2015 BUP V1 planning...
2015 Planning
1st Draft Presentations
October 9th, 2014
2015 BUPV1 Overview
Planning Sheet
Steve Johnson
2015 Planning Bottoms Up V1
2015 Planning Bottoms Up V1 Objectives
What it IS
● Alignment on vision, mission, strategy
● Each BU outlines strategies, vision, mission, KPI’s, business as
usual, additional plans, revenue and dependencies
● Summary draft of BUP revenue targets for all groups
● Time to assess if we can hire the needed team in time
● Stop/Start - what is going to be different?
What it ISN’T
● Debate the strategies, ideas, numbers
● Time to work on your plan, work on other projects, email…
● Final numbers or approved. BUPV2 then Finance TDP, then
exec, then board approval before this is locked down
● P&L
2015 Planning Process
Bottoms up Planning
Kick off Sept 16
Draft 1 GTM Preso Oct 9
Final GTM Preso Oct 28
Top Down Planning
Kick off Sept 21
Draft 1 Top Down Nov 1
Merge of the Top/Bottom Plans
Final Exec sign-off Nov 10
Final to the board by Nov 21
2015 Level Setting
Planning Sheet
Steve Johnson
Copyright © 2010 Constant Contact, Inc.
VISION - GTM
To empower social businesses globally
90% Growth GOAL - All Revenue..Not Final!
● Revenue: $135M ARR, GAAP $100M, MRR
$6M
● User: 13M Basic, 137 Pro, 4000 Enterprise,
900k WAU
● Corporate KPI’s: ARR $135M, NPS 50,
Employee Attrition less than 50%
Hootsuite’s
Framework
Vision/Mission
5-10 years
V: Revolutionize communication via social M: We empower customers to
transform messages into meaningful relationships
Corporate
Strategy 3-
Where we will play: With individual social media power users, small businesses, across all
departments, companies and org’s both small and large
How we will win: By having these companies and org’s be wildly successful with HootSuite
Core values: Lead with humility, Respect the individual, Passion in all we do, find a better
way
5 years
Financial
Goals:
3-
$2 Billion+ valuation and $250m+ Annual Revenue
5 years
Strategic Themes:
3-5 years
Corporate Objectives:
2-3 years
Key Initiatives for Growth (big bets):
12-18 months
Annual Budget:
Every 12 months
1) Build the next generation of social apps
2) Own the social brand that appeals to all segments globally
3) Establish HootSuite as a platform for the enterprise &
empower the social business
Financial: To become a top 3 provider in the Ent.
market & extend top SMB offering within 18 months
Operational: Accelerate product innovation to
eliminate functionality gaps
Big bets: LATAM, Social Advertising, Customer
Experience
• Operating plans: Key metrics for acquisition, engagement,
conversion, retention, COA, ARPU, NPS, WAU, revenue
growth, market share, Av seat size, # of departments using
Bottoms up by department
Top down modeled
Merging both plans
Hootsuite’s GTM Revenue Structure
Online Revenue
Enterprise Revenue
Traci Mercer - VP Global Online Revenue
Darren Suomi, Global VP, Enterprise Revenue
Sr Dir
NA
DIR
EMEA
Dir
APAC
Dir
LATAM
GM
NA
GM
EMEA
GM
APAC
GM
LATAM
GM**
Analy
New Product Growth*
New Product Growth*
- Campaign, Advertising, Advocacy etc.
Greg Gunn
- Campaign, Advertising, Advocacy etc.
Greg Gunn
ED*
Corporate Foundation:
Product, Engineering, Partners, Marketing, Alliances, Support,
Community, Customer Success, BD, Platform Partners, Revenue Operations, Website
*Growth – Sub $1M products
**Post Growth - $1m-$5m products
2015 GTM Vision & Strategy
Hootsuite Vision & Mission
GTM Vision
I
n
n
o
v
a
t
i
o
n
Target Markets / Segments
One Voice….
Focused on communicating and delivering the customer value…
FOCUSED on FIVE GROWTH Levers….
Acquisition
Conversion
Retention
Engagement
ARPU
Through 9 Channels
Online
Revenue
Enterprise
Revenue
Partner
Revenue
BD/Platform
Revenue
Customer
Success
Support
Campaigns
Revenue
Social
Ads
Revenue
Enabled by Insights, Strategy, PR, Marketing, Great Talent
Analytics
Revenue
E
x
p
e
r
i
m
e
n
t
a
t
i
o
n
2015 GTM Vision, Strategy & Goals
GTM Vision: To empower social businesses globally
2015 USER GOALS: 13M Basic, 197K Pro, 3000 Enterprise, 900k WAU
2015 REVENUE GOALS: ARR $135M, MRR $11M, GAAP Revenue $100M
2015 CORPORATE KPI’s: ARR $135M, NPS 50, Employee Attrition less than 15%
Optimize Coverage
Model. Focus on Intl.,
Size, Geo. Targeted
Mkt
Who We Serve
Customer Benefits
Optimize Conversion.
Convert to the next level
(Visitors-Free-Pro-Ent )
Strategic
Partnerships
to leverage
reach
Delight
Customers..thru
Education, Support,
CSM teams
↑ LTV, ↑ARPU
Individuals, Influencers,
Consultants
(Free Product)
SMB’s, Sm Agencies,
Brands, Consultants
(Pro Product)
Business Units, Lg Agencies,
Enterprise Brands
(Enterprise Product)
Powerful entry level for social
media users (manage multiple SN
users in one place)
Advanced SM Tools (Unltd SN,
Team collaboration, Reporting,
Advanced Sched)
Unified Collaboration, Analytics,
Unlimited Social Networks, Security &
Governance
2015 Big Bets
Planning Sheet
Steve Johnson
2015 Strategic Themes
** updated/changed December
#1 Customer Experience
#2 Social Ads
#3 LATAM
2015 Plan Components (8 Items)
1) Vision, Goals & Strategies for your business unit
2) Business As Usual - baseline target revenue goals by quarter with
dependencies
3) Business As Usual - key action plans/activities
4) Proposed Organizational structure
5) Key Performance Indicators (KPI's)
6) Geographical/Market Plan
7) New Initiatives
8) Summary of all of the above items
** Costs to be added later by finance team
Copyright © 2010 Constant Contact, Inc.
Online Revenue
Planning Sheet
CRAIG RYOMOTO
VISION - Online Revenue
To be the global leader in social media
management for small businesses and
professionals
GOALS - Online Revenue
●
●
●
●
●
14M Free Users
200K Pro Customers
$3.1M MRR by Dec
$37.5M in ARR (+42% YoY growth)
$40M in ARR (+ 52% YoY growth)
STRATEGIES Summary - Online Revenue
1. Expand global
customer
acquisitions
through paid &
organic channels
2. Continuous
optimization of
conversion paths
(web, mobile,
email, indashboard)
3. Enrich user
experience,
product knowledge
& improve
engagement rates
4. Diversify and
improve
monetization
channels &
upsells
5. Optimize for globalization/localization
6. Leverage insights to drive customer & revenue growth opportunities
REVENUE GOALS - Online Revenue
EST Q4 2014
Q1 2015
Q2 2015
Q3 2015
Q4 2015
2015 ARR
NA
$3,890,000
$4,210,000
$4,590,000
$5,000,000
$5,370,000
$21,910,000
EMEA
$1,660,000
$1,790,000
$1,990,000
$2,220,000
$2,410,000
$9,930,000
APAC
$450,000
$510,000
$570,000
$650,000
$710,000
$2,940,000
LATAM
$390,000
$450,000
$520,000
$610,000
$670,000
$2,770,000
TOTAL
$6,350,000
$6,960,000
$7,670,000
$8,480,000
$9,160,000
$37,550,000
+9.58% Q/Q
+10.27% Q/Q
+10.41% Q/Q
+8.17% Q/Q
+42.69%
DEPENDENCIES - Online Revenue
Marketing:
●
●
Pro/SMB Marketing manager in region
o localization of personas, positioning, content, resources
Blog to support regional content
Product:
●
●
●
Receiving accurate usage event triggers for targeted and timely nurtures
Improving onboarding & billing process (including Sendgrid emails)
Capturing demographic profiles of new and active users
Finance
●
●
$750K/month PUA budget
Approved headcount
FACTS - Online Revenue
1. Brand search declining in core
countries (CA, US, UK, AU)
5. Under resourced in Marketing
for EMEA & APAC
2. Low brand awareness outside
core countries
6. Users need help getting started
/ on-boarded
3. Gaps in international Online
Revenue leadership
7. Lots of billing confusion,
leading to abandons & refunds
4. Email upgrade campaigns have
been extremely successful
8. Mobile is an untapped
opportunity
THEMES - Online Revenue
1.
REGIONALIZATION
2.
DEMAND
CREATION
3.
ONBOARDING
ORG STRUCTURE - Online Revenue
VP
Dir
NA
(50)
Current:
30
Dir
EMEA
(18)
7
Dir
APAC
(11)
5
Dir
LATAM
(0)
HSU
BD
?
REGIONAL STRUCTURE - Online Revenue
Dir NA
(Craig)
50
Dir
EMEA
18
Dir
APAC
Dir
11
CUSTOMER
ACQUISITION
CUSTOMER
ACQUISITION
CUSTOMER
ACQUISITION
CONVERSION
OPTIMIZATION
CONVERSION
OPTIMIZATION
CONVERSION
OPTIMIZATION
COACHING
COACHING
COACHING
MONETIZATION
TBD
TBD
DATA & ANALYTICS
DATA & ANALYTICS
DATA & ANALYTICS
LATAM
INCUBATED IN
NORTH AMERICA
FUNCTIONAL STRUCTURE - Online Revenue
Vancouver
Example:
Global KPI’s - Online Revenue
Q1 2015
Q2 2015
Q3 2015
Q4 2015
1,375,000
1,572,000
1,568,000
1,547,000
V:F
17.04%
16.97%
16.63%
16.88%
New Monthly Free Signups
234,000
267,000
261,000
261,000
V:T
1.03%
1.03%
1.02%
1.02%
Monthly New Trials
14,100
16,200
15,983
15,783
69.07%
69.75%
70.29%
70.14%
9,300
10,800
11,300
11,700
4.13%
4.13%
4.22%
4.23%
6,500
6,900
7,600
8,000
$14.27
$14.77
$15.24
$15.60
11,290,000
12,070,000
12,830,000
13,590,000
163,000
175,000
186,000
197,000
Acquisition
New Monthly Visitors
Conversion
T:P
Monthly New Pro Customers
Retention
Churn
Monthly Lost Pro Users
Monetization
Pro ARPU
User Growth
Total Free Users
Total Pro Users
NEW INITIATIVES - Online Revenue
1. Restructuring operating model to regional ownership
2. Activating demand creation initiatives (Youtube, radio ads, RTB)
3. Localizing email nurtures and conversion (AB test) optimizations in region
4. Elevating our web analytics insights (Google Analytics Premium, Adometry)
5. Resourcing to increase user engagement
o
more active users = bigger pool to upgrade = bigger pool to upsell
6. Introducing Paid Coaching services
7. Testing Pro sales coaches
NEW INITIATIVES - Online Revenue
***PRODUCT DEPENDENT***
1. Activating mobile customer acquisition campaigns
o
mobile upgrade flow needs to be resolved to be cost effective
2. Building gated 60 day free trial workflow for targeted campaigns
o
remove coupon flow; significant & proven revenue lift
3. Testing (and implementing) no credit card free trials
o
potential MASSIVE upside
4. Launching 2 year plans (so monthly, annual, 2 year plans)
o
reduce churn and increase cash collections
5. Introducing new currencies & expand payment options
KEYS TO SUCCESS - Online Revenue
1. Dedicated regional OR focus,
leader and structure
5. Building regional brand
awareness
2. Hiring local/regional SMB/Pro
marketing individual
6. Accessing more and timely
data
3. Dedicating resources to
improve onboarding (emails and
product) and billing flow
7. Continuously testing,
optimizing, and operationalizing
4. Mobile growth & monetization
strategy
8. And…..
COMPANY-WIDE TEAMWORK!
EMEA Enterprise
Planning Sheet
JOE SMITH
VISION - EMEA
The most widely adopted social media
enterprise software solution in EMEA
GOALS - EMEA
● Acquisition
○ $17 M Net New Bookings
○ 600 + Net New Clients Adds
● Retention
○ $ 6.5 M Renewals @ 85% Renewal Rate
○ Exit 2015 with 1000 + Enterprise Clients
● Monetisation
○ $ 2 Million Upsell
○ Multi Product Adoption
STRATEGIES Summary - EMEA
● Geo Strategy
o Launch German and France Office to drive faster
market penetration @ Strat / LAE
● Build Core SME Sales Organisation in London
● Focus on Finance and Regulated industry
● Expand Channel for better coverage outside core
territories
● Deploy Upsell program / focus to drive ARPA and Multi
Product Adoption
REVENUE GOALS - EMEA
Projected DIRECT Bookings By
Quarter
Q1
Q2
Q3
Q4
Totals
CORP EMEA New/Upsell
$2,120,000
$3,180,000
$3,282,500
$4,300,000
$12,882,500
STRAT EMEA New/Upsell
$585,000
$1,500,000
$1,335,000
$2,875,000
$6,295,000
TOTAL NEW
$2,705,000
$4,680,000
$4,617,500
$7,175,000
$19,177,500
Renewals
$1,317,520
$1,277,874
$1,395,977
$2,993,785
$6,985,156
$0
Other
DIRECT Revenue
$4,022,520
$5,957,874
$6,013,477
$10,168,785
$26,162,656
Projected DIRECT MRR
$917,661
$1,307,641
$1,692,414
$2,290,290
$2,290,290
Projected ATTRIBUTED
Bookings By Quarter
Q1
Q2
Q3
Q4
Totals
ANALYTICS
$216,400
$374,400
$369,400
$574,000
$1,534,200
CAMPAIGNS
$108,200
$187,200
$184,700
$287,000
$767,100
ASMS
$0
$0
$0
$0
$0
CUSTOM EDUCATION
$0
$0
$0
$0
$0
Other
$135,250
$234,000
$230,875
$358,750
$958,875
ATTRIBUTED Revenue
$459,850
$795,600
$784,975
$1,219,750
$3,260,175
Dependencies - EMEA
●
Sales Capacity
○ Hiring AEs on time
○ Onboarding
●
Onboarding for new staff (45 staff
increase Q4 to Q1FY15)
○ EDR
○ Pre Sales
○ Sales
●
Operational Management
○ new mgt team to onboard
●
Office Space
○ London Expansion
○ Paris Office
○ DACH Office
●
Top of the Funnel Activity to drive
leads for 39 AEs
●
Get LAE / Strat ready
○ Customer Success
○ Professional Services
●
Channel Enablement /
Effectiveness
●
Field Marketing local to Revenue
ORG STRUCTURE - EMEA
KPI’s - EMEA / by Region
●
●
Bookings KPIs
○ Bookings by Q
○ Average Deal Size
○ Average Contract Length
○ ARPA for new Clients
○ ARPA across Install Base
Churn KPIs
○ Total # of Customers
○ # New Customers
○ # Churned Customers
○ # Net New Customers
○ % churn as revenue
○ Net Promoter Score
●
ARR KPIs
○ New ARR
○ Churned ARR
○ Upsell ARR
○ Net New ARR
●
Funnel Metrics
○ MQL / SQL / Opp
○ Opp to Close
●
Sales Metrics (by month)
○ # FTE Account Execs
○ Quota per AE
○ Productivity by AE
NEW INITIATIVES - EMEA
● CSM focus on Retention, Commercial
Renewal team & Upsell Focus
● Expand Channel more aggressively
APAC Enterprise
Planning Sheet
KEN MANDEL
CONTEXTUAL INTELLIGENCE
CONTEXTUAL INTELLIGENCE
VISION - APAC
The most Asian centric & widely
adopted social media enterprise
software solution in Asia Pacific
or...Sell More Shit*
GOALS - APAC
● Build high performing sales org with increased
productivity & increased deal sizes
● Double Enterprise Revenues to USD 4.2M+
● Launch Channel Partnerships Program and build
strong partner revenue pipeline
● Increase awareness of Hootsuite in key APAC markets
(ANZ, ASEAN, N. Asia) to drive monetization
STRATEGIES Summary - APAC
● Increase multi-product sales by creating APAC relevant/priced bundles
increasing avg deal size
● Open Satellite Office in Australia by Q2 to increase monetization from
ANZ market
● Establish & launch Regional GAPP & Boutique Agency program driving
incremental revenues from this key APAC influencer channel
● Hire local remote Channel Account Managers to expand coverage & revs
in N. Asia, IN & ID and increase coverage in ANZ
● Increase EDR & Sales Productivity via in-market training
REVENUE GOALS - SUMMARY
● Acquisition
○ $3M Net New Bookings + Upsell
○ 225 + Net New Clients Adds
● Retention
○ $ 1.3 M Renewals @ 80% Renewal Rate
○ Exit 2015 with 325+ Enterprise Clients
● Monetisation
○ 20% Upsell
○ ARPA Increase of 50%
REVENUE GOALS - APAC
Insert high-level quarterly revenue goals & List main dependencies
ORG STRUCTURE - APAC
Insert high-level Org structure as planned for 2015
KPI’s - APAC
Insert high-level KPI summary for your business unit
Key Dependencies - APAC
1. Time to Fill
o
o
o
APAC Hiring Dead Zone Mid Nov - March also known as the CNY effect
Talent HC added ASAP to clear Q4 backlog
HC Approval by end October (sooner for some key roles)
2. Sales & EDR Training
o
Need approval to hire dedicated Sales Trainer ASAP #hard-to-find
3. SalesOp / BI
o
Improve utilization & productivity of sales org through detailed reporting & analysis
4. Local Marketing
o
o
Driving Marketing ROI from HQ
2 way knowledge bridge “HQ to Region & Region to HQ”
5. Space to Grow & Build Culture
NEW INITIATIVES - APAC
Q4 2015
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
NA Enterprise
Planning Sheet
DARREN SUOMI
VISION - NA Enterprise
The most widely adopted social media
enterprise software solution in NA
GOALS - NA Enterprise
● 100% increase in Enterprise ARR
● Seed, Harvest, Lock - Increase Upsell
Revenue 200% YOY
● Exit 2015 with 2000 Active clients
● 225 new SME clients
STRATEGIES Summary - NA Enterprise
● Expand vertical focus in Corp
● New focus in lower SME segment (sub 100M)
● Leverage & replicate success in FINSERV to:
○ Insurance > Wealth Management, Retail Banking
● Expand US/Canada Gov’t Business coverage
● Expand Tech B2B Customer Base
● Double up the Strategic sales team to allow focus
REVENUE GOALS - NA Enterprise
ORG STRUCTURE - NA Enterprise
KPI’s - Enterprise (NA)
●
Acquisition KPIs
○
○
○
○
○
●
●
○ New ARR
○ Upsell ARR
ARPA for new Clients
ARPA across Install Base
Bookings by Product
Average Deal Size
# of Net New Customers
Total # of Customers
New Pipeline created
●
Conversion
○ MQL / SQL / Opp
○ Opp to Close
●
Other
Retention
○
○
○
# Churned Customers
% churn as revenue
Net Promoter Score
APRA/ARR KPIs
○
○
Employee NPS
Employee turnover
NEW INITIATIVES - NA Enterprise
●
●
●
●
●
Add focus on 5 additional Corp verticals
Create new tier of AEs focused on <$100M accounts
Focused Canadian Gov’t AE in Ottawa
Tech B2B Social Selling Offering
Inside sales reps to support Strat AEs (1-2 Ratio)
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Key Dependencies
●
●
●
●
Clean data
Support on building territories
Recruiting
Product enhancements: customer service, content
library, automation, limited-use seats, etc.
LATAM Enterprise
Planning Sheet
DARREN SUOMI
VISION - LATAM Enterprise
The most widely adopted social media
enterprise software solution in LATAM
GOALS - LATAM Enterprise
● Launch office in Brazil
● Grow revenue by 100+%
● Recruit 5-10 key Partners in Region
STRATEGIES Summary - LATAM Enterprise
● Dedicated resources in region with office
(Brazil)
● Sales resource in region (Mexico)
● Deploy Partners in Key Markets
REVENUE GOALS - LATAM Enterprise
ORG STRUCTURE - LATAM Enterprise
KPI’s - Enterprise (LATAM)
●
Acquisition KPIs
○
○
○
○
○
●
●
○ New ARR
○ Upsell ARR
ARPA for new Clients
ARPA across Install Base
Bookings by Product
Average Deal Size
# of Net New Customers
Total # of Customers
New Pipeline created
●
Conversion
○ MQL / SQL / Opp
○ Opp to Close
●
Other
Retention
○
○
○
# Churned Customers
% churn as revenue
Net Promoter Score
APRA/ARR KPIs
○
○
Employee NPS
Employee turnover
NEW INITIATIVES - LATAM Enterprise
● Launch Office
● Partner Recruitment
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Global Enterprise
Planning Sheet
DARREN SUOMI
VISION - Enterprise (Global)
The most widely adopted social media
enterprise software solution Globally
GOALS - Enterprise (Global)
●
●
●
●
●
Grow Enterprise Revenues 90% YOY
Grow Upsell Revenue by 200% YOY
Exit 2015 with 4,000 Active Ent clients
Close first 8 figure deal
90% renewal rate with Tier 1-3 clients
STRATEGIES Summary - Enterprise (Global)
●
●
●
●
●
●
Vertical focused selling
Deploy Upsell program to top 300 clients
Launch LATAM Office
Regional Field marketing resources
Expand Partner Network to implement
Operational Excellence (Account/Opp Plan)
STRATEGIES Summary - BD Enterprise
● Continue to train and educate our team on the value of the ecosystem and
how to position it.
● Develop co-marketing strategies with partners to drive revenue.
● Leverage our partners to increase reach globally (partners, resellers, SIs)
● Integrate with Partners to increase capabilities and reach.
● Develop a set of APIs that enable the platform to become extensible.
● Continue development and expansion of existing implementations.
REVENUE GOALS - Enterprise (Global)
ORG STRUCTURE - Enterprise (Global)
KPI’s - Enterprise (Global)
●
Acquisition KPIs
○
○
○
○
○
●
●
○ New ARR
○ Upsell ARR
ARPA for new Clients
ARPA across Install Base
Bookings by Product
Average Deal Size
# of Net New Customers
Total # of Customers
New Pipeline created
●
Conversion
○ MQL / SQL / Opp
○ Opp to Close
●
Other
Retention
○
○
○
# Churned Customers
% churn as revenue
Net Promoter Score
APRA/ARR KPIs
○
○
Employee NPS
Employee turnover
NEW INITIATIVES - Enterprise (Global)
● Inside Sales with Strategic Accounts
● Expansion Offices (LATAM, Dach, France)
● Leveraging Channel more
Key Dependencies
● Ability to hire and train new staff in timely manner
● Data Access
○ Insight into customer usage
● Product enhancements: customer service, content
library, automation, limited-use seats, etc. API’s
● Key role hiring (GM’s, Field Marketing)
Hootsuite Analytics
Planning Sheet
MARK PASCARELLA
VISION - HS Analytics - 3E BBD
Empower the entire enterprise to make
better business decisions using social
insights.
GOALS - HS Analytics
●
●
●
●
●
Grow Analytics Revenue +90% to $10.5M
Grow Direct Revenue + 40% to $3.5M
Grow Direct MRR +92% to $377 / $4.5ARR
Expand Avg. New Deal Size +50% to $20K
75% renewal rate with current customers
STRATEGIES Summary - HS Analytics
● We become a single brand, fast.
○ Simplicity.
○ Speed, Clarity, Ease of Use.
● Fire up and trickle down. We power Enterprise to win w
Analytics in every deal and every renewal.
● We grow 1st in North America.
REVENUE GOALS - HS Analytics
Direct New:
Q1
2015
Q2
$357
$750
$500
Direct Renewals:
Q1
Q2
2015
$357
$219
$143
ENT Attributed:
Q1
Q2
$900
$281
Q3
Q4
$2.5M
+260% Y/Y
Q3
Q4
$1M
Q3
Total
Total
-36% Y/Y
Q4
Total
ORG STRUCTURE - HS Analytics
KPI’s - HS Analytics
● New Customer Acquisition
○ 125 new customers
○ AOV $20K
● 30% ENT attach rate
● 5% ENT “Renew w uberVU”
● 2 six-figure deals
● 2 new “Info” deals
● $377 MRR
NEW INITIATIVES - HS Analytics
● Affinity Index
● We sell subscriptions to insights &
information. We sell Boards & Reports.
● Renew with uberVU
● Vertical alignment
Marketing
Planning Sheet
DeeAnna McPherson
VISION - Marketing
Position Hootsuite to be the category
and thought leaders in our markets
GOALS - Marketing
● Drive qualified leads through the pipeline
● Raise awareness and credibility of
Hootsuite in the markets we serve
● Build customer advocacy
● Operate effectively as a global team
● Increase free users by XX%
STRATEGIES Summary - Marketing
● Deepen customer relationships and put customers at
the center of marketing efforts
● Leverage data + the freemium pipeline to drive revenue
● Empower the sales organization for efficient outbound
marketing and account expansion
● Shift resources into the regions
NEW INITIATIVES - Marketing
● LatAm marketing
● User conference in early 2016 with planning
and expenses in 2015
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Customer Success
Planning Sheet
ROGER ORDE
VISION - Customer Success
Be our customers trusted advisors as
we revolutionize communications via
Social
GOALS - Customer Success
● Lead customers to a social strategy that
ensures they meet or exceed their Social
Enterprise goals … Launch, Success,
Education/training
● Automation to increase user adoption,
retention, control
● Increase client TLV
● Become the ‘trusted advisor’ to our clients
STRATEGIES Summary - Customer Success
● 2015 is about getting the fundamentals right
- standardize and gain operational efficiency
globally - automate, best practices,
methodology
● Segment and prioritize client base (global)
● Go deep with clients - on-sites, training
● Educate - Training Packages
● ProServ - Services Packages
REVENUE GOALS - Customer Success
Customer Success:
Q1
Q2
Total 2015
$5M
$5.1M
Professional Services:
Q1
Q2
Total 2015
$952k $1.5M $1.5M
Q3
$5M
Q4
$11M
Q3
$1.9M
$26.8M
Q4
$5.7M (Allocated)
Training:
Q1
Q2
Q3
Q4
Total 2015
Insert high-level quarterly revenue goals & List main dependencies
$42k
$50k
$61k
$72k
$225k (Average 20% QTQ Growth)
ORG STRUCTURE - Customer Success
KPI’s - Customer Success
Acquisition: Add reference clients in all tiers
Conversion: Trial conversion increase + agency
and partner program conversions
Retention: Customer churn reduction - all tiers
ARPA - Renewal Rates, Education / training, Upsell
#’s
Insert high-level KPI summary for your business unit
KPI’s - Customer Success
Other: QBR’s (Tiers 2,3,4) - Client visits (tiers 2 and
3), QBR/Client visits (CSE’s and tier 1)
Insert high-level KPI summary for your business unit
NEW INITIATIVES - Customer Success
● Automation tools - Gainsight, BI, Tableau
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Partners
Planning Sheet
KEVIN O’BRIEN
VISION - Partners
Empower Social Business
Transformation Globally
GOALS - Partners
●
●
●
●
●
150% ARR Growth with Partners
Activate 300 New Partners into Program Globally
Achieve $1MM Partner (ARR)
Sign Agency Holding Company Partnership
Launch Certified Partner Services Program/Directory
STRATEGIES Summary - Partners
● Continued Top down/Bottoms Up Gapp Progam
● Empowered global solution partner channel to deliver
regional onboarding and training (EMEA, APAC)
● Boutique Agency as a Channel for Social Business
● Accelerate Online Revenue with ISV Partners via Bundle
programs.
● Programmatize/ Scale for Reseller Networks (IBM, MSFT,
WSI)
STRATEGIES Summary - Hootsuite Platform
● Strategies - Hootsuite Platform
REVENUE GOALS - Partners
Projected DIRECT
Bookings By Quarter
Q1
Q2
Q3
Q4
Totals
Boutique Agency NA
$240,000
$240,000
$240,000
$240,000
$960,000
Booked $ARR --- $10,000/pm
Boutique Agency EMEA
$38,000
$132,000
$132,000
$132,000
$434,000
$9,600k /pm
Boutique Agency APAC
$38,000
$132,000
$132,000
$132,000
$434,000
$9,600k /pm
$0
$0
$0
$0
$0
Pro Serv Revenue (All
Regions)
$36,000
$48,000
$48,000
$48,000
$180,000
DIRECT Revenue
$352,000
$552,000
$552,000
$552,000
$2,008,000
Projected DIRECT MRR
$26,333
$42,000
$42,000
$42,000
$42,000
Projected ATTRIBUTED
Bookings By Quarter
Q1
Q2
Q3
Q4
Totals
Enterprise New/Upsell
$675,500
$785,000
$890,000
$1,000,000
$3,350,500
Enterprise Renewals
$530,000
$613,000
$710,000
$822,000
$2,675,000
Online
$40,000
$40,000
$40,000
$40,000
$160,000
Affiliate
$150,000
$150,000
$150,000
$150,000
$600,000
Boutique Agency
LATAM
Insert high-level quarterly revenue goals & List main dependencies
Comments
4 agencies / pm / month
MRR at end of quarter
Comments
ORG STRUCTURE - Partners
KPI’s - Partners
Acquisition
Conversion
Productivity
Pro/Boutique Leads
900
GAPP Leads
100
Solution Partner Leads
100
Pro/Boutique Partners Launched
250
GAPP Partners Launched
40
Solution Partners/Resellers Launched
60
Agency Seats
3,000
GAPP Opps
100
Solution Partner Opps
100
Boutique ARR
Sol Partner ARR
Insert high-level KPI summary for your business unit
NEW INITIATIVES - Partners
● Geographic Reseller Programs EMEA/APAC
● LATAM - Partner Coverage
● ISV Bundles - Dependent on billing system
support 1:many
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Support
Planning Sheet
KIRSTY TRAILL
VISION - Support
Through positivity, empowerment and
ownership, we connect with our
customers to build awesome
experiences. #WeWow
GOALS - Support
●
●
●
●
●
NPS = 50
CSAT > 92%
First Response time <1 hour
#BSU on chat (>50% of mix)
70% FCRR (one touch tickets)
STRATEGIES Summary - Support
● Re-launch NPS with closed loop reporting
● Develop and launch segmented customer support
by plan type
● Scale cost effectively
● Drive customer engagement
● Become a top tier player in social customer support
ORG STRUCTURE - Support
KPI’s - Support
●
●
●
●
●
●
●
●
●
Deliver NPS >50
CSAT >92%
First Response Time < 1 hour
First Resolution Rate (% One touch tickets)
Ticket touches to resolution
Contact Rate
Refund Rate
Contact channel mix (email vs. chat)
Cost per contact
NEW INITIATIVES - Support
●
●
●
●
●
●
●
#BSU on chat
Alternate location strategy
Tiered support by plan type
Advocate specialization
Gamification for Advocates
Training repository
Closed loop NPS and NPS task force
Community
JEANETTE GIBSON
VISION - Community
Build lasting relationships with our
communities around the world and
inspire future Hootsuite fans and users
GOALS - Community
● Make our brand personal and accessible to
increase engagement
● Open markets and grow our free user base
● Increase engagement with Ambassadors
● Gain the support of influencers
● Strengthen relationships with Enterprise
customers
STRATEGIES Summary - Community
● Connect our community online and offline through unique,
grassroots experiences that nurture long-term relationships
● Be master storytellers to increase thought leadership
● Create action-based campaigns that surprise and delight
#sexybrand
● Scale our Hootup and Ambassador programs to support regional
business goals
● Provide a rich community experience for HSE customers
● Build a robust influencer network
● Serve as HS brand champions and infuse our culture in all we do
#hootsuitelife
ORG STRUCTURE - Community
Jeanette Gibson
VP, Community &
Customer Experience
Justine Velcich
Mgr, Events/Ops
Elaiza Datar
Marianne B.
Jenny Huynh Tot
Diana Luong
TBH
Dir, NA Online
Community
Elizabeth
Houston, Dir, NA
Enterprise
Community
Dan Spicer
Mgr, EMEA
Community
TBH
Mgr, APAC
Community
Connor Meakin
David Kyle
Lotta Ygartua
Stephanie W.
Ileana Rossello
Tom D.
Paul Sackman
Crystal Jiang
TBH: Community
Coordinator
TBH: Community
Coordinator
TBH: Community
Coordinator, FR
TBH: Community
Coordinator
PT Contractor:
1 Ambassador
(Philippines)
TBH
Mgr, LATAM
Community
Marina Tostes
(currently on
leave)
PT Contractors:
2 Ambassadors
(Brazil, Puerto Rico)
KPI’s - Community
●
●
●
●
●
●
●
●
●
●
Increase social reach by 50% (# followers to HS handles, FB, etc.)
Social engagement (shares, likes, RT, comments)
Competitive SOV by region
# Enterprise Community participants and forum engagement
Ambassadors: # per region, social reach, participation in challenges
Influencers: # per region, social reach, positive sentiment, shares
Conversation volume: # mentions, # mentions per campaign
HootUps: 5 new cities/qtr, # attendees, CSAT, coupon redemption
Brand sentiment (for influencers, ambassadors, general)
Alignment with Online and Enterprise strategy
NEW INITIATIVES - Community
● #Sexybrand campaign activation
● Top user engagement plan
● SMB-specific HootUps to test/learn paid workshop
opportunity
● Ambassador Summit (test mini summit at SXSW)
● Social Media Unconference
● eStore for #Hootswag
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Campaigns
GREG GUNN
VISION - Campaigns [Draft]
Connect Social Engagement
to Business Objectives
GOALS - Campaigns
● Achieve $5M in direct & indirect Enterprise Sales
● Launch and optimize Freemium Campaigns
● Develop unified experience for Hootsuite users
STRATEGIES Summary - Campaigns
Vision: Connect Social Engagement to Business Objectives.
Build & launch
Free Tool
Build & Launch
Pro Tool
Grow Enterprise
Business
REVENUE GOALS - Campaigns
Revenue
Direct Enterprise Sales
Revenue
Attributed Enterprise
Sales Revenue
Online Revenue
Total
Q1
Q2
Q3
Q4
2015 Total
$250,000
$430,000
$620,000
$740,000
$2.04M
$320,000
$560,000
$855,000
$1,060,000
$2.80M
$0
$105,000
$560,000
$1,296,000
$1.96M
$570,000
$1,095,000
$2,035,000
$3,096,000
$6.80M
Dependencies:
● Hires: Enterprise Sales Team, Marketing Manager,
● Engineering Support (headcount)
● Freemium online revenue team
ORG STRUCTURE - Campaigns
Greg Gunn
VP
New Product
Growth
TBD,
Sales Director
Account
Executive Team
Stefan K, GTM
Enterprise Sales
Michelle Reid,
EDR Manager
TBD
Senior Product
Marketer, Online
Revenue
Senior Digital
Marketer, Online
Revenue
Simon Stanlake
VP
Tech
Director of
Product,
Rich Hungerford
Senior Product
Designer
Alanna Fiedler,
Customer
Success Manager
Chris, McGuire
Senior
Engineering
Manager
Enterprise
Engineering Team
KEY
TBD
Senior Product
Marketer,
Enterprise
Freemium
Engineering Team
Current
Employee
Open
Headcount
KPI’s - Campaigns
Free
Pro
Enterprise
Metric
Unit
Q1
Q2
Q3
Q4
Free Users
# of Users
22K
49K
98K
160K
Trial Users
# of Users
0
910
1.8K
2.2K
Q1
Q2
Q3
Q4
Metric
Unit
Pro Users
# of Users
0
1.5K
5.1K
10.6K
Pro Revenue
$ of Realized Revenue
$0
$105K
$560K
$1.3M
Metric
Unit
Q1
Q2
Q3
Q4
New Clients
Net New Clients (combined)
28
48
71
87
Enterprise Revenue
$ of Realized Revenue (combined)
$570k
$1M
$1.45M
$1.8M
NEW INITIATIVES - Campaigns
● Test Bundling to increase enterprise deal size ○ Explore an ‘e-commerce’ feature set to bundle onto
Enterprise Campaigns
○ New integrations (i.e. data marketing automation
software)
Advertising
GREG GUNN
VISION - Advertising [Draft]
Option 1 - Make paid social more accessible to
SMBs & SMMs
VISION - Advertising [Draft]
Option 2 - Decentralize Paid Social Media
VISION - Advertising [Draft]
Option 3 - Demystify Paid Social
GOALS - Advertising
● Acquire 45k repeat users driving $14M in Ad Spend
● Allow clients to launch & manage Facebook and Twitter
Ads for free
● Deepen relationships with API partners at Facebook and
Twitter
STRATEGIES Summary - Advertising
Vision: Make paid social more accessible to SMMs [draft]
Launch a
Free Ads
Management
Tool
Test and launch a
paid Pro-Level Ads
Tool
Explore
Enterprise
Strategy
REVENUE GOALS - tbd
Revenue goals will be determined in Q1, 2015
once we have a strong user base and better
understanding of our clients business needs.
Insert high-level quarterly revenue goals & List main dependencies
ORG STRUCTURE - Advertising
Greg Gunn
VP
New Product
Growth
Simon Stanlake
VP Tech
TBD,
Product Manager
Phil G,
Senior
Engineering
Manager
Engineering team
KEY
QA Engineer
Current
Employee
Open
Headcount
KPI’s - Advertising
For Ad Purchases via Hootsuite
Active Users
Purchasing Ads
Average Annual
Ad Spend / User
Total Annual
Ad Spend
Facebook
45K
$211
$9.47M
Twitter
23K
$211
$4.74M
Total
67K
$211
$14.21M
Enterprise Education
Products
GREG GUNN
VISION - Education
Accelerate the social organization
via education
GOALS - Education
● Incubate and grow education products to $3M Total
Revenue
● Scale through transition -OR- establish independent
business group
● Scope and launch new products (1-3 annually)
STRATEGIES Summary - Education
Direct Online
●
●
●
Create awareness, recognition ●
& credibility
Educate on value & benefits
Drive revenue through
optimized website, with low●
touch sales rep
●
Enterprise Attributed
Provide ongoing sales
enablement w/ focused
training to new
Regions/Sales Reps
Help identify bulk purchases
Drive revenue by attaching
to 15% of Net New HSE wins
PREMIUM
CERTIFICATIONS
Outbound Bulk Purchases
●
●
●
Ensure alignment to target
audience (w/ global footprint)
Activate & sustain through
co-marketing / co-training
Drive Revenue through
discounting on high volume
CUSTOM EDUCATION
STRATEGIES Summary - Education
Key Funnel Metrics
Direct + Ent. Att
●
Provide consistent sales outreach and active
enablement during discovery
●
Drive revenue by attaching to tbd% to Net New HSE
wins
●
●
Deliver outstanding customer/product experience
Earn visibility across executives
●
●
Inbound + Outbound to
1,200 businesses
Discover to SAL at 15%
●
Convert to SQL at 20% (on
direct channel)
●
●
Close WIN at 20%
90% renewal + expand
Education Revenue goals = $3.047M
ASMS
Direct Online
ASMS
Ent. Att.
ASMS
Bulk Outbound
Custom Edu
Ent. Att.
Custom Edu
Direct
Q1
$94K
$107K
$20K
$180K
$120K
$521K
Q2
$112K
$131K
$31K
$225K
$150K
$649K
Q3
$135K
$160K
$50K
$315K
$180K
$840K
Q4
$162K
$195K
$80
$360K
$240K
$1.037M
Totals
$503K
$593K
$181K
$1.08M
$690K
$3.047M
2015 ASMS Rev = $1.277M
2015 C.E. Rev = $1.770M
ORG STRUCTURE - for biz case review
VP
New Product
Growth
Education
Michael Blondé,
New Product
Growth,Ent Edu
Stefan
Person
Premium Cert’s
Sales Mgr
tbd,
Prod. Marketing
Manager. New
Product Growth,
Ent Edu
ASMS Sales Rep
/ Course Advisor
tbd,
Marketing Coord..
New Product
Growth, Ent Edu
tbd,
Program
Manager, Custom
Education
KEY
tbd, AE Custom
Education
tbd, EDR, Custom
Education
Current
Employee
Requested
Headcount
KPI’s - Education
Prem.
Certs
Custom
Education
Metric
Unit
Q1
Q2
Q3
Q4
Fortune 1,000 Exposure
Sell into 20 new in 2015
5
5
5
5
Global Footprint
Sell into 10 new countries in 2015
2
2
3
3
Q1
Q2
Q3
Q4
Metric
Unit
Executive Visibility
New relationships built with 10 in 2015
2
2
3
3
Average Seat Size
250+
tbd
tbd
tbd
tbd
NEW INITIATIVES - Education
● Assess, scope and then build 1 new Premium Certification
● Globalize Content + Language for ASMS
● Light-weight Custom Education version
HSU
GREG GUNN
VISION - HSU
Be the go-to destination for best-in-class social
media education
GOALS - HSU
● 8,500 Currently Enrolled Students
● $1.7M Total ; $177K MRR
● 50 NPS
STRATEGIES Summary - HSU
Vision: Be the global go-to-destination for online social media education
Build & expand
acquisition
programs
Enhance
educational
experience to
decrease churn
Expand
certification
program to
increase ARPU
International
expansion to
increase global
reach
REVENUE GOALS - HSU Revenue
Revenue
HSU Online Revenue
Enterprise Attr.
Q1
Q2
Q3
Q4
2015 Total
$372K
$403K
$449K
$508K
$1,732,645
TBD
$1,732,645
Dependencies:
● Q1 Hires: Digital Growth Strategist
● Dedicated Engineering Support (headcount)
● Dedicated OR Support (Acquisition, conversion headcount)
HSU Org Breakdown - 2015 - 6 New Hires
VP, Online Revenue
Director, HSU
Existing - 9
Higher Ed
Manager
Digital Growth
Strategist
Content Lead
Higher Ed Coodinator
Online Growth
Coordinator
Courseware
Producer
Regional LeadEMEA
Copywriter
Regional Lead APAC
Video Editor
Regional Lead LATAM
Video Editor
Q1 - 2
Q2 - 2
Q3 - 1
Q4 - 1
Prod. mktg
Manager
Business
Analyst
TBD Strategic Initiative - Q2
Product
Manager
KPI’s - tbd
Free
Lever
Metric
Q1
Q2
Q3
Q4
ACQ
HSUF:HSF
TBD
TBD
TBD
TBD
CONV
HSUFT:HSUPa
TBD
TBD
TBD
TBD
RET
Churn (Free)
TBD
TBD
TBD
TBD
Metric
Q1
Q2
Q3
Q4
HSUT:HST
TBD
TBD
TBD
TBD
HSUP:HSP
TBD
TBD
TBD
TBD
CONV
HSUPrT:HSUPrPa
TBD
TBD
TBD
TBD
RET
Churn (Free)
TBD
TBD
TBD
TBD
Pro
Lever
ACQ
NEW INITIATIVES - HSU
● Launch student loyalty program under student loyalty strategist to
decrease churn
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
Alliances
Greg Gunn
VISION - Alliances
Build & grow strategic relationships that drive
a sustainable competitive advantage.
GOALS - Alliances
Maintain required levels of elevated access & engineering support
for our core product
Secure access & engineering support for APIs that enable new
features + products.
Develop co-marketing initiatives to drive new business & deepen
our partnerships
STRATEGIES Summary - Advertising
Build & grow strategic relationships that drive
a sustainable competitive advantage.
Scale product
alignment
programs
Scale comarketing
programs
Scale partner
education
programs
International
expansion to
build global
relationships
ORG STRUCTURE - Alliances
Greg Gunn >
tbd
VP
Strategic
Director
Global Alliances
Alanna Kostiw
Manager Global
Alliances
Partner
Manager
NA
Partner
Manager
EMEA
Partner
Manager
APAC
tbd,
Product Support
Associate
tbd,
Alliance
Education
Associate
Current Employee
Open Headcount
Requested Headcount
KPI’s - update in progress
Alliances Interfaced With
• # of Alliance Companies
• # of Teams Within Alliances
Internal Teams Interfaced With
• # of Product Marketing Managers
• # of Product Managers
# of API Issues Resolved & New Features Requested
• Ticket volume reduction
• # of New Feature Requests Handled; # Implemented
Partner Referrals
• # of MQLs, SALs, SQLs, Pipeline (opps), Revenue (closed won opps)
Performance of Alliance-Influenced Marketing
• Enterprise -- # of MQLs, SALs, SQLs, Pipeline (opps), Revenue (closed won opps) attr. to Alliance-Influence Marketing
• Free / Pro -- # of new users, trials & conversions attr. to Alliance-Influence Marketing
• Content -- # of page views & downloads attr. to Alliance-Influence Marketing
NEW INITIATIVES - Alliances
1. Scale Alliance team internationally to deepen global relationship
development
1. Identify & share joint success metrics with Alliances
1. Identify & grow relationships with non-native networks (ex. regional
+ emerging)
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
OR BD
Greg Gunn
VISION - OR BD
Grow partner ecosystem to drive
customer value, global awareness,
and distribution
Mission, Goals, Programs
Mission
Goals
Core
Programs
To drive value for HS Pro via strategic partnerships
1. Best in Breed SMB Social Relationship Platform
2. Increase reach and visibility of HS Pro in New Markets
3. Push local engagement through Private/Public Partnerships
4. Identify and develop distribution channels
Technology
Partner Program
Attributable Revenue /
Reach
Strategic
Partnerships
Public / Gov
Partnerships
Distribution
Market Value/Reach
Awareness
Acquisition
GOALS - OR BD
Develop the Best in Breed SMB and Mobile SRP ecosystem
Increase reach and visibility of HS Pro in New Markets
Push local engagement through Private/Public Partnerships
Identify and develop distribution channels
STRATEGIES SUMMARY - OR
Technology
Partner Program
New Apps and Mobile
Extensions
Strategic
Partnerships
Executive Alignment
Public / Gov
Partnerships
Federal relationship
development
Mobile App Store
Promotions
Local Engagement
(Municipal/Regional)
Strategic Partner CoMarketing
Professional Association
Relationships
Mobile Carrier Channel
Development
Live / Virtual Events
SMB Website Builders
Co-Marketing
New App GTMs
New Social Networks
Ongoing Ecosystem
Marketing
International Reach
Mobile: OEMs, MNOs,
OS Providers
Distribution
Triangulation with
Ambassadors for events
ORG STRUCTURE - OR BD
Director Pro BD
Director Mobile BD
Partner Management
Data
Partner Marketing
BD Manager
Technology Partnerships
OR BD Analyst
(Shared between Mobile + Pro)
(tbd)
BD Manager
Public/Trade Orgs Partners
(Q2 2015)
Current BD Resource
Requested Resource
ORG STRUCTURE - OR BD
Director Pro BD
Director Mobile BD
Partner Management
Data
Partner Marketing
BD Manager
Technology Partnerships
OR BD Analyst
(Shared between Mobile + Pro)
(tbd)
BD Manager
Public/Trade Orgs Partners
(Q2 2015)
Current BD Resource
Requested Resource
KPI’s - HS Pro BD
Partner External Reach
(Demand Creation)
Partner Social Following / Amplification
Partner Email Recipients
Partner Webinar Attendees
Partner Live Event Registration / Attendance
Partner Blog Views and Content
Technology Partners
Attribution
Acquisition
New App Directory Apps
App Directory App Installs
App Directory App Usage
Pro App Attributable Revenue
Loyalty Program Churn Reduction*
Government Partners
Vertical Assoc Partners
Expert Ecosystem*
Pro Coupons Claimed
Bundles Claimed
User Acquisition via External APIs*
*Programs TBD
KPI’s - HS Mobile
Awareness
Activity &
Engagement
Revenue
# of in-App Store promotions
# of Days as featured application
App Downloads
New User Sign Ups
Daily Active Users
Monthly Active Users
Distribution Channel Success
In App Purchases
Pro Upgrades
KPI GOALS - OR
KPI
Q1
Q2
Q3
Q4
2015
New App Directory
Partners
3
3
3
3
12
App Directory Case
Studies
1
1
2
2
6
Tier 1 & 2 AD
Installs
50K
75K
100K
125K
250K
Apps Attributable
Revenue
$556K
$613K
$675K
$729K
$2.75M
Email Reach
500K
750K
1.5M
2M
4.75M
Partner Aggregate
Social Reach
500K
750K
1M
1M
3.2M
Live Events (or LE
Attendees)
4
10
20
40
80
KPI GOALS - OR
KPI
Q1
Q2
Q3
Q4
2015
Mobile Application
Downloads
660k
660k
660k
660k
2.64mm
Mobile Attributable
Revenue
$605k
$670k
$734k
$800k
$2,800,000
NEW INITIATIVES - will be leaned out
New Initiative
Dependencies
Comments
1.
App Performance Attribution Analysis
Data availability from Data team
If we know which Apps are performing w/
Attributable rev we can go long on marketing
those
2.
Expert Ecosystem
Program Testing
Analysis
Internal Alignment
Somewhere in between HSU Certification and
Agencies -- how do we provide services for
SMBs? Surface these in Pro buying lifecycle,
discoverable on web , etc. Local search, etc.
3.
Small Biz Web Experience
Resources
SMB Strategy
Webpage for Small Business Resources
Mostly a marketing effort, but plug in
partners/experts/events
4.
Live events
Testing/Anlaysis
Ambassador Program
Local presence
Leverage Ambassadors / local small biz
relationships to drive events
5.
External APIs
API Development
Engagement / Data APIs for third party tools
Unclear when these will be delivered. Scale
then.
6.
Loyalty Program
Coupon Inventory (Partners)
Risk Analysis (worth the hassle/risk?)
Reduce churn by giving our Pro customers
perks from partners.
NEW INITIATIVES - Mobile BD
New Initiative
Dependencies
Comments
1.
Publish APIs
API Development
Allow users to post to Hootsuite from 3rd party
mobile applications
2.
In-App Purchase Analysis
Data availability & Product team input
We need to understand why so few mobile
users upgrade to Pro via in-app purchase
3.
Mobile User Base usage analysis
Product & Marketing team availability
We need to understand why people use our
apps and whether they are consumers or Pro
customers
Revenue Operations
Planning Sheet
JULIAN HANNABUSS
VISION - Revenue Ops
The framework for sustained
GoToMarket success
GOALS - Revenue Ops
● Revenue Team has the skills to deliver on
our NSP and hit Revenue Goals
● GTM Leaders have the reporting, analytics
and KPI’s to drive their business units
● Instill best practices to deliver long-term
sales success and customer satisfaction
● Processes needed for sustained success
are supported via our systems and tools
STRATEGIES Summary - Revenue Ops
● A Sales Training Team to onboard new employees and run
skills development programs
● An Analyst Team to deliver reports, analysis and strategic
guidance to GTM leaders
● A Systems Team to build, operate and extend our
sales/customer - related systems & tools
● An Operations Team to ensure we establish and follow
good business practices
● A Global Team; extend Training, Operations, Reporting /
Analysis into EMEA & APAC
ORG STRUCTURE - Revenue Ops
NEW INITIATIVES - Revenue Ops
● Support for LATAM training, operations and
reporting/analysis
● Extend on-boarding & training into wider
GTM roles (ProServ, Support, Partner
Enablement, Community, Marketing)
● Comp Plan & Commissions ownership ?
Insert list of potential new initiatives OUTSIDE your business-as-usual plan
WAKE UP, WE’VE FINISHED !