnet, figures represent approximate revenue and growth estimates Source: Gartner (http://www.gartner.com/newsroom/id/493005) -40% -20% 0% 20% 40% 60% 80% 100% 0 0.5 1 1.5 2 Salesforce.com Oracle (incl. PeopleSoft) SAP Siebel Amdocs Upshot Salesnet Relative market share Salesforce.com’s status as a category creator enabled rapid growth several years ago
  • 14. -10% 0% 10% 20% 30% 40% 50% 60% 70% 0.00 0.20 0.40 0.60 0.80 1.00 1.20 Salesforce.com Oracle SAP Microsoft IBM SugarCRM Revenue growth (2011-2012) Note: Relative Market Share is each company’s revenue divided by the market leader; the market leader’s revenue is divided by the 2nd place company’s revenue. Source: Gartner (http://www.gartner.com/newsroom/id/2459015) Relative market share This led to a dominant market position today
  • 15. US unit sales 2013 Source: Business Insider (http://www.businessinsider.com/tesla-is-not-really-outselling-bmw-audi-2013-5) 0 50 100 150 200 250 300 350 Tesla Audi Cadillac Lexus BMW Mercedes-Benz Tesla currently has tiny share vs. all luxury vehicles – similar to salesforce.com’s broader CRM broader market in 2002
  • 16. 0 2 4 6 8 10 12 14 16 18 20 Porsche Panamera Audi A8 Lexus LS BMW 7- series MB S-class Telsa Model S BUT Tesla is now dominant in the space closer to its category of all-electric luxury high-performance sedans US unit sales 2013 Source: Business Insider (http://www.businessinsider.com/tesla-is-not-really-outselling-bmw-audi-2013-5)
  • 17. $1,630K $35K $33K $10K $9K $6K $0K $0K $200K $400K $600K $800K $1,000K $1,200K $1,400K $1,600K $1,800K Tesla BMW Group Daimler AG VW Ford GM * Fisker filed for chapter 11 protection in Nov 2013 Source: Yahoo! Finance, Corporate filings, Analyst reports; Market caps are USD & as at Oct 2014 Fisker* Tesla’s category creator status and rapid growth drive valuation multiplies far higher than other carmakers Market capitalization / global 2013 unit sales
  • 18. $3.40 $5.60 $1.20 $0 $1 $2 $3 $4 $5 $6 Overall (20) Category Creators (10)Non-Category Creators (10) CNN/Fortune top 20 fastest growing companies (2010) Category creator premium Category creators enjoy nearly a 5X valuation premium on revenue growth! Incremental market cap per $1 of additional revenue Source: Cambridge Partners in HBR Blog, 09/2011
  • 22. VS Category creators have missionary zeal about their category vision, not just their company vision. MISSIONARY MERCENARY
  • 23. THE 6 RULES OF CATEGORY CREATOR GO-TO- MARKET
  • 26. 1 Tesla Salesforce.com Software-as-a-service Electric car Period in which interest in the category tracks with interest in the category creator Source: http://www.google.com/trends/
  • 27. 1 Tesla Salesforce.com Software-as-a-service Electric car Period in which interest in the category creator far outstrips interest in the category Source: http://www.google.com/trends/
  • 28. 1Do not call yourself the leader in your category. That is the job for your advocates, not your marketing department. (NOT INFLUITIVE)
  • 29. ELEVATE THE UNDER-SERVED MISSIONARY 2
  • 31. 4 Influencer Marketing: LEVERAGE INFLUENCERS TO RECOGNIZE THE CATEGORY
  • 32. Community Marketing: ENABLE PRACTITIONERS TO CO-OWN THE CATEGORY 5
  • 33. Category Creator Biz Dev: INTEGRATED PARTNERS  TRANSFORMATIONAL EXPERIENCE6
  • 34. NEW CATEGORIES ARE BUILT ON TOP OF DISRUPTIVE TECHNOLOGY BLOCKCHAIN
  • 35. How to define and dominate your billion dollar category Mark Organ, CEO @ Influitive @markorgan @influitive PLAY BY YOUR OWN RULES

Hinweis der Redaktion

  1. Icons: Orange slice Butterfly Venus flytrap Lightning bolt Text could be presented in a better way
  2. Update with icons used on slide 8
  3. Immense work, super hard – why would anyone do this?
  4. Logos instead of car names on bottom
  5. Logo instead of car names
  6. 80% of Category Growth is captured by ~1% of companies Category Creators grow revenue 4x faster and market cap 6x faster
  7. - What kind of customers do you want? The under-served heroes. How to find them. - How do you communicate to find them? In a missionary way, not mercenary. Category creators and early adopters both resonate around the “why” – the mission. LEAVE FOR NOW – FRASER WILL WORK ON
  8. - What kind of customers do you want? The under-served heroes. How to find them. - How do you communicate to find them? In a missionary way, not mercenary. Category creators and early adopters both resonate around the “why” – the mission. LEAVE FOR NOW – FRASER WILL WORK ON
  9. Attract not just customers, investors and employees, but competitors too. You need competitors! A category of one is not compelling. Missionary zeal attracts employees, customers, investors and – competitors. You need competitors, you can’t be a category of 1! Mission and purpose keeps you going on dark days. Eloqua employees went 9 months without pay. Category creators also create missionary customers who spread the gospel and convert the unbelievers.
  10. Grow the pie first, then focus on getting the biggest piece of that pie. GROWING THE PIE…CAN WE FIND A BETTER IMAGE?
  11. Let’s talk about how interest builds in the categories and the companies that create them…
  12. build into the product; weave advocates into everything you do in marketing, track it. Fundamental characteristic of well established categories
  13. show where Influitive is now – G2Crowd and analyst recognition, half of the way there!
  14. show advocatemarketing.com, the job board & community – inbound.org, Gainsight’s community effort etc
  15. ; know which other products the missionaries use and integrate – particularly the smaller up-and-comers where a decisive advantage can be earned. FRASER
  16. (Show the Gartner hype curve) e.g. Big Data/SaaS 3.0 e.g. Drones/AI-enhanced robotics e.g. Block Chain