CXL - Fast eat the slow

Your host today is Peep Laja, Founder at CXL

Speed is an under-rated competitive advantage. Fast eat the slow.

5 key things to do to speed up.

1) Reduce waste, validate quickly

At Wynter we're validating new product ideas through no-code. We hack together a bunch of tools to simulate the functionality in a good-enough way.

- Before we built the message testing feature set, we prototyped it using Webflow+Typeform.
- Before productizing buyer video walkthroughs, we simulated the functionality with Loom.

We're validating what the product should be like + whether people will pay for it without a single line of code written. This massively reduces waste and improves speed.

2) The quicker you can get feedback, the better.

The classic way of shipping something, then collecting data for 4--8 weeks, only doing something about it 60-90 days later is just woefully outdated.

Most of the market - especially the big players - they're slow.

If you can make 2 or 3 moves every time they make one, you have a big advantage.

Make use of on-demand qualitative insights. You can pre-test and pre-validate most things within 48 hrs. Test your messaging, your landing page or email campaign *before* you put it out there.

If wondering whether your ICPs want this or that more, just ask them via buyer intelligence surveys. No need for an 8-week long research project.

3) Decide quickly

Decision-making is progress. We can move much faster when we decide faster.

Instead of having a ton of meetings, deliberation, and contemplation, just do it.

Democratize decision-making in your organization. Don't make executives bottlenecks by having them decide everything.

4) Get more reps in and learn faster by executing faster

If you...
- decide faster
- have less waste
- get faster feedback

...then you can ship faster and learn from the market faster.

By the time the competition makes a move, you've made 3 and have outlearned them already.

5) Use the Bezos matrix

Bezos introduced this decisions/speed matrix, and I like it a lot.

Basically pretty much always decide fast, unless the result is irreversible with major consequences. Most decisions are reversible.

If the decision was sub-optimal, can tweak it later. Gather data, optimize.

Moving fast compounds. Small speed optimizations piling on top of each other, and it adds up. It's cumulative.

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. Playbook community

We have recently created a premium category for all-access members and Adeft backers on the Playbook community. It features:

• Premium Playbooks from our courses, like the playbooks from our Brand Marketing Minidegree and upcoming Ecommerce minidegrees.
• Exclusive content and events.

All-access members and Adeft backers get to make key decisions on our upcoming courses and to shape the community.

Join the all-access playbook community. 

2. Demand generation: turn ideal buyers into superheroes

70% of buyers have done their research before they talk to sales, and 60% of buyers prefer not to talk to sales teams at all.

Most buyers aren’t open to outbound selling. So, how do you get their attention?

With demand generation.

In this article, you’ll learn how to use demand to fuel your sales funnel, build relationships, and grow your business.

Read the entire article here.

3. CXL job board

Some great new job offers on CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free. 

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

4. Latest episode on How to Win 

Anand Sanwal is the person you want to hear talking when it comes having a highly successful content strategy.

He's the co-founder and CEO of Attentive, a business intelligence platform.

He can tell you all about why the ability to prioritize has been essential to their growth.

Listen to him spill his beans on Spotify, Apple Podcast, or your favorite podcast platform. 

5. Struggle with Ecommerce product page CRO?

A common problem is how to communicate the experience of a physical product. Our CRO strategist Paul Randall has done a ton of this, and written about some tricks of it in Speero's 6th installment of their ecommerce optimization series, "Closing the sensory gap in online shopping"

Read more.

6. Elite Camp tickets are available now

CXL Elite Camp is kicking off on August 3rd, in Estonia. Fly into Tallinn for the pre-party, and we'll take you to the event location by bus in the morning of August 4th. 

Then we'll stay at the beach resort for 2 nights and focus on two things:

• Keynotes by Craig Sullivan, Tim Stewart, Annika Thompson, Merritt Aho, Marion Ravel + Peep Laja
• Hand-curated group discussions, matching you with the exact people you need to meet

Event focus areas will be:

1. Experimentation and conversion optimization
2. B2B demand gen and growth

Wrapping up both days with a party.

Get your tickets here, only a few more left.

First time here? You can get these weekly by subscribing here.

Ognjen Bošković
Growth Lead at CXL

Let's connect on LinkedIn.

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

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