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Using data to create intrinsic motivation and a growth mindset

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Vendasta Technologies
Vendasta Technologies

Drive a growth mindset through your organization is essential. Use data to create alignment, accountability, focus, insights and agility. Using data to motivate your team will not only drive a growth mindset, but results you can measure.

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DRIVING GROWTH Using data to create intrinsic motivation and a growth mindset Jacqueline Cook VP Growth, Vendasta Technologies
Using data to create intrinsic motivation and a growth mindset
Using data to create intrinsic motivation and a growth mindset
The #1 platform for selling digital solutions to local businesses.
Local Business: Serves local customers
A study by and
How is shopper behaviour changing in a digitally powered world? Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.google.com/think/insights
N = 5000 Credit Cards Automotive Technology Dining OTC Health Grocery Personal Care Banking Insurance Investments Travel
● Shopper’s Purchase Timeline ● Information Sources ● Point of Influence
Traditional 3-Step Mental Model of Marketing
Interest/Awareness Television, Radio, Print Ads, Billboard, Yellow Pages
Traditional 3-Step Mental Model of Marketing
Interest/Awareness Television, Radio, Print Ads, Billboard, Yellow Pages Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made.
Traditional 3-Step Mental Model of Marketing
Interest/Awareness Television, Radio, Print Ads, Billboard, Yellow Pages Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: word of mouth. Consumer compares expectations and reality.
Traditional 3-Step Mental Model of Marketing Interest/Awareness Television, Radio, Print Ads, Billboard, Yellow Pages Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: Facebook post, tweet, write review, discuss with friends, blog, Consumer compares expectations and reality. Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: word of mouth. Consumer compares expectations and reality. Interest/Awareness Television, Radio, Digital Advertising, Email/Text Marketing, Display, Print Ads, Loyalty programs, Deals. Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: Facebook post, tweet, write review, discuss with friends, blog, Consumer compares expectations and reality.
Interest/Awareness Television, Radio, Digital Advertising, Email/Text Marketing, Display, Print Ads, Loyalty programs, Deals. Research Search engines, online reviews, ratings, relevant articles, word of mouth. The business’s reputation is what consumers say it is. Purchase In-store experience: talked with salesperson in-store, read product brochure, tried sample product. The decision to purchase is made. Experience Post-purchase experience: Facebook post, tweet, write review, discuss with friends, blog, Consumer compares expectations and reality. The New Mental Model of Marketing
Using data to create intrinsic motivation and a growth mindset
It’s no longer about what you say about your brand, but what your customers say about your brand.
Buying decisions are made online In 2016, 92% of consumers read online reviews before visiting a business. 94% of consumers would use a business with a four star rating! 40% 60% 25% 17% 17% 15% 75% 83% 83% 85% 2011 2012 2013 2014 2015 Before Entering a Store In-Store 12% 88% 2016
Digital Advertising Listings Reputation Social Marketing Website / In Store CRM / Loyalty Do they know about you? Do they trust you? Will they convert? Will they remain loyal? Can they find you? Do they like you? The New Marketing Stack Local businesses need a new marketing stack. 21 The way businesses find customers has changed...
We use data to help local businesses make decisions, and understand the decisions being made about them
97% import revenue 241 employees 139% CAGR last 5 years
You’re the VP of what?
“The Growth team typically lives at the intersection of marketing and product development, and is focused on customer and user acquisition, activation, retention, and upsell.” GROWTH GROWTH
Alignment Focus Insights AGENDA Accountability Agility
Alignment Focus Insights AGENDA Accountability Agility “Successful diplomacy is an alignment of objectives and means” -Dennis Ross
Using data to create intrinsic motivation and a growth mindset
1. Provides a lens for measuring sustainable growth
1. Provides a lens for measuring sustainable growth 2. Should correlate to value delivered to customers
Using data to create intrinsic motivation and a growth mindset
# of Nights Booked
Using data to create intrinsic motivation and a growth mindset
Daily Active Users
Using data to create intrinsic motivation and a growth mindset
Active Drivers
The Vendasta Solar System Marketing Sales Product R&D Finance Operations
Leading Indicators That which you can control. Easy to influence, difficult to define Lagging Indicators That which you ultimately want to achieve. Easy to measure, difficult to influence
Leading Indicators That which you can control. Easy to influence, difficult to define Lagging Indicators That which you ultimately want to achieve. Easy to measure, difficult to influence
Leading Indicators That which you can control. Easy to influence, difficult to define Lagging Indicators That which you ultimately want to achieve. Easy to measure, difficult to influence
Define a North Star Metric and map out how every employee drives it
Alignment Focus Insights AGENDA Accountability Agility “Everyone is responsible and no one is to blame” -William Schutz
V1: Aligning by Function
v1.0 - Alignment by Function
v1.0 - Alignment by Function
v1.0 - Alignment by Function
v1.0 - Alignment by Function
V2: Aligning by Focus
v2.0 - Alignment by FOCUS
v2.0 - Alignment by FOCUS
Structure your teams around a focus, and equip them cross-functionally with what they need to succeed
Alignment Focus Insights AGENDA Accountability Agility “What gets measured gets managed.” -Peter Drucker
Tom has really been slacking off lately. He’s been late to work, slow to follow up and seems really unfocused. Have you talked to him about it? Oh no. I’ll just wait until his performance review to tell him he’s fired.
Using data to create intrinsic motivation and a growth mindset
Use data to motivate
Monthly Goal Setting Weekly One on Ones Daily Standups
Monthly Goal Setting What are the five things you’re going to accomplish this month?
Weekly One on Ones How are you doing? Care personally How’s everything going? Progress to goal How can I help? Dependencies
How are you doing toward my goals?
How are you doing toward my goals?
M - A - P - D - O Metrics Accomplishments Priorities Dependencies Other Daily Standups
Is she accountable? Is she aligned? What’s in her way? Is she focused? TIME Do it here ….not here!
Use Data to Reward & Influence
8.7% Click-Through Rate Industry Avg: 2.06%
Create intrinsic motivation by empowering your teams to set the goals and the pace they achieve them
Alignment Focus Insights AGENDA Accountability Agility “Drowning in data, starved for information.” -John Naisbitt
Data vs. Insights
Visualization
Dashboards
...are not enough
Why? Why? Why? Why? Why? Exploration
Use data to tell your story
Use data to tell your story ...and use data to make it meaningful
Gather both qualitative and quantitative information to turn data into insights.
Alignment Focus Insights AGENDA Accountability Agility “The only way to win is to learn faster than anyone else.” -Eric Reis
Using data to create intrinsic motivation and a growth mindset
Using data to create intrinsic motivation and a growth mindset
How do you make decisions with imperfect information?
Using data to create intrinsic motivation and a growth mindset
“The only way to win is to learn faster than anyone else.” -Eric Reis
COLLECTING DATA MANAGING DATA GAINING INSIGHTS TAKING ACTION COMMUNICATING MEASURING RESULTS ? !
Using data to create intrinsic motivation and a growth mindset
Using data to create intrinsic motivation and a growth mindset
Using data to create intrinsic motivation and a growth mindset
Make decisions with imperfect information by running experiments
Alignment TAKEAWAYS Define a North Star Metric and solar system
Alignment TAKEAWAYS Accountability Define a North Star Metric and solar system Structure your teams around a focus
Alignment Focus TAKEAWAYS Accountability Define a North Star Metric and solar system Structure your teams around a focus Empower your teams to set and achieve their own goals
Alignment Focus Insights TAKEAWAYS Accountability Define a North Star Metric and solar system Structure your teams around a focus Empower your teams to set and achieve their own goals Use qualitative and quantitative data to gain insights
Alignment Focus Insights TAKEAWAYS Accountability Agility Define a North Star Metric and solar system Structure your teams around a focus Empower your teams to set and achieve their own goals Use qualitative and quantitative data to gain insights Make decisions with imperfect information with experiments
THANK YOU Jacqueline Cook VP of Growth, Vendasta Technologies jcook@vendasta.com linkedin.com/in/jacquelinecook1 @jackiecook21

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Using data to create intrinsic motivation and a growth mindset

Editor's Notes

  1. How we’ve used data to get to where we are today. We work through a network of resellers, mostly traditional media and advertising companies like newspapers, yellowpage companies, radio and TV stations--who have seen a big shift in the way their media is consumed and advertisers now spend their ad dollars. As eyeballs shift from traditional forms of advertising to digital, we power the tools they take to market to help their clients thrive in a digitall powered world.
  2. We believe in strengthening local economies by partnering with local experts (like you), and equipping them with the tools they need to be successful.
  3. Today I’m going to talk about local businesses. Businesses that serve local customers - not manufacturers or wholesale distributors… Starbucks analogy Does anyone in the room serve local customers? Our CEO Brendan had a computer store - adver
  4. Disclaimer - I make no claim that this is my own personal research, but rather want to share a really compelling and well done report conducted by Google and Shopper Sciences
  5. Fielded in March 2011 in the US
  6. What did they find? Well they found that
  7. The consumer cycle is largely the same - a consumer becomes aware of the product, they gather information, and eventually decide to buy or not buy based on that information What has changed is where they gather that information, their ease of access to that information from a multitude of sources, and their ability to compare against other products and services
  8. This is a slide right from Google’s Study - let’s
  9. The old coffee shop talks where friends got together and chatted about things like their experiences are a way of the past. The new word of mouth is online! Statistics have shown that 85% of all buying decisions are made online these days and that in itself is the most important reason why your business needs to be found online.
  10. The problem
  11. https://hbr.org/2016/02/every-company-needs-a-growth-manager Everyone has different perspectives on what growth means to their department,
  12. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  13. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  14. Talk about success Comissions were aligned to MRR (lagging), changed to calls/talk time and it increased performance
  15. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  16. Please choose a new background image. Still image or GIF.
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  22. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  23. See the fruits of their labour
  24. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  25. We believe in strengthening local economies by partnering with local experts (like you), and equipping them with the tools they need to be successful.
  26. We believe in strengthening local economies by partnering with local experts (like you), and equipping them with the tools they need to be successful.
  27. Uservoice example Product usage, partner surveys, partner demographics (attributes), purchase data, engagement data to create predictive analysis in order to automate Partner Success & growth plans And we’ll continue to gather this stuff through NPS, listen loop, heat mapping, purchase information, etc.
  28. Uservoice example Product usage, partner surveys, partner demographics (attributes), purchase data, engagement data to create predictive analysis in order to automate Partner Success & growth plans And we’ll continue to gather this stuff through NPS, listen loop, heat mapping, purchase information, etc.
  29. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  30. Not only that we’re pointed in the same direction, but that we’re also agile enough to adapt to opportunities and threats
  31. The rate that technology improves and innovation increases, these time intervals are getting shorter
  32. Example of a test Small tests, backed with data Google Ventures
  33. Showing a focus on helping partners get to market faster
  34. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  35. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  36. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  37. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.
  38. What a salesperson & agency needs to do to successfully sell digital, and retain clients. The Vendasta platform maps to and automates this process, allowing the salesperson to focus on what they do best: consult & close.