![]() ![]() Engage – Now that you’ve made a good impression, make it easy for prospects to learn about your product on their own terms in and their own time, and ultimately buy it.Focus on earning their attention rather than forcing yourself into their line of sight. SEO, social media, targeted advertising, and live/virtual events all have a role to play here. Attract – Draw prospective customers to you with helpful content that is easy to discover.It’s a virtuous cycle that has three major components: And after working with it for close to 10 years, I’ve learned a few lessons that I hope you can use to grow your business. Whether you’re a startup trying to expand or an established company looking for a more efficient go-to-market (GTM) approach, the flywheel model is the best model I know of. Flywheels attract and engage customers 24 hours a day – they’re literally working while you sleep. (Full disclosure: we have not tested that hypothesis by, say, turning off our marketing spend altogether – though I like to bring it up occasionally with our CMO just to get a reaction.) So I don’t lay awake wondering how we’re going to get the next batch of customers into Atlassian’s sales funnel. They’ll even keep spinning on their own for a while. The great thing about flywheels is that once you get them going, it takes relatively little effort to keep them spinning or to make them spin faster. How do I sleep so soundly? Because at Atlassian, we use the flywheel effect to grow our business. My weeknight sleep log as Chief Revenue Officer at Atlassian, where I’m responsible for keeping our revenue trending up and to the right.
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