Posts Tagged ‘Sales and Marketing’

This post looks at how sales complexity impacts the cost of customer acquisition (CAC) in B2B software and hardware companies. It also introduces a zone system for evaluating different startup sales models.

Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author’s own methodology: Building a Sales & Marketing Machine. This...

Great companies are almost always run by great management teams. And great management teams know that the only way to improve a process is to start by measuring it. Good metrics should also be actionable, and drive successful behavior. In this post I hope to help show how to figure out which metrics matter the most,...

In my first two entries, found here and here, I talked about things we did at DS SolidWorks between 2003 and 2008 to increase the performance of our Value Added Reseller (VAR) channel. SolidWorks grew from $135M to $400M during this time, and we believe that what we did with our VARs had much to do with this amazing...

In my last entry, we talked about a series of investments SolidWorks made in expanding and developing our Value Added Reseller (VAR) channel between 2002 and 2008. Now, let’s talk about how we actually pulled this off. Where to start? We knew from experience that we had to improve and expand our partners’ business...

How SolidWorks grew to $400m a year in revenues by helping their VARs become world class business leaders. SolidWorks was started back in 1993 with the vision of bringing solid modeling for mechanical design to the masses. Before SolidWorks entered the market, solid modeling was only available from PTC at $20,000 per...

In the many thousands of articles advising entrepreneurs on what they have to focus on to build successful startups, much has been written about three key factors: team, product and market, with particular focus on the importance of product/market fit. Failure to get product/market fit right is very likely the number...

This is part of my series on Building a Sales and Marketing Machine. In this post I provide a case example to describe how one successful company built their Sales & Marketing machine. JBoss was an Open Source company providing free middleware software to it’s customers. By the end of 2003, JBoss had been downloaded 5...

In the past most startups occurred because a new technology had come along that would provide solution to a problem that could not be solved previously. (As an example, an unmet need was the pain of creating and editing documents. The solution was word processing, and the technological trigger that made this possible...

This is part of my series on Building a Sales and Marketing Machine. In this post I provide advice for building your own Inbound Marketing machine- a requirement for most businesses today. The web has forever changed people’s buying habits. Instead of needing to rely on sales people to send them information, buyers now...

This is part of my series on Building a Sales and Marketing Machine. In this post I offer one approach to help you continuously refine and evolve your sales and marketing machine. It would be a mistake to think that once the process has been designed and implemented that it will not need further attention: As soon as...

This is part of my series on Building a Sales and Marketing Machine. In this post I talk about identifying your blockage points and how to solve them. Since writing this post, I have added a blog post that explores this topic in far more detail. Please click here to read “Optimizing your Customer Acquisition...

This is part of my series on Building a Sales and Marketing Machine. In this post I describe the metrics you will need to get the most out of your sales and marketing machine. In the same way that we need instruments to understand how our car is running, we also need instrumentation to understand how well our Sales...

This is part of my series on Building a Sales and Marketing Machine. In this post I provide advice for focusing on your top customer segment. Focus: Segment your Market, and pick the Low Hanging Fruit At the start of your marketing process, you will be dealing with the issue of who to target – people that you suspect...

This is part of my series on Building a Sales and Marketing Machine. In this post I describe how I applied a one day sales cycle in one of my own companies. The concept of building a sales and marketing machine first came to me in 1983 in my first startup. I found myself faced with a 9 month sales cycle, selling CAD...

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