@markorgan
@influitive
PLAY BY YOUR OWN RULES
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PLAY BY YOUR OWN RULES презентация
Содержание
- 1. PLAY BY YOUR OWN RULES
- 3. TAKE A NEW ROAD
- 6. WHAT IS A CATEGORY?
- 7. a transformational
- 8. TESLA: Electric high-performance luxury cars 2010-2013
- 9. SALESFORCE.COM: Cloud CRM, 1999-2004
- 10. ELOQUA: Cloud marketing automation 2005-2013
- 11. INFLUITIVE: Advocate marketing platform 2010-2???
- 12. WHY WOULD YOU WANT TO BUILD A NEW CATEGORY?
- 13. Revenue growth (2004-2005) Note: Relative Market
- 14. Revenue growth (2011-2012) Note: Relative Market Share
- 15. US unit sales 2013 Source: Business Insider
- 16. BUT Tesla is now dominant in
- 17. * Fisker filed for chapter 11 protection
- 18. CNN/Fortune top 20 fastest growing companies (2010)
- 19. WHERE DO NEW CATEGORIES COME FROM?
- 22. VS Category creators have missionary zeal about
- 23. THE 6 RULES OF CATEGORY CREATOR GO-TO-MARKET
- 24. MARKET THE CATEGORY 1
- 25. Tesla Salesforce.com Software-as-a-Service Electric car Source: http://www.google.com/trends/
- 26. Tesla Salesforce.com Software-as-a-service Electric car
- 27. Tesla Salesforce.com Software-as-a-service Electric car
- 28. Do not call yourself the leader in
- 29. ELEVATE THE UNDER-SERVED MISSIONARY 2
- 30. Advocate Marketing: CREATE POWERFUL WORD OF MOUTH 3
- 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 EXPERIENCE 6
- 34. NEW CATEGORIES ARE BUILT ON TOP OF DISRUPTIVE TECHNOLOGY BLOCKCHAIN
- 35. How to define and dominate your billion
TAKE A NEW ROAD
Слайд 1How to define and dominate your billion dollar category
Mark Organ, CEO
@ Influitive
@markorgan
@influitive
@markorgan
@influitive
Слайд 7a transformational experience
+
driven by disruptive forces
MY
DEFINITION OF A CATEGORY:
For a distinct segment of the market,
A revolutionary business model
Слайд 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)
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)
Relative market share
Salesforce.com’s status as a category creator enabled rapid growth several years ago
Слайд 14Revenue 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
Слайд 15US unit sales 2013
Source: Business Insider (http://www.businessinsider.com/tesla-is-not-really-outselling-bmw-audi-2013-5)
Tesla currently has tiny share
vs. all luxury vehicles – similar to salesforce.com’s broader CRM broader market in 2002
Слайд 16
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)
Слайд 17* 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
Слайд 18CNN/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
Слайд 22VS
Category creators have missionary zeal about their category vision, not just
their company vision.
MISSIONARY
MERCENARY
Слайд 26Tesla
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/
Слайд 27Tesla
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/
Слайд 28Do not call yourself the leader in your category.
That is
the job for your advocates, not your marketing department.
(NOT INFLUITIVE)
Слайд 35How to define and dominate your billion dollar category
Mark Organ, CEO
@ Influitive
@markorgan
@influitive
@markorgan
@influitive
PLAY BY YOUR OWN RULES
