1. The document discusses growth, sales, and metrics for startups. It emphasizes focusing the growth engine tightly on a small market, testing marketing channels and iterating based on results. 2. For sales, it recommends making the sales process easy and focusing on understanding customer needs. It also discusses the importance of customer support. 3. For metrics, it suggests focusing on a few key metrics like growth rate, CPA, and LTV/CAC, and tracking them with tools like Google Analytics and Mixpanel. Regularly updating a simple metrics dashboard is also recommended.

1. Getting Real
Howard Gray
@howardgray
howard@rozel.co
Growth, Sales & Metrics
Escape The City - London, Nov 2015

2. Growth
Sales
Metrics
Hacks & Tools
Q&A
Today

3. About Me

4. Managing Director EMEA at F#
the emerging leader in digital music advertising, working with agencies, brands and
streaming services

5. Founding Partner at Rozel Studio
business solutions for the entertainment industry. specialising in product
development, growth, marketing & operations

6. Some of the companies we’ve
worked with recently

8. Previously…

12. The Jump

14. (lots of growth, sales and metrics
later…)

17. 5000+ shows across 60+ countries
Managing teams from 0-20
Overseeing talent roster of 200+
artists
3 years of 50%+ YoY growth

18. Getting Real

20. Growth

21. The growth engine

25. The growth engine should be manual to
start with
Talk to people

26. Customer development
Focus groups
Continuously finding out what they want

27. Look to dominate a small market
1 service, 1 vertical, 1 location

28. Delivery, Turkish food, Hackney
Marketplace, Lawn mowing, Surrey

29. Focus your growth engine tightly in this
area

30. The aim is to get the growth engine:
- Scaleable
- Repeatable
- Predictable
- Profitable

31. Test lots of channels

32. When you find one(s) that works, stick
(until it starts to slip)

33. The Lab

35. Think of your marketing activity like a
laboratory

36. Hypothesise
Create
Launch
Analyse
Iterate

37. Only change one variable at a time
Measure & Test as much as possible

39. Things we can
measure and
iterate

40. A quick word about email

41. Still king
(A recent McKinsey report found that email is 40x as effective as Facebook and Twitter combined)

42. Be personal
Be focused on the journey after the click

43. Revenue or Growth?

44. The answer you don’t want to hear…

45. It depends

46. Do something people really want
They’re more likely to pay you for it*,
and to tell other people
= Revenue and Growth
*eventually

47. Just growth can be dangerous
(especially if you are selling £1 for £0.90)

48. Growth usually slows down due to the
product not being good enough
(note that ‘product’ can also services such as sales, support etc.)

49. How fast to grow?

50. < 2.5% 5-7% > 7%

52. Just like Warren & Charlie, remember the
value of compounding

53. 10% weekly growth
100 users in week 1
110 users in week 2
121 users in week 3…

55. …12,912 users end of year 1

57. 1.84m users end of year 2

59. Remember:
- Eventually growth slows down
- Delighting customers comes first
- The best way to grow is through a
great product/service

60. Sales

61. How do I make my first sale?

62. Make selling easy
(i.e. therefore make buying easy)

63. Understand your value proposition

64. Understand why people buy
Satisfy unspoken customer needs

65. Product
Benefit
Need
(unspoken needs, often emotional)

66. How do I make my second sale?

67. Ask your first customer

68. What makes a strong sales roadmap?

69. Have a wide sales net, then focus on
most obtainable customers

70. “A guy don’t walk on the lot lest
he wants to buy.”

71. Short feedback loop
Quick No can be better than a slow Yes

72. Constantly iterate approach

73. Have more than one deck
(and yes, use Powerpoint)
Deck 1: To Read
(include intrigue so they want to know more)
Deck 2: To Present
(more imagery, less text, let your story and personality come through)
Deck 3: To Read
(to move towards finalising a sale)

74. What does a good sales funnel look
like?

75. 1. Prospecting
2. Discovery
3. Presentation
4. Quotation
5. Negotiation

77. Keep it simple
Can be 25+ ‘strokes’ to do a deal with a
corporate
Make sure to follow up
Get good at email

78. Or you can try this novel device

79. Other thoughts on sales

80. What would have to happen for them
to get fired?
Help prevent that from happening

81. Many companies don’t want new
suppliers
Partner with existing suppliers to offer
something

82. Be relentless about finding new
customers
Be ready to lose 80%+ of the time

83. Look for the innovator, who is going to
champion what you do?

84. Customer support is also sales

85. Metrics

86. What does a good engagement
funnel look like?

88. A A R R R

91. Awareness

92. What metrics to pay attention to?

93. Measure a few metrics
Usually best to focus on one key metric
When you know what it is, optimise for it

94. Not just about signups
Not all signups are created equal

95. Be careful of the vanity metrics

96. A few handy metrics
Growth Rate
(%, not absolute)
CPA
(remember people costs here)
LTV / CAC
<Lifetime Value / Customer Acquisition Cost>
(especially important for SaaS, ecommerce and marketplaces)

97. How do I generate those metrics?

98. Start points
Google Analytics
Mixpanel
Mailchimp
Social media admin panels
Zapier

99. The urchin (traffic monitor) is your friend

100. UTM + Google URL Builder

101. utm_source = name of the source
utm_medium = type of traffic
utm_campaign = name of the campaign
utm_content = to distinguish different parts of one
campaign
utm_term = to distinguish different parts of one
content

102. Make a simple metrics dashboard
Update it every week

104. Hacks

105. Hacks can be seen as flagrant…

106. …sometimes downright dirty…

107. …or wonderful skill…

108. …to enable victory

109. Sales Hacks

110. Email CEOs 5-7pm Sunday, 3 line email
Get to know (Voila) Norbert & Charlie (app)
Search press releases for contact info and email
structure
QuickMail

111. Growth Hacks

112. Two legendary growth hacks
1. Get Your Free Email at Hotmail
2. Airbnb > Craigslist

113. Landing pages for stuff you don’t do…yet
Force time - countdowns on time and user
base
Waiting list queue jumps (shares)

114. Comment on Slideshare presentations
Use the No as well the Yes on a popup
(e.g. for your b2b training company ‘No, I don’t want to train any of my staff’)

115. Tools

116. Salesloft - Chrome extension for linkedin
emails
Yetanothermail merge - Chrome extension
Zapier
Google Link Builder
Streak // Prosperworks // Intercom

117. Summary

118. 1. Growth is important but avoid hyperbole, it
doesn't fix everything
2. Run marketing like a laboratory
3. Wide sales net, then focus on most
obtainable customers
4. Focus on a small number of KPIs

119. Howard Gray
howard@rozel.co
@howardgray
Thanks!