In the Lean Startup Way, Marketing is how you search and find the buyer's decision trigger, and Sales is how you lead your buyer to make the decision. (c)2021 Davender Gupta All Rights Reserved

1. Marketing and
Sales
Davender Gupta, MS, MBA
ESG1114 – March 19, 2021

2. True or false?
Everyone can benefit from my product
Everyone wants my product
Everyone is looking for my product
Everyone is ready to buy my product
Everyone will buy my product because it
is so much better than the competition
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

3. The truth is that most people don’t care...
Indifferent
Hostile Interested
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davender@davender.com All Rights Reserved

4. ©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

5. A Business Is A System which…
•creates value
•delivers value
•captures value
enabling all of the
stakeholders to
achieve what is
most important to
them in the
moment.
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

6. 6
MY
Ideas
Passions
Needs
Dreams
Interests
Desires
RESOURCES
NO
MEANS
THE
PROFIT
ZONE
THEIR
Ideas
Passions
Needs
Dreams
Interests
Desires
NO
DEMAND
NO
PASSION
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

7. Customer
Discovery
Understanding what
your customer wants
and needs so you can
offer a solution which
precisely matches
what they are looking
for.
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

8. Marketing
vs
Sales
Marketing is finding the right
fit between the customer and
your offer: the decision trigger
Sales is leading your customer
to make a buying decision

9. Marketing : Looking for the decision trigger
Right Fit
• Does the solution meet the customer’s primary “job-to-be-done”
Right Place
• Is this the right context for the customer to pay attention
Right Time
• Is this “job-to-be-done” the customer’s highest priority right now

10. Utility
vs
Value
Utility is how well you solve the
customer’s “Job-To-Be-Done”
Value =
Utility
Investment

13. Two Critical Hypothesis
• How does your offer deliver value
to the customer?
Value Creation
Hypothesis
• What is the customer’s motivation
to invest in your offer?
Value Capture
Hypothesis
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

14. Your Value Proposition
To find the specific people who recognize
the value of what you offer and who are
ready and willing to commit time,
attention, energy and money
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

15. Sales : Making the decision
1 •Interest – The Looking Zone
2 •Emotional Decision
3 •Rational Decision – The “Objections”
4 •The Close
5 •Confirmation of the Decision

16. You are
looking to
optimize
three
things:
• How well your solution solves their
problem
Problem-Solution Fit
• How well your customers recognize
your value
Product-Market Fit
• How efficiently you can create value
Value-Cost Fit

17. The Three Questions
WHAT IS MOST
IMPORTANT TO YOUR
CUSTOMER
RIGHT NOW?
WHAT IS THEIR
VISION OF SUCCESS?
WHAT IS THEIR
MOTIVATION TO
COMMIT
TO A SOLUTION?

18. ©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved

19. Davender Gupta, MS, MBA
Venture Growth Strategist
Founder, The Scaleup Project
linkedin.com/in/coachdavender
slideshare.com/coachdavender
facebook.com/coachdavender
TheScaleupProject.com
davender@davender.com
514-448-1894
19
©2019 Davender Gupta. TheScaleupProject.com
davender@davender.com All Rights Reserved