This little-understood but very deadly disease is the #1 killer of marketing success and effectiveness. To survive it (and thrive), marketers must move beyond their outdated and myopic view of marketing effectiveness. With the right treatment, they can create a world-class go-to-market system, immune to passive underperformance, that roots out marketing myopia at its core and positions every marketer to lead an active, healthy, fulfilling career for years to come. (WARNING: Do NOT operate heavy machinery after attending this session).

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MYOPIC MARKETING
REVISITED
The Fight for Strategic Relevance
and a Happy Life
W. Sean Ford
SVP and CMO, LogMeIn

2. relevant
are you?
how
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3. do you know?
how
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1 THE DANGER

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Slippery Slope of Marketing Irrelevance
Growth
Expense

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2 THE DEFINITION

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MARKETING
MYOPIA
A short-sighted and inward looking
approach to marketing that focuses on
the needs of the company instead of
defining the company and its products
in terms of the customers' needs and
wants.
-Theodore Levitt
“
“

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THE
BABY CAGE
In vogue in the 1930’s in
London…after a book was written
on the value of babies being
“aired.”

9. Marketing Myopia Revisited
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10. Marketing Myopia Redefined
The tendency to assess marketing performance in a vacuum--
entirely separate from the dynamics of the market and the degree
of alignment in a company’s broader go-to-market strategy
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3 THE SYMPTOMS

13. marketing?
how effective is my
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16. marketing performance?
how should I measure
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17. MQLs?
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SALs? Downloads?
Pipeline?
CAC?

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LTV / CAC Ratio
2:1

19. things aren’t always
what they seem…
sometimes….
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4 THE DIAGNOSIS

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Go-to-Market Map
High
Consideration
High
Velocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
E
f
f
i
c
i
e
n
c
y

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Go-to-Market Map
High
Consideration
High
Velocity
Lower-Growth Market
High-Growth Market
Go To Market Mix
E
f
f
i
c
i
e
n
c
y

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The Four Factors
Marketing
Fragmentation
Sales Model
Complexity
Product / Market
Fit
Market Dynamics
• Competitive intensity/ market saturation
• Entry and exit barriers (competitors/customers)
• Maturity (overall and within core segments)
• Multi-channel vs. Mono
• Global vs. Regional
• Touch vs. No Touch
• Grow, Sustain (momentum), Retain
• Bookings vs. “Users”
• Expand Core vs. Extension (TAM)
• Adoption Investment Level?
• Coverage (Segment / Tiers)

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Performance Measurement
eComm
Efficiency
Revenue
Targets
• MQLs
• Pipeline Contribution
• Demos/Chats
• Net New Opportunities
• Trials/Quality Trial
• Registrations
• AOS
• Conversion Rate
• eComm Bookings
• Retention
KPI Categories
High
Consideration
High
Velocity
LTV/CAC, Cost/MQL, Rep Productivity

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5 THE 4-STEP CURE

26. admit you have a problem
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#1

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be willing to talk about it
#2

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apply treatment to relieve
#3
the greatest pain

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monitor ongoing vital signs
#4

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1.1. Admit you have a problem
2.2. Be willing to talk about it
3.3. Apply treatment to relieve the greatest pain
4.4. Monitor ongoing vital signs

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THANK YOU