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Como construir
uma máquina
de marketing e vendas?
Gilmar de Souza Filho
Software & Cloud Specialist - Sales Rep.
gilmar.fi...
3 erros + comuns
#1 Estratégia
$ 100
Milhões
/ Ano
Tien Tzuo da Zuora
Neeraj Agrawal da Battery Ventures
Chirstoph Janz da Point Nine
#2 Referências
● +/- 100 Milhões de Downloads ou Visitantes
● Você tem potencial de atuar Globalmente?
● Qualquer alteração no Churn ou T...
Ratos
1 Milhão de Clientes | $ 100 / ano
● 10 - 20 Milhões de Trials / Usuários Freemium
● Você tem potencial de atuar Glo...
Coelhos
100.000 Clientes | $ 1.000 / ano
● Sai da Pessoa Física e entra no Mercado de VSMB e SMB
● Cold Calling normalment...
● É normal começar caçando Coelhos e migrar para Veados com o
tempo (RD, por ex)
● Ainda não comporta uma operação de Fiel...
● A maioria dos SaaS de sucesso chegaram lá focando no cliente
Enterprise! (Workday, Veeva, SuccessFactors, Salesforce.com...
#3 Investimento
“Tem que dar ROI”
“Foi muito bacana e tal…”
“O Queimador de Orçamento”
CAC Payback = 12
LTV / CAC = 3
Muito obrigado!
Gilmar de Souza Filho
Software & Cloud Specialist - Sales Rep.
gilmar.filho@resultadosdigitais.com.br
http...
Como construir  uma máquina  de marketing e vendas - TDC
Como construir  uma máquina  de marketing e vendas - TDC
Como construir  uma máquina  de marketing e vendas - TDC
Como construir  uma máquina  de marketing e vendas - TDC
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Como construir uma máquina de marketing e vendas - TDC

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- 5 modelos de marketing e vendas
- 2 Métricas para calibrar Custo de Aquisição de Clientes

Veröffentlicht in: Marketing
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Como construir uma máquina de marketing e vendas - TDC

  1. 1. Como construir uma máquina de marketing e vendas? Gilmar de Souza Filho Software & Cloud Specialist - Sales Rep. gilmar.filho@resultadosdigitais.com.br https://br.linkedin.com/in/gilmardesouzafilho
  2. 2. 3 erros + comuns
  3. 3. #1 Estratégia
  4. 4. $ 100 Milhões / Ano
  5. 5. Tien Tzuo da Zuora
  6. 6. Neeraj Agrawal da Battery Ventures
  7. 7. Chirstoph Janz da Point Nine
  8. 8. #2 Referências
  9. 9. ● +/- 100 Milhões de Downloads ou Visitantes ● Você tem potencial de atuar Globalmente? ● Qualquer alteração no Churn ou Taxa de Converão pode ser fatal ● O seu produto é “Social” e tem alto potencial de “Viralidade”? ● Bons exemplos: Snaptchat, WhatsApp, Instagram ● Como você vai se utilizar de User-Generated Content para trazer tráfego via SEO? ● Bons exemplos: Yelp, Quora ● Desconheço algum brasileiro que teve sucesso nesse modelo Moscas 10 Milhões de Usuários Ativos $ 10 / user / ano de Anúncios Pagos
  10. 10. Ratos 1 Milhão de Clientes | $ 100 / ano ● 10 - 20 Milhões de Trials / Usuários Freemium ● Você tem potencial de atuar Globalmente ou pelo menos Internacionalmente? ● Algum nível de “Viralidade” ou “Powerd By” ● Bons Exemplos: Evernote, Netflix, Spotify ● eCommerce: você vai precisar de muito capital para bancar o CAC ● Brasil / LATAM: MercadoLivre (?)
  11. 11. Coelhos 100.000 Clientes | $ 1.000 / ano ● Sai da Pessoa Física e entra no Mercado de VSMB e SMB ● Cold Calling normalmente não funciona bem ● Como ter um CAC menor que $600 ~ $750? ● Como gerar um Milhão de Leads / Trials a menos que $ 60 ~ 75 cada ● Produto Fantástico com NPS alto ● Inbound Marketing - Foco absoluto nas métricas de Funil ● Como usar uma rede gigante de distribuição? ● Bons exemplos: Loja Integrada, Conta Azul (existem alguns!)
  12. 12. ● É normal começar caçando Coelhos e migrar para Veados com o tempo (RD, por ex) ● Ainda não comporta uma operação de Field Sales ● Inbound Sales é o mais recomendado. Puro, Misto com Fields Sales, Apenas Upsell / Conversão de Trial ● Começa a ser viável implementar Canais e Parceiros de Valor Agregado ● Passa a prospectar MQLs com um time de SDR ou Sales Rep ● Bons Exemplos: Resultados Digitais, Rock Content ● Recomendado que os Founders tenham DNA de produto, marketing, SaaS e que com o tempo tragam VPs de Venda com experiência para liderar as expanções de time Veados 10.000 clientes | $ 10k / ano
  13. 13. ● A maioria dos SaaS de sucesso chegaram lá focando no cliente Enterprise! (Workday, Veeva, SuccessFactors, Salesforce.com) ● 100k / ano é menos que o custo de um Executivo C-Level ou que a equipe com 5 ~ 7 Devs que levariam muito tempo para desenvolver; ● VARs para implementar são um boa prática e pode ajudar a escalar internacionalmente. Eles também podem atender Mid Market/ SMS ● É muito mais difícil (tempo, dinheiro, quantidade de clientes) encontrar o Product / Market Fit ● Ciclo de Vendas Longos são um desafio. Founder com DNA de Venda Enterprise é um grande diferencial ● Bons Exemplos: VTEX, Axado Elefantes 1.000 clientes | $ 100k / ano
  14. 14. #3 Investimento
  15. 15. “Tem que dar ROI” “Foi muito bacana e tal…” “O Queimador de Orçamento”
  16. 16. CAC Payback = 12
  17. 17. LTV / CAC = 3
  18. 18. Muito obrigado! Gilmar de Souza Filho Software & Cloud Specialist - Sales Rep. gilmar.filho@resultadosdigitais.com.br https://br.linkedin.com/in/gilmardesouzafilho

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