Rishi Dave, Dun & Bradstreet , @RishiPDave
Dun & Bradstreet, a nearly 175-year-old company with offices around the world, might not seem like a startup in the traditional sense. But as the company has implemented an aggressive growth strategy, its marketing organization has embraced Lean Startup methodologies to focus its efforts on only the most valuable customer relationships. Dun & Bradstreet CMO Rishi Dave shares the company’s experience and what organizations large and small can learn from the successes they’ve had in thinking Lean to drive pipeline and revenue.
4. 4
The Dun & Bradstreet Opportunity
Marketing & Culture
the Key Drivers
of the Growth
Simplify a
Complex
Business; Focus a
Complex
Organization
A Firm Growth
Mandate
JUST ONE ACCOUNT
5. 5
The Dun & Bradstreet Approach
BRAND &
CULTURE
GO-TO-MARKET
TARGETED PIPELINE
GROWTH
ENABLERS
Technology/Automation Thought LeadershipData/Analytics/Surveys
JUST ONE ACCOUNT
9. 9
PREDICTIVE
TARGETING
An end-to-end global view of potential customers
Propensity &
Attrition Models
Material
Change
Demand
Estimation
Sales
Segmentation
Service
Analytics
Sales/Marketin
g
Prioritization
KEY
SEGMENTATION
10. 10JUST ONE ACCOUNT
1. Blue Handle
Global
2. Duffel Systems
3. Live Wavelength Global
4. Drongo Inc.
5. Musette Mix
Prioritized Accounts
11. 11
MVP design
Awareness
General
Education Consideration Preference Purchas
e
Post-
Purchase
LeadQuality&Richness
Content Sophistication and Deal Intensity
Thought
Leadership
Competitive
Analysis
Integration
Guides
Customer
Workshops
Customer
Events
Community &
Forums
Research Best Practices
Webinars
Workshop
16. 16
Four Lessons For Getting Lean in a Big Company
1) Don’t worry about scale at first
2) Technology isn’t a substitute for culture – but it does create focus
3) Measure, measure, measure
4) Communicate
BEFOR
E
AFTE
R
JUST ONE ACCOUNT
The situation: The Dun & Bradstreet Rishi stepped into
The new CEO shifted the company to a growth mandate
Marketing and culture were tapped as key drivers
Simplifying a complex organization and focusing a complex business
A lot of opportunity. Many priorities. (11 hills). How did we decide to approach it?
The approach: Lean is often about products. We knew we had products, but we had to apply lean to our other processes.
Rishi brought aboard with Chief People Officer – connection of brand and culture
Our approach recognized those differences between big enterprises and smaller more nimble start-ups and created relentless focus (got us to be more ‘lean’)
Will bolster these talking points to be as aligned to Lean principles as possible
Where to begin? Immediate focus on brand and culture – lean development philosophies applied to move quickly on repositioning a 173-year-old brand
Simplified brand focus: relationships not data
Enrolled the work force
The situation: The Dun & Bradstreet Rishi stepped into
The new CEO shifted the company to a growth mandate
Marketing and culture were tapped as key drivers
Simplifying a complex organization and focusing a complex business
A lot of opportunity. Many priorities. (11 hills). How did we decide to approach it?
The situation: The Dun & Bradstreet Rishi stepped into
The new CEO shifted the company to a growth mandate
Marketing and culture were tapped as key drivers
Simplifying a complex organization and focusing a complex business
A lot of opportunity. Many priorities. (11 hills). How did we decide to approach it?
And for us, we started really, really small and focused before we ever worried about scale.
We started with Verizon.
Barb has provided a lot of information on what we have done with Verizon as the ABM poster child.
The situation: The Dun & Bradstreet Rishi stepped into
The new CEO shifted the company to a growth mandate
Marketing and culture were tapped as key drivers
Simplifying a complex organization and focusing a complex business
A lot of opportunity. Many priorities. (11 hills). How did we decide to approach it?