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Your Step-by-Step Guide: Proven Best Practices for Getting Product Launches & CX Right

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Michelle Killebrew
Vice President, Head of Marketing at PwC New Ventures
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Your Step-by-Step Guide: Proven Best Practices for Getting Product Launches & CX Right
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About speaker

Michelle Killebrew
Vice President, Head of Marketing at PwC New Ventures

Data-driven marketing executive known for exceeding objectives through inspiring teams and the implementation of new strategies, effective processes, innovative campaigns, and sophisticated marketing technology.Dedicated to delivering a superior brand experience—from initial acquisition through to loyal customers—to increase growth and profitability.

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About the talk

Track: Product Track

Developing go-to-market and commercialization strategies for the firm's venture portfolio. My team is responsible for all of the marketing, including overarching brand and digital strategy for the New Ventures division, as well as end-to-end marketing for each of the incubated SaaS startup ventures within the portfolio; market validation, positioning, launch, revenue, and scale.

New Ventures is an in-house incubator that designs, develops and markets SaaS solutions delivering value to our clients. The division was established to enable PwC to invest in new business models that leverage our knowledge and build technology for the evolving marketplace.

00:04 Introduction

01:26 Portfolio of investments

04:15 Let’s compare

07:18 Looking into 3 completely different ventures

08:14 16 questions to determine how to create a unique platform

10:56 How do you stand up 3 sites at once?

14:04 MarTech ecosystem

15:10 Custom framework for websites

17:00 Brand expression on each of the ventures

18:23 Your enlightening architect

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I laid marketing for new ventures within PwC which is a new division you may think. 00:04 When you think of PwC you certainly don't think of software as a service, 00:12 you might think of audit and assurance. 00:16 Tax consulting but in 164-year-old organization, 00:18 we have actually seen our customers through. 00:23 All 4 stages of the Industrial Revolution. 00:27

And continue to innovate and evolve as an organization and so several years ago, 00:30 PwC decided to disrupt themselves. 00:38 Diversify their revenue streams from the services component of their business, 00:41 which is rates and hours into recurring revenue. 00:46 With software as a service. 00:49 And so over the course of the last few years we have been ideating incubating and building several software technologies. 00:52

We are not a finance arm, 01:00 we actually building this in house. 01:02 And just this calendar year we have launched 6 new ventures to market and I'll walk you through a case study of how we were able to. 01:04 To launch three of them to market as well, 01:12 so again PwC traditionally a services LED business and we are innovating to take. 01:15 Software to market. 01:22 So our portfolio of investments. 01:25 It's really broad. 01:28 We are experimenting within experiments. 01:28

We have a variety of different solutions that we are taking to market. 01:31 And here are some that we recently launched this calendar year. 01:36 And they're all different in terms of business model and sector. 01:40 So on the Top left. 01:43 We have terrain insights, which is a cyber digital resilience platform for chief information. 01:44 Security officers BPI tops for our Fortune 200 clients. 01:49 Then in the middle of a boarding pass it's a. 01:53

Talent management human capital solution for Enterprise and Midmarket. 01:55

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