MARKETING
DERANDOMIZER
RANDOM Acts of
Marketing &
The Spiral
The Marketing Trap:
Miss Your Goals
SHINY OBJECT!
(Random Act of Marketing)
PANIC!!
Time & Resources
The Marketing Trap:
Miss Your Goals
Engage in
Random Acts
of Marketing
PANIC!!
Time & Resources
- Perpetual Ideation
- Objective Prioritization
- Scheduled Effort
- Measurable Improvement
Confidently Allocate Resources
If you had a system for...
You could:
a.k.a. "Spend money to make money"
Marketing Derandomizer
TOOLKIT:
1. Growth Engine Map
2. Growth Engine Dashboard
3. Idea Capture & Evaluation Tool
(4. Ideal Client Profile)
What is their journey from
unaware to purchased?
Growth Engine Map
- Identify entry points
- Define end goal
- ...then what?
Become Aware
Purchase
2 SONG BREAK
Growth Engine
Dashboard
Keep it SIMPLE.
Track it WEEKLY.
Make it MANUAL.
Claim OWNERSHIP.
up2r.com/dashboard
Growth Engine
Dashboard
Red to Yellow.
Yellow to Green.
Green to Yellow.
2 SONG BREAK
"More organizations die of indigestion than starvation." - David Packard
Idea Capture
& Evaluation
"The essence of strategy is choosing what NOT to do." - Michael Porter
What's more valuable, ideas or execution?
Idea Capture
& Evaluation
ICE
Impact.
Confidence.
Ease.
up2r.com/ice
Idea Capture
& Evaluation
Hypothesis:
By taking this action, we can:
- Increase [variable]
- from [benchmark]
- to [target]
- by [date]
Growth Engine Optimization
thru Non-Random Action
IDENTIFY
Bottlenecks
TAKE
ACTION!
STRATEGIZE
Action
MEASURE
Results
CAPTURE
New Ideas
9
DAYS
3 SONG BREAK
Ideal Client Profile
What are their common traits?
What are their fears & frustrations?
What are their wants & aspirations?
What transformation are they longing for?
To know your customer,
is to know yourself.
Ideal Client Profile:
Common Traits
- # of employees (min/max)
- Annual revenue
- Geography
- Industry
- What have they tried already?
- What investments have they made?
- What are their sunk costs?
- What causes them to take action?
- What would need to be true to enable action? (If only...)
Ideal Client Profile:
Frustrations & Fears
- What is the worry gnawing at their mind?
- What causes regular frustration?
- What challenges do they face daily, big or small?
- What are key systems in their life/job that often fail?
- What are they forced to interact with that is difficult to manage or understand?
- What features (or lack of features) do they regularly complain about?
- What is standing in the way of happiness / success?
Ideal Client Profile:
Wants & Aspirations
- What do they want for themselves?
- What do they want for the people around them?
- What do they aspire to be? Who do they aspire to be?
- What goals have they set for themselves?
- What values do they hold dear?
- What are their "secret" desires?
What transformation
are they buying from you?
BEFORE:
AFTER:
Have:
Feel:
Average Day:
Status:
Good vs. Evil:
Have:
Feel:
Average Day:
Status:
Good vs. Evil:
MARKETING
DERANDOMIZER
Marketing Maturation Machine
By Gordon Seirup
