As early stage investors, there are two key areas where we try and help our companies. The first is determining the right go-to-market strategy. The second is aligning sales and marketing such that the combination of a great product and killer marketing results in greatness. The task of picking the right set of technologies, strategies and tactics presents an interesting, though daunting, challenge to sales and marketing executives looking to find that inflection point in growth. Not surprisingly, sales and marketing focused SaaS, in particular, has been a core focus area for us for investment, as we saw the CMO IT budget increase dramatically in proportion to the CIO over the last few years.
During this period we’ve been honored to partner with many companies that enable the next-generation marketing funnel with compelling technology and product, and with teams who are uniquely positioned to capitalize on these trends. With that in mind, we recently hosted a Sales and Marketing focused portfolio event (#trinitysmarketing) where we invited CMOs and CROs within the Trinity family to view a targeted set of presentations from the marketing/sales focused companies in our portfolio. This was a great opportunity to freely discuss and exchange ideas with their peers, and learn from the best in the business.
Patrick Moran, CMO of New Relic and a close friend, kicked the event off with his view on how New Relic approached marketing strategies and tactics from the very early days after inception to where it is today. Having grown the marketing team from 2 to 36, Patrick had a unique and differentiated perspective on what it takes to win in an emerging market and how marketing can drive growth.
Marketing Automation and Customer Success
Patrick’s presentation was followed by Act-On Software (Raghu Raghavan), Preact (Chris Gooley) and Dynamic Signal (Russ Fradin), who showed how products from their respective companies help with marketing automation and customer success. The core premise of this set of companis is that technology can nurture prospects through lead nurturing and automated and integrated campaigns (mid-funnel) to convert them to customers. Those customers would be further segmented and classified based on various triggers/events and data science to increase lifetime value and reduce churn. Finally the funnel could get turbo charged when employee advocacy is harnessed to provide the feedback loop back to the top of the funnel.
Sales/Marketing Analytics and Business Intelligence
Next in the program were RJMetrics (Robert Moore), Simply Measured (Adam Schoenfeld) and Hoopla (Mike Smalls). This group of companies specialized in sales and marketing analytics and discussed how to leverage operational data, social media marketing, CRM and reports created through various marketing channels to provide actionable insights for sales and marketing leaders and improve performance of teams.
On behalf of Trinity Ventures, we’d like to thank all the presenting and attending companies for their time and hope to host many more events like these in the future. It’s a privilege for us at Trinity to partner with all of you and we feel inspired by your success.
Click here to see select videos of the presentations.