The Power of Surge provides a strategic marketing playbook for CEOs and investors in small to midsize B2B software companies who want to transform their business and unlock hidden value, especially leading up to an acquisition or exit event.
Based on over thirty years of experience leading major technology company transformations, turnarounds, and transactions, the author outlines a proven playbook to drive results: Strategy, Unity, Reputation, Gains, and Efficiency (SURGE). The book covers how to define a marketing strategy fit for the speed, scope, and scale of the digital-first customer experience. Using practical methods, you can tailor a strategy to fit your specific situation, achieve radical alignment between sales and marketing functions, establish a strong brand reputation and customer experience, unlock hidden revenue streams, and build an efficient modern marketing engine to drive scale and return on investment.
You'll learn how to avoid common disconnects between CEOs and CMOs that undermine execution, along with advice for finding and keeping the right marketing leader for your organization's stage and goals. Discover proven methods for increasing customer lifetime value, lowering customer acquisition costs, shortening sales cycles, and boosting valuation multiples that appeal to potential acquirers and investors.
With advice from other B2B software industry leaders, this book provides immediately actionable steps to transform your existing marketing function into a competitive asset. You'll finish with a clear road map for using the principles of SURGE to drive growth, differentiate your company, and maximize ROI whether your ambition is to get acquired or achieve leadership as an independent. This book is suitable for tech founders, CEOs, investors, and aspiring CMOs in the B2B SaaS, cloud, and software industry.
