SWOT
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Lattice.com Marketing

To empower companies to build high-performing teams where people thrive by transforming every organization into a people-first workplace

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Align the strategy

Lattice.com Marketing SWOT Analysis

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To empower companies to build high-performing teams where people thrive by transforming every organization into a people-first workplace

Strengths

  • PLATFORM: Comprehensive people success platform integrating performance, engagement, goals, comp & development with 83% customer satisfaction
  • RETENTION: Strong net revenue retention at 110%, indicating product stickiness and successful upsell/cross-sell motion
  • ENTERPRISE: Growing enterprise customer base with 40% YoY increase in customers with ARR >$100K, demonstrating upmarket traction
  • BRAND: Recognized thought leadership position in HR tech with 75K+ newsletter subscribers and 150K+ monthly blog visits
  • ECOSYSTEM: Strategic integrations with 50+ HRIS, payroll and workplace tools creating valuable ecosystem and reducing churn

Weaknesses

  • COMPETITION: Intensifying competition from both point solutions and HCM suites squeezing growth in mid-market segment
  • PRICING: Current pricing structure creates friction in upmarket deals where customization needs increase implementation costs by 35%
  • AWARENESS: Limited brand recognition outside of core HR/People Operations buyer personas (only 22% awareness with CEOs/CFOs)
  • ATTRIBUTION: Inadequate marketing attribution model failing to properly value top-of-funnel activities, leading to misallocated budgets
  • CYCLES: Extended sales cycles of 90+ days in enterprise segment impacting revenue predictability and cash flow

Opportunities

  • AI: Leverage AI to enhance platform capabilities in skills identification, career pathing and performance insights with projected 40% efficiency gains
  • MARKET: Expand TAM by $3.2B through entry into adjacent HR tech categories (succession planning, internal mobility, learning)
  • CHANNELS: Build strategic partnerships with consulting firms to accelerate enterprise adoption, potentially increasing qualified leads by 30%
  • GLOBAL: Accelerate international expansion, particularly in EMEA where market is growing at 22% CAGR with limited competitive presence
  • COMMUNITY: Develop robust customer community program to increase advocacy, reduce CAC by 18% and improve retention metrics

Threats

  • CONSOLIDATION: Industry consolidation as major HCM players acquire point solutions to build competing integrated platforms
  • ECONOMY: Economic uncertainty causing elongated sales cycles and increased scrutiny of HR tech investments (23% of deals now need CFO approval)
  • PRICING: Pricing pressure from low-cost alternatives and freemium models disrupting mid-market acquisition strategy
  • TALENT: Intensifying competition for specialized marketing talent in AI, demand gen, and product marketing driving up compensation costs
  • DATA: Evolving global data privacy regulations may require significant platform adjustments and impact analytics capabilities

Key Priorities

  • AI INNOVATION: Accelerate AI functionality across the platform to maintain competitive differentiation and expand enterprise value proposition
  • BRAND POSITIONING: Elevate brand narrative beyond HR to reach C-suite and demonstrate strategic business impact of people success
  • CUSTOMER MARKETING: Develop structured customer advocacy program to improve retention, drive referrals and reduce CAC
  • ECOSYSTEM EXPANSION: Strengthen and expand integration ecosystem to increase platform stickiness and enhance enterprise readiness
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Align the plan

Lattice.com Marketing OKR Plan

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To empower companies to build high-performing teams where people thrive by transforming every organization into a people-first workplace

ELEVATE THE NARRATIVE

Establish Lattice as a C-suite strategic priority

  • MESSAGING: Develop and launch new business impact messaging framework with 75% of content updated by end of quarter
  • AWARENESS: Increase C-suite brand awareness from 22% to 35% through targeted thought leadership and executive programs
  • MEDIA: Secure 12+ tier-one business media placements connecting people success to business performance outcomes
  • CONTENT: Create C-suite content series achieving 40% higher engagement than current executive-targeted materials
AI ADVANTAGE

Lead the market with AI-powered people insights

  • NARRATIVE: Launch differentiated AI positioning campaign generating 5,000+ qualified leads and 25% higher conversion rate
  • USE CASES: Develop 3 high-impact AI use case playbooks with concrete ROI models increasing sales confidence by 40%
  • ADOPTION: Achieve 70% adoption rate of AI features among existing customers through targeted enablement campaign
  • INSIGHTS: Publish quarterly AI-powered People Benchmark Report establishing thought leadership with 10K+ downloads
CUSTOMER CHAMPIONS

Turn customers into our most powerful growth engine

  • ADVOCACY: Launch structured advocacy program recruiting 150+ customer champions and generating 75+ customer stories
  • COMMUNITY: Build customer community platform with 2,500+ active members and 35% monthly engagement rate
  • REFERRALS: Increase customer referrals by 40% through formalized referral program generating $2.5M in pipeline
  • RETENTION: Develop targeted retention campaign for at-risk segments improving retention rate from 84% to 88%
PIPELINE POWERHOUSE

Build predictable, scalable demand generation engine

  • ATTRIBUTION: Implement multi-touch attribution model improving channel ROI measurement accuracy by 65%
  • AUTOMATION: Deploy AI-powered personalization increasing campaign conversion rates by 30% across digital channels
  • SEGMENTS: Launch vertical-specific campaigns for top 3 industries generating 35% more qualified opportunities
  • ENABLEMENT: Develop enterprise sales toolkit with ROI calculators increasing deal velocity by 20% for complex sales
METRICS
  • Net Revenue Retention: 115% (current: 110%)
  • Customer Acquisition Cost (CAC) Ratio: 1.1 (current: 1.3)
  • Marketing Qualified Lead to Sales Qualified Lead conversion: 32% (current: 26%)
VALUES
  • Ship, Iterate, Ship
  • Uplevel Each Other
  • Own the Outcome
  • Practice Candor with Care
  • Put Customers First
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Align the learnings

Lattice.com Marketing Retrospective

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To empower companies to build high-performing teams where people thrive by transforming every organization into a people-first workplace

What Went Well

  • GROWTH: Achieved 42% YoY revenue growth, exceeding market expectations by 7 percentage points
  • ENTERPRISE: Increased number of customers with ARR >$100K by 40%, demonstrating successful upmarket strategy
  • EXPANSION: Cross-sell of newer modules (Compensation, Grow) contributed 28% of net new ARR, validating platform strategy
  • EFFICIENCY: Improved sales efficiency with 18% reduction in CAC while maintaining consistent growth rates
  • INTERNATIONAL: International revenue grew 65% YoY with EMEA expansion exceeding targets by 30%

Not So Well

  • CHURN: SMB segment experienced elevated churn (16% vs 12% target) due to economic pressures and competitive alternatives
  • MARGINS: Gross margins declined 2 percentage points due to higher implementation costs for complex enterprise deployments
  • PIPELINE: Q1 pipeline generation missed targets by 15% creating pressure on upcoming quarters
  • POSITIONING: Win rates against all-in-one HRIS competitors declined 8 points in mid-market segment
  • CONTENT: Content engagement metrics underperformed by 22% against benchmarks despite increased production

Learnings

  • SEGMENTATION: More precise ICP segmentation needed as performance varies significantly across customer size and industry verticals
  • SALES ENABLEMENT: Enterprise deals require deeper ROI modeling and executive-level value articulation than current materials provide
  • COMPETITIVE: Need stronger competitive positioning against both point solutions and integrated HCM platforms
  • MESSAGING: Value proposition resonates more strongly when focused on business outcomes vs. HR efficiency
  • CHANNELS: Webinars and virtual events delivering 2.3x higher conversion rates than other digital channels

Action Items

  • NARRATIVE: Develop compelling C-suite narrative connecting people success to business performance metrics
  • ENABLEMENT: Create robust competitive battle cards and ROI calculators for enterprise sales motion
  • ATTRIBUTION: Implement multi-touch attribution model to better understand channel performance and optimize mix
  • SEGMENTATION: Develop industry-specific marketing campaigns for top 3 performing verticals (Tech, Healthcare, Financial Services)
  • PIPELINE: Increase investment in high-performing webinar program with executive thought leadership focus
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Drive AI transformation

Lattice.com Marketing AI Strategy SWOT Analysis

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To empower companies to build high-performing teams where people thrive by transforming every organization into a people-first workplace

Strengths

  • DATA: Vast repository of anonymized performance, engagement and compensation data creates unique AI training advantage
  • ADOPTION: Early AI feature adoption rate of 62% among existing customers demonstrates product-market fit for AI capabilities
  • TALENT: Strong AI/ML engineering team with specialized expertise in NLP and organizational network analysis
  • FEATURES: Successful launch of AI-powered performance review summarization showing 40% time savings for managers
  • ROADMAP: Clear AI product roadmap with prioritized use cases aligned to customer pain points and ROI potential

Weaknesses

  • FRAGMENTATION: Current AI initiatives spread across too many use cases without sufficient depth in any single area
  • MESSAGING: Inadequate differentiation of AI capabilities in marketing messaging vs. competitors claiming similar benefits
  • RESOURCES: Limited dedicated resources for AI-specific content creation and thought leadership (only 1.5 FTEs)
  • FEEDBACK: Insufficient feedback loops to rapidly iterate on AI features based on user experience and outcomes
  • MEASUREMENT: Lack of clear metrics framework to demonstrate ROI of AI features to prospects and customers

Opportunities

  • PERSONALIZATION: Deploy AI to deliver hyper-personalized marketing experiences increasing conversion rates by projected 35%
  • PREDICTION: Develop predictive models for customer churn risk, enabling proactive intervention and improving retention by 15%
  • EFFICIENCY: Automate content creation and personalization for target accounts reducing campaign launch time by 60%
  • INSIGHTS: Create AI-powered competitive intelligence system to identify market trends and optimize positioning
  • ANALYTICS: Build advanced attribution modeling using ML to optimize channel mix and improve marketing ROI by 25%

Threats

  • COMMODITIZATION: Risk of AI features becoming table stakes as competitors rapidly implement similar capabilities
  • DIFFERENTIATION: Challenge of maintaining unique AI value proposition as large tech companies offer free or low-cost alternatives
  • SKEPTICISM: Growing customer skepticism about AI benefits without clear demonstration of measurable outcomes
  • TRUST: Potential customer concerns regarding data privacy, bias, and transparency in AI-powered recommendations
  • EXPERTISE: Difficulty attracting and retaining specialized AI marketing talent in competitive labor market

Key Priorities

  • AI NARRATIVE: Develop compelling, differentiated AI narrative focused on measurable business outcomes and ethical approach
  • USE CASES: Prioritize and deep-develop 3-5 high-impact AI use cases with demonstrable ROI rather than broad implementation
  • DATA STORYTELLING: Create powerful data visualization and storytelling capabilities to demonstrate unique AI-powered insights
  • SKILL BUILDING: Implement AI literacy training program for all marketing team members to elevate capabilities across the organization