We Now Live In A Disruption Economy

Technology is disrupting all but a few careers. Some survive, many don’t. Look around. Do you remember how many people worked in your department five years ago?

How many are still left?

We Are Living In A New Era

☞ 2000’s – People: Process powered by people

☞☞ 2010’s – Process: Tech-enabled scaling

☞☞☞ 2020’s – Pareto: The best 20% of employees garner 80% of the benefits

No Industry Is Immune

In 1958, corporations listed in the S&P 500 had an average stay of 61 years. Today it’s less than 18! Innosight’s research estimates three-quarters of today’s S&P 500 will be replaced by 2027.

What do you think happened to the incumbent Finance and Marketing functions?

UiPath, The robotic process automation company’s IPO raised $1.3bn with a market valuation of around $36bn.

The company sells software that helps businesses automate repetitive office tasks!

No Career Will Stay The Same

Check out this research table from the Office of National Statistics [UK Govt Body] that alerts us to the risk of our career being automated.

Type in your field and get your results. My field, Chartered Accountancy, is at 26%, but no doubt will be much worse after the work from home post pandemic dust settles.

CAC Is The New COGS

The Cost Of Goods Sold (COGS) – the measure of direct costs incurred by a company to manufacture or deliver its product or service. Costs typically include raw material and direct labour.

Customer Acquisition Cost (CAC) – the cost a business incurs to acquire a new customer. This includes the costs associated with sales and marketing to attract potential customers and to convince them to purchase.

The increasing use of technology and data as a profit lever has given rise to the prominence of CAC over COGS as the determining finance measurement of success.

What Is The Common Thread?

We are experiencing a tectonic shift in markets, industries and, yes, careers.

#ShiftHappens

You’re Now Expected ☞

☞ To change the way you work

☞☞ To meet your company’s demands that Finance and Marketing create new, more profitable monetization models.

☞☞☞ To become the best in class at your niche.

#CareersChange

You Already See The Gaps In The Operating Model

☞ the product function optimises the quality and quantum of products/services;

☞ the marketing and sales function optimises the quantum and flow of customers';

☞ the customer service & operations function optimises the quantum and flow of customer satisfaction;

So who’s responsible for optimising the quantum and flow of average profit per unit or customer (APPU/APPC).

☞☞ the monetization function

#ProfitsMatter

Finance Is Growing A New Identity

☞ Old Focus: COGS
☞☞ New Focus: CAC + COGS

☞ Old Methodology: HISTORICAL VALUE
☞☞ New Methodology: LIFETIME VALUE

☞ Old Approach: MONITORING
☞☞ New Approach: MODELLING + METRICS

☞ Old Values: RELATIONSHIP WITH MARKETING
☞☞ New Values: PARTNERSHIP WITH MARKETING

☞ Old Outcomes: REPORTING
☞☞ New Outcomes: REVENUE MONETIZATION

What’s Monetization?
Sounds Like I Already Know, But Tell Me More.

Monetization is a hidden secret. A secret hiding in plain sight.

The psychology of anchoring | the mathematics of power-law pricing tables | the application elasticity of demand economic theory | the marketing and positioning of your price | the data leverage from customer usage and interaction data | & the ability to test prices, feature offerings, and durations.

Whether you work in or run your own business, the money you make boils down to just two things Quantity x Price.

Sales, Marketing, Product, Customer Service and many other functions fight to increase or maintain the quantity part of the equation.

Monetization is the practice and process tasked with delivering the other half of the equation–price.

And monetization doesn't need a huge team, a considerable budget or numerous SaaS tools to make an impact!!

Monetization Made Simple

Are You Leaving Money On The Table?

This is the big question you ask yourself every time you commit a price, fee or salary.

Monetizing your expertise, product or service is usually agonising, risky, sub-optimal guesswork.

With The University of Monetization, you can architect your monetization and pricing blueprint with calculated confidence and clarity to increase your revenue.

We’ve agreed that your sales revenue depends on just two inputs: Quantity & Price.

So if Sales Revenue = [Quantity * Price], what proportion of time do you or your firm spend on the pricing part of the equation?

50%? 40%? How about 25%? Well, at least 10%, right?

Not even close, most businesses spend less than 1% of their resources and time on pricing and its foundational partner, monetization.

When you think about how much time and money it costs to convert a new account or customer, ignoring the second half of the revenue equation is not an option.  

That’s why we believe the principles of monetization are hidden secrets. Secrets hiding in plain sight.

The psychology of anchoring, mathematics of power-law, market positioning, and many more techniques - play a part in maximizing your monetization potential.

Using mental model pattern recognition, 1,600hrs+ research, proprietary frameworks, explanatory playbooks and compressed strategy concepts, we simplify the complex art of monetization for aspiring Monetization CFOs, Monetization Architects and Monetization Marketers.