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How to define and dominate your billion dollar category
Mark Organ, CEO @ Influitive
@markorgan
@influitive
PLAY BY YOUR O...
TAKE A NEW ROAD
Company
Category
Cloud-based
Marketing Automation
Advocate Marketing
Founded Jan 2000 Oct 2010
Exit Nasdaq IPOORCL TBD
Va...
WHAT IS A
CATEGORY?
a transformational experience
+
driven by disruptive forces
MY DEFINITION OF A CATEGORY:
For a distinct segment of the mar...
Green-conscious, technophile early adopter car enthusiasts
All-electric drive with equivalent/superior performance to BMW
...
High-growth, cash-strapped B2B companies largely in Bay Area
Acquire and deploy good-enough CRM successfully in days inste...
Process and lead-gen oriented (demand gen) B2B marketers
Automatically nurture prospects, guided by their behavior, until ...
Advocate marketers and the advocates they serve
Advocate-centered, comprehensive and self-service experience
• Monthly sub...
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 ...
-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
Re...
US unit sales 2013
Source: Business Insider (http://www.businessinsider.com/tesla-is-not-really-outselling-bmw-audi-2013-5...
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 domi...
$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
Dai...
$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 fa...
WHERE DO
NEW CATEGORIES
COME FROM?
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...
1
Tesla
Salesforce.com
Software-as-a-service
Electric car
Period in which interest in
the category creator far
outstrips i...
1Do not call yourself the leader in your category.
That is the job for your advocates, not your marketing department.
(NOT...
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 O...
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
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
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Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS Category

There is little that is more rewarding for entrepreneurs and executives than creating an entirely new category, fueled by disruptive innovation. Consider the new giants of our time, like salesforce.com, Tesla and Uber, and the incredible value created by their leaders.

We have invited back serial entrepreneur Mark Organ to deliver a sequel to his top-rated presentation last year on category creation. In this session you will learn not just how to define and build your category, but how to dominate it. How do you market differently when building a category versus entering an existing one? How to craft messaging to appeal to the missionaries you need to build your category and company? How to leverage your customer advocates and key influencers to grow efficiently? Mark will answer these questions and much more.

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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
  2. TAKE A NEW ROAD
  3. Company Category Cloud-based Marketing Automation Advocate Marketing Founded Jan 2000 Oct 2010 Exit Nasdaq IPOORCL TBD Value $871M TBD -- $B
  4. WHAT IS A CATEGORY?
  5. a transformational experience + driven by disruptive forces MY DEFINITION OF A CATEGORY: For a distinct segment of the market, A revolutionary business model
  6. 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
  7. 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
  8. 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
  9. 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???
  10. WHY WOULD YOU WANT TO BUILD A NEW CATEGORY?
  11. 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
  12. -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
  13. 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
  14. 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)
  15. $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
  16. $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
  17. WHERE DO NEW CATEGORIES COME FROM?
  18. VS Category creators have missionary zeal about their category vision, not just their company vision. MISSIONARY MERCENARY
  19. THE 6 RULES OF CATEGORY CREATOR GO-TO- MARKET
  20. MARKET THE CATEGORY 1
  21. Tesla Salesforce.com Software-as-a-Service Electric car Source: http://www.google.com/trends/ 1
  22. 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/
  23. 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/
  24. 1Do not call yourself the leader in your category. That is the job for your advocates, not your marketing department. (NOT INFLUITIVE)
  25. ELEVATE THE UNDER-SERVED MISSIONARY 2
  26. Advocate Marketing: CREATE POWERFUL WORD OF MOUTH 3
  27. 4 Influencer Marketing: LEVERAGE INFLUENCERS TO RECOGNIZE THE CATEGORY
  28. Community Marketing: ENABLE PRACTITIONERS TO CO-OWN THE CATEGORY 5
  29. Category Creator Biz Dev: INTEGRATED PARTNERS  TRANSFORMATIONAL EXPERIENCE6
  30. NEW CATEGORIES ARE BUILT ON TOP OF DISRUPTIVE TECHNOLOGY BLOCKCHAIN
  31. How to define and dominate your billion dollar category Mark Organ, CEO @ Influitive @markorgan @influitive PLAY BY YOUR OWN RULES

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