Best of Breed:The DNA of Unicorns

Isaac WyattDirector, Marketing Strategy & OpsNew Relic

@IsaacWyatt

MarketingAnalytics

MarketingTechnology

Marketing Alignment

MarketingStrategy

MarketingEnablement

@IsaacWyatt

MarketingAnalytics

MarketingTechnology

Marketing Alignment

MarketingStrategy

MarketingEnablement

@IsaacWyatt

Tools Procedures People

MarketingAnalytics

MarketingTechnology

Marketing Alignment

MarketingStrategy

MarketingEnablement

Tools Procedures People

Marketing Capabilities Platform

MarketingChannels

MarketingTactics

Marketing Messaging

MarketingEffectiveness

Marketing Activities

@IsaacWyatt

@IsaacWyatt

Most Frequent TechnologiesGoogle Analytics

Google Universal AnalyticsGoogle Apps

GmailDoubleClick Conversion

Facebook WidgetGoogle AdWords Conversion

NginxYouTube

Facebook Web Custom AudiencesAppNexusGmail SPF

Google Tag ManagerGoogle Font API

WordPress.orgAmazon AWS

New RelicTwitter Advertising

LiveRamp

0 20 40 60 80 100 120 140 160

@IsaacWyatt

# of Technologies by Stage

@IsaacWyatt

Seed/Angel

A B C D E F G H -

5

10

15

20

25

30

35

40

45

# Te

chno

logi

es

Funding Stage

# of Marketing Techs by Stage

@IsaacWyatt

Angel/Seed

A B C D E F G H -

2

4

6

8

10

12

14

16

# Te

chno

logi

es

Funding Stage

Most Frequent Marketing Techs amongst “Unicorns”

@IsaacWyatt

google

.com

faceb

ook.c

om

youtub

e.com

appnex

us.com

newrel

ic.com

liveram

p.com

optim

izely.c

om

apple.c

om

racksp

ace.co

m

twitter.co

m

marketo

.com

akamai.c

om

rubico

nproj

ect.co

m

sendg

rid.co

m

adroll

.com

vimeo

.com

php.ne

t

crazye

gg.com

quantc

ast.co

m

mediam

ath.co

m

cloudfl

are.co

m0

20

40

60

80

100

120

140

160

# C

ompa

nies

11

Technographics

@IsaacWyatt

Comparing how similar or different the tech

stacks of each company are.

Companies with similar tech stacks appear

closer to each other.

12

Technographics

@IsaacWyatt

Example:Media companies

Buzzfeed and Vice have similar technology

stacks, so appear close to each other.

Co-occurring Techs

Vendor Tech Correlation %

Brightcove Compete 70.5%

IBM Websphere Endeca 70.5%

Extole Gauges 70.5%

RackSpace CDN DocuSign 57.4%

Localytics SteelHouse 57.4%

DemandBase Linkedin Display Ads ( Formerly Bizo) 47.7%

New Relic Optimizely 46.8%

Segment.io HeapAnalytics 46.5%

@IsaacWyatt

14

@IsaacWyatt

Other Patterns?

15

@IsaacWyatt

Other Patterns?

@IsaacWyatt

Build Virtuous Cycles

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OBSERVE

ORIENT

ACT

DECIDE

OODALOOPS

Develop Anti-Fragile Systems

@IsaacWyatt

Design with Crash-only recovery in mind

@IsaacWyatt Copyright 2016 BioLite Inc.

@IsaacWyatt

Proactive

Hacky

AnalyticalConnected

Empathetic

Hire those who score highly in all categories in PHACE framework....

they may tend to be introverted, thoughtful, and quirky.@IsaacWyatt

Embrace the Hedgehog and the Fox

@IsaacWyatt

Employee Interest

@IsaacWyatt

CompanyInterest

Shared Value

Pulling it all together

@IsaacWyatt

@IsaacWyatt

Right Tech Smart Process Enabled People

@IsaacWyatt