Perry Pyramid Presentation to TMA 7/26/16 - Michele Perry

Michele Perry
Technology Marketing Alliance – July 2016

Highlights
 Marketing Audit
 Confusion between Motion & Progress
 Eight Exercises to enhance your go-to-market execution
 Budgeting – how to slice your marketing pie
 Why the Message Map is the most critical tool to speed
your execution
7/26/16 ©2016 PerryBridge Partners 2

My Background
 Education
– Wharton School - University of Pennsylvania - Undergraduate degree in Decision Science and Finance
– Harvard Business School MBA
– Mindshare graduate
 Experience
– 25 years of B2B experience – database, data warehouse, SaaS, cloud, network security, CRM, patient engagement
– 3 IPO’s, one acquisition, one PE Exit, many bags under eyes!
 Currently
– Boards - ThreatConnect, Unanet and several advisory boards
– TEDCO Loaned Executive
– Teaching – UMBC, UMD
– Consulting and interim executive
 Awards
– Many team and company awards throughout the years
 2008 Markies Award for Marketing Excellence
– 2016 Power Woman of DC Tech
 Marketing Methodology

what does marketing do?

good marketing requires a solid,
structured approach

A Definition for Marketing
 Taking actions to create, grow, maintain or defend
markets.
 Marketing’s purpose is to develop and shape something
that is real, and not, as people sometimes want to believe,
to create illusions.

Go-To-Market (GTM) Methodology
Customer
Need Whole Product
Execution &
Measurement
Marketing Ecosystem
Market
Segmentation
Mapping to Technology
Adoption Curve
Validation
Marketing Plan

the perry pyramid
lead generation
branding & communications
core positioning
product requirements
market requirements

the top of the pyramid is fun,
lead generation

Perryisms
Don’t confuse MOTION
with PROGRESS!

Perryisms
Don’t confuse HubSpot templates for a marketing plan!

start at the bottom of the pyramid

market requirements
market requirements
identifying market segmentation
crossing the market chasm
listening to the voice of the customer

#1 The Buyer
What does a DIAL
(Day in A Life)
of your buyer look like?

Voice of Customer (VOC) is Critical

Market Requirements
 WHAT is the pain?
 WHO has the pain?
– How do you identify the pain in an organization?
– Is it measurable?
 WHO is willing to pay to alleviate or remove the pain?
– How much are they willing to pay?
 WHEN will they pay? What is the trigger point? The
compelling event?
Market Requirements Document (MRD) identifies the
important Who, What, Where, Why, When and How

Customer Buying Criteria
 WHY will the customer buy? Does the customer have a
compelling reason to buy? NEEDs versus WANTS
– Does the customer NEED this product?
– Does the customer WANT this product?
– Does the customer actually NEED this product but doesn’t
know it yet?
 HOW will the customer buy?
– Will this replace something else attempting to solve the
problem?
– What budget would this product fall under?
– Is it a line item in the budget yet? Is this a replacement for
something they already pay for or is new budget $$
required?
 WHERE will the customer buy?
– What trusted partners will help them address this pain?

18
Compelling Reason(s) to Buy
 It enables a previously unavailable strategic
capability that provides a dramatic strategic
advantage
 It radically improves productivity on an already
well-understood critical success factor
 It visibly, verifiably, and significantly reduces
current total overall operating costs
 Financial/Legal Decisions – Insurance Policy –
Limit Liability - Protection of integrity/brand
7/26/16 ©2016 PerryBridge Partners

#2 – Market Maturity
197/26/16 ©2016 PerryBridge Partners

market requirements
understanding the whole product

core positioning
core positioning
market requirements
understanding exactly who and what you’re
competing with for the available dollars

Why is positioning so important?

Cutting through the Clutter

Positioning Statement
 For (target customers)
 Who are dissatisfied with (the current market
alternative)
 Our product is a (new product category)
 That provides (key problem-solving capability)
 Unlike (the product alternative)
 We have assembled (key whole product features
for your specific application)

Positioning Quadrant

EXERCISE
What is your Secret Sauce?

Secret Sauce Exercise
 Company is first to do _________
 Company is best at __________
 Company is the only company to _____________

EXERCISE
Position your competitors

Share of Wallet/Attention
 Don’t have any competitors
– Nobody does exactly what we do!
 Reality – You have hundreds of competitors
 Compete
– For attention
– For time
– For budget
– For resources
 Biggest competitor
- Do Nothing!

core positioning
market requirements
engagement with, education of, and connection to
your prospective buyers

Simplify the Message c

1. What are you going to say? Message Map
2. Who are you going to say it to? Influence Matrix
3. How are you going to say it? Content Map
c

Sample Message Map Template
Your Company Name Here Message Strategy
POSITIONING:
What position does your company
want to occupy in the mind of the
customer?
ESSENTIAL BRAND
VALUE:
What is the single issue of customer
value around which your company
can claimsuperiority?
Why Do Buyers Need a Category
Name?
List three category benefits here
Why is your company the Leader
in Category Name?
List top three reasons that you are the leader
OFFERING:
Example - these are either the product
compeoents or the whole product areas that
should always be talked about and featured
Elevator Speech This is the short description of this
Offering
PROOF POINTS: Patents? Other IP? Key Partnerships? Marquis Customer Names?
MANDATORIES:
c

Sample Market Influence Matrix
TYPE EXAMPLES
Business Press HBR, WSJ, NYT, Fortune, Forbes,
McKinsey
Trade Press
Start-up Press
Industry Analysts
Financial Analysts
Social Media (Channels)
Distribution Channels
Whole Product Distribution Partners
Alliances
Standards Groups
Employees
c

lead generation
lead generation
core positioning
market requirements
database funnel management

The Top of the Pyramid is the FUN!
• Website updates
• Content and graphics
• Videos
• Blog (also
branding/sales tools)
• Events & Tradeshows
• PR (Media, Awards)
• Social Media (Twitter,
LinkedIn, Facebook)
• “Snackable” content
• Marketing Automation
(Lead Scoring, Lead
Nurturing)
• Content Marketing
• Sponsored webinars
• Targeted events
• Adwords/SEO
• Digital Marketing
• Advertising
• Retargeting
• CRM Tools
• Collateral/content (case
studies, datasheets, white
papers, ebook, etc.)
• Analyst reports/marketplace
credibility
• Competitor Battlecards
• Product Reviews
Sales
Tools
Lead
Gen
WebsiteBranding

Go do a marketing audit
- how does your marketing measure up?

the perry pyramid
lead generation
core positioning
market requirements

Thank You!
Michele Perry
703 622 5015
michele@perrybridge.com

Perry Pyramid Presentation to TMA 7/26/16 - Michele Perry

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