Scalability is a word that gets used a lot at technology conferences, but Kyle York, chief revenue officer at Dyn, is happy that the conversation at HostingCon around scalability isn’t just about scaling technology, but also scaling business.
In the final session on Monday in the Marketing and Sales track, York talked about how the role of marketers has changed, and how metrics-driven marketing can be a game-changer in terms of scaling a business model and achieving more brand awareness than the competition.
“The CMO is not dead, it’s just being shifted into different roles,” York says in “The Rise of the CRO: Marketing with Metrics” presentation on Monday afternoon. “Metrics-driven marketing is keeping the guard rails on but not letting it get in the way of your instincts and experience.”
York says he thought Dyn was under spending on marketing, but after looking into it, he realized it invests around 3x more than the average B2B company. He says the average B2B company spends 3.6 of their budget on marketing, while Dyn spends 9.26 percent.
Dyn invests heavily in viral marketing, and York listed off several campaigns that he says didn’t cost Dyn a lot, but were successful, including its “Most Reputable Sender in the World” video, DNS is Sexy, and Get some IaaS. According to York, marketing generated 55 percent of new customers in 2012. For next year, Dyn is looking into turning marketing into a profit center.
“Our customer is the startup,” he says. “Our competitors in this space come in with suits and briefcases; we’re in t-shirts and jeans. We’ve worked hard on relating our brand.”
York works in a lot of advisor roles, and says he learns just as much from entrepreneurs as they do from him.
Internally, marketing needs to establish credibility so the organization believes in it, and in the results, York says.
“How do you get engineers to believe in marketing and sales,” he asks. “How do you market marketing inside your walls?”
Retention is “paramount, retention is key,” York says. It’s important to measure at all levels to understand what your customers want. Using that data, you can upsell and cross sell better.
“Have marketing work with sales, not against them,” he says. In the Manchester, New Hampshire-based Dyn office, marketing and sales have been placed together and each person is accountable. Video screens around the office show Salesforce, Domo, and Tableau dashboards.
Do you have a chief revenue officer in your company? How do your sales and marketing departments work together? Let us know in a comment.