INTRODUCING THE DELIBERATE GROWTH FRAMEWORKLincoln Murphy, FounderSixteen Ventures
100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being
DELIBERATE.
Deliberate = “done consciously and
intentionally”
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Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Deliberate Growth Framework
Get Deliberate
http://sixteenventures.com/
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
http://sixteenventures.com/
Why Get Deliberate?• Throwing a bunch of stuff at the wall and
seeing what sticks is for amateurs• It wastes time, resources, energy,
money, etc.
Deliberate Growth Framework http://sixteenventures.com/
Question!
How many of you believe that, given enough time, money, and
resources, anything is possible?
Deliberate Growth Framework http://sixteenventures.com/
Why Get Deliberate?• Grow because of – not in-spite - of your
efforts• No More Sloppy Progress!
Deliberate Growth Framework http://sixteenventures.com/
Sloppy Progress• Accepting any growth as good growth• Focusing on Vanity Metrics• Seeds of Churn are Planted Early
Deliberate Growth Framework http://sixteenventures.com/
Deliberate Growth Framework
Churn = Bad
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Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
http://sixteenventures.com/
Startups are a BusinessThe Product / Market Fit Fallacy
Copyright © 2016 Sixteen Ventures. All rights reserved.
You’ve got 99 Problems…but Product / Market Fit isn’t One
Copyright © 2016 Sixteen Ventures. All rights reserved.99 PROBLEMS
Startups need Churn to Learn?No. This is a dangerous lie.
Copyright © 2016 Sixteen Ventures. All rights reserved.
Customer Churn Kills!• Company Value• Total Addressable Market• Employee (and Founder) Morale• Time!
Copyright © 2016 Sixteen Ventures. All rights reserved.
Customer Success is not Required•You will not FAIL without it•But you will not THRIVE
Copyright © 2016 Sixteen Ventures. All rights reserved.
Without Customer Successyou will end-up…
AVERAGE!!!!!
Copyright © 2016 Sixteen Ventures. All rights reserved.
AVERAGESUCKS!
Customer Success is when your customers achieve their Desired Outcome through their interactions with your
company.Deliberate Growth Framework http://sixteenventures.com/
Customer Success Management is the proactive orchestration
of the customer’s journey toward their ever-evolving Desired
Outcome.
Deliberate Growth Framework http://sixteenventures.com/
Customer Success is Hot
Deliberate Growth Framework
• Part of the SaaS Business Model now• Driver of Customer Lifetime Value (LTV)
• Longer Lifetime• Account Expansion• Customer-driven Growth
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When to do Customer Success?
Deliberate Growth Framework
• Before you Launch (or Now)• Churn Kills
• Company Value• Morale• Total Addressable Market
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When to do Customer Success?
Deliberate Growth Framework
• Only Acquire Customers with Success Potential• Technical Fit• Functional Fit• Experience Fit• Support Fit
http://sixteenventures.com/
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
http://sixteenventures.com/
Deliberate Growth Framework http://sixteenventures.com/
The Success Gap
Deliberate Growth Framework
• Their Desired Outcome may only be achieved outside of your product
• The best companies understand & bridge this gap
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Protip: How to use Desired Outcome in your Marketing
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“Enter the conversation already taking place in your customer’s mind.” – Robert Collier
Deliberate Growth Framework http://sixteenventures.com/
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937
Deliberate Growth Framework http://sixteenventures.com/
Success = Their Desired Outcome
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The topic of the conversation in their
mindSuccess = Their Desired Outcome
http://sixteenventures.com/
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
http://sixteenventures.com/
Question!
How many of you know what FOMO means?
Deliberate Growth Framework http://sixteenventures.com/
What is FOMO?
Deliberate Growth Framework
• Fear of Missing Out• “… we must sign that customer no matter what”• “… ‘go wide’ … don’t narrow your focus”• “… take that custom dev …”
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Question!
How many of you have experience FOMO before?
Deliberate Growth Framework http://sixteenventures.com/
The Reality of FOMO
Deliberate Growth Framework
• You ARE missing out by not focusing• Real, Actionable Insights• It’s better to not sign a customer who’s a
bad fit now and possibly sign them later when they are a good fit
http://sixteenventures.com/
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
http://sixteenventures.com/
Question!
How many of you have developed an
Ideal Customer profile?
Deliberate Growth Framework http://sixteenventures.com/
What is an Ideal Customer?
Deliberate Growth Framework
The customer type that – over a strictly-defined time frame - you will dedicate Sales and Marketing Resources to acquire.
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Ideal Customer Profile Framework
Goal + Time + Maturity= Situation
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Deliberate Growth Framework
Ideal Customer ProfileReadyWillingAble
Success PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
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Ideal Customer Profile Framework
Ideal Customer Profile
Ready
Willing
Able
Success Potential
Acquisition Efficiency
Expansion Potential
Advocacy Potential
Situationhttp://sixteenventures.com/
Ideal Customer Profile Framework
Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?
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Ideal Customer Profile is Powerful
Deliberate Growth Framework
• Deliberate Customer Acquisition!• Generally you can only test tactics; this
allows you to test customers• Kills FOMO because it’s temporary
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Is this just Persona Mapping?
Deliberate Growth Framework
• No.• Persona mapping comes AFTER you’ve
identified your Ideal Customer• Personas are different depending on
customer typehttp://sixteenventures.com/
Deliberate Growth Framework
Customer Success
Desired Outcome
Eliminate FOMO
Ideal Customer
Get Deliberate
http://sixteenventures.com/
@lincolnmurphy
Lincoln Murphy, FounderSixteen Ventures