The step by step guide to Putting Purpose into Practice realizing a 10x higher Customer Lifetime Value and fueling a movement

There is a disconnect between purpose(-brand storytelling), Go-To-Market with products/offering, and campaign approaches, and this affects people who matter inside and outside organisations.

Ninety-five percent of chief marketing officers (CMOs) believe their companies should take the lead in finding solutions to key societal and cultural issues connected to their purpose, according to a survey by Gartner, Inc.

How does the brand need to evolve to reflect the growing expectations of customers and societal issues? And how do we bring the purpose into practice?

In 2019, I crossed a major milestone with my commercial (sales & marketing) team in my leadership journey.

We reached a 10x higher Customer Lifetime Value (CLV) by interlocking Purpose, GTM and campaign.

At the start of 2021, I crossed another major milestone where we defined 2 topics to claim in the market. Transforming the game from:

“Defined purpose to show the impact you would like to make”

to

“Purpose fueling a movement to bring it into practice”.

1 for a client of the business IF Associates I have co-founded end of 2020, and 1 for our own business.

It's been quite a ride, and the lessons have been aplenty.

Here is the process to implement this as part of playing the new game of

“Growth through togetherness”.

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Step 1: Have a deep understanding of your target groups

Attracting, keeping, and retaining the right buyers, talent and investors is what drives businesses through the different phases of growth. A deep understanding of these target groups is critical, what they really care about in relation to social issues and causes. It is critical to understand your Ideal Customer Profile for example.

Example: The target groups deeply care about carbon neutral in their personal and business life.

Is what the target group deeply cares about something that your brand is fighting against?

If so, then let’s go to step 2.

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Step 2: Define your topic, invite your customers to join you in a movement

Claiming a topic in the market based on your purpose and inviting your customers to join you in this movement is what makes your brand memorable.

An example here: The topic we have defined with a client of ours:

“Making IT carbon free”

Start become active in the communities your target buyers are in… Start with launching a podcast series on your topic and invite your target audience to this as a speaker. This is how you can easily start.

The topic we are claiming in the market as IF Associates: "Serving your market as a King or Queen".

Take a look at our podcast on these channels

Listen on Spotify

Watch on YouTube

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Step 3: Connect your topic to your product / offering now and in the future

When you Go-To-Market with your offering – with your topic/purpose to claim as an umbrella – your DNA-ICP will be your priority segment. I wrote an article on an account based approach with ICP:

5 lessons learned in realizing an 80%-win rate and 5x higher ARR with an Account-centric Approach.

Click here: https://www.dhirubhai.net/pulse/5-lessons-learned-realizing-80-win-rate-5x-higher-arr-jeroen-hendriks/

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Invite your people to join you in a movement. Yes your Ideal buyers, a great opportunity to invite them as a speaker in your podcast, connected to the challenges and needs that they have and what your product solves and how it could help them play the new game – now and in the future. Your movement will make you relevant, connected and memorable.

So, I would say it is really a missed opportunity in bringing products differentiated and more successfully to market to not implement step 3, then you are asking for your competitors to beat you…and a slowdown in growth on revenue, people and transformation.

Need to convince stakeholders from a different angle, here I will give you one:

Your movement is in it for years, your GTMs for quarters, your campaigns for months —) so it’s efficient and effective.

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Step 4: A theme-based campaign architecture

Adopt and implement a theme-based campaign architecture that drives awareness, demand, enablement, and engagement. That is cross-departmental and connects HQ and field. My business partner Liesbeth de Rooij wrote an article on this:

Lessons learned in realizing 533% increase in qualified pipeline and 50% decrease in CAC with a campaign strategy that stayed relevant for years

Click here: https://www.dhirubhai.net/pulse/lessons-learned-realizing-533-increase-qualified-50-cac-de-rooij/?trackingId=yci39D%2FgTlOBU%2FbwHhC1xA%3D%3D

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So after driving interlock between the area's of purpose, GTM and campaign for more many years among many other things that where successful and failed (first attempt in learning), I have co-founded IF Associates to help B2B tech/SaaS business in making their growth strategy a reality.

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I love a good formula, methodology and process - but it is critical to adopt, implement and truly master it. So we have developed our IF formula to Growth & Happiness which provides the glue between revenue, marketing, sales and purpose-driven leaders to achieve predictable recurring revenue growth, realizes growth & happiness and will help you to become better every day.

So IF you are ready to achieve a competitive advantage by interlocking purpose, GTM and campaign?

Explore more on what I can mean for your business, for example as a fractional CMO or CRO - for a fraction of the cost, getting access to the skills and expertise you need and the results you are looking for.

https://www.ifassociates.eu/what-if-does/if-leadership-services/meet-jeroen-hendriks

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