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Lattice.com Marketing

To drive performance and development by becoming the global standard for people management

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Align the strategy

Lattice.com Marketing SWOT Analysis

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To drive performance and development by becoming the global standard for people management

Strengths

  • PRODUCT: Comprehensive performance management platform with 4.5+ star ratings across review sites and strong customer retention
  • BRAND: Strong employer brand recognition in HR tech space with 4,000+ customers including high-profile enterprise clients
  • GROWTH: 40%+ YoY revenue growth with expanding enterprise segment and international market presence
  • TALENT: Experienced leadership team with deep HR tech expertise and strong engineering capabilities
  • PARTNERSHIPS: Strategic integrations with Slack, Microsoft, Google enabling seamless workflow adoption

Weaknesses

  • AWARENESS: Limited brand recognition outside HR tech community compared to competitors like Workday and BambooHR
  • PRICING: Higher price point barriers for SMB market segment limiting total addressable market expansion
  • CONTENT: Insufficient thought leadership content and educational resources compared to established competitors
  • SALES: Longer enterprise sales cycles averaging 6-9 months impacting predictable revenue growth
  • INTERNATIONAL: Limited localization and regional marketing presence in key growth markets like EMEA and APAC

Opportunities

  • MARKET: $15B+ HR tech market growing 10% annually with increased focus on employee engagement post-pandemic
  • AI: Integration of AI-powered analytics and insights to differentiate from legacy HR platforms
  • REMOTE: Remote work trends creating demand for digital performance management and employee development tools
  • EXPANSION: International market expansion opportunity with only 15% of revenue from outside North America
  • PARTNERSHIPS: Channel partner opportunities with HR consultancies and implementation specialists

Threats

  • COMPETITION: Microsoft Viva and Google Workspace adding HR features directly into productivity suites
  • ECONOMY: Economic downturn could reduce HR tech spending and increase customer churn rates
  • CONSOLIDATION: Large players like Workday acquiring smaller competitors to build comprehensive platforms
  • SATURATION: Increasing market saturation in North American mid-market segment with pricing pressure
  • RETENTION: High customer acquisition costs requiring longer payback periods in competitive landscape

Key Priorities

  • Accelerate AI-powered product innovation to maintain competitive differentiation in crowded HR tech market
  • Expand international market presence through localized marketing and strategic partnerships
  • Increase brand awareness through thought leadership content and category-defining marketing campaigns
  • Optimize enterprise sales process to reduce cycle times and improve predictable revenue growth
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Align the plan

Lattice.com Marketing OKR Plan

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To drive performance and development by becoming the global standard for people management

LEAD CATEGORY

Establish Lattice as the definitive people management leader

  • CONTENT: Publish 24 thought leadership pieces, achieve 50K monthly organic visitors by Q2 end
  • AWARDS: Win 3 major industry awards and secure 12 tier-1 media mentions establishing category expertise
  • EVENTS: Host 4 marquee customer events with 500+ attendees and 85% satisfaction scores
  • COMMUNITY: Build people ops community to 10K members with 25% monthly active engagement rate
AI ADVANTAGE

Launch AI features that revolutionize people management

  • PREDICTIVE: Launch turnover prediction AI model with 85% accuracy for 50% of enterprise customers
  • INSIGHTS: Deploy AI-powered performance insights dashboard generating 40% more actionable recommendations
  • AUTOMATION: Automate 60% of routine review processes reducing admin time by 3 hours per manager monthly
  • PERSONALIZATION: Release AI career path recommendations adopted by 70% of active platform users
GLOBAL SCALE

Expand international presence and market penetration

  • REVENUE: Grow international ARR to $45M representing 30% of total company revenue by Q2 end
  • LOCALIZATION: Launch localized platforms in 3 new markets with native language and compliance features
  • PARTNERSHIPS: Establish 5 strategic channel partnerships generating 20% of international pipeline
  • PRESENCE: Open 2 international offices and hire 25 local employees in key European and APAC markets
CONVERSION EXCELLENCE

Optimize sales efficiency and customer acquisition

  • CYCLES: Reduce average enterprise sales cycle from 8 months to 6 months through process optimization
  • CONVERSION: Increase trial-to-paid conversion rate from 15% to 22% through improved onboarding experience
  • EXPANSION: Achieve 110% net revenue retention through strategic account management and upselling programs
  • PIPELINE: Generate $60M qualified pipeline through integrated demand generation and ABM campaigns
METRICS
  • ARR: $150M by 2025 end
  • NET RETENTION: 108%
  • INTERNATIONAL REV: 30%
VALUES
  • People First
  • Growth Mindset
  • Transparency
  • Customer Success
  • Innovation
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Align the learnings

Lattice.com Marketing Retrospective

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To drive performance and development by becoming the global standard for people management

What Went Well

  • GROWTH: Achieved 42% YoY revenue growth exceeding guidance with strong enterprise customer expansion
  • RETENTION: Maintained 95%+ net revenue retention demonstrating strong product-market fit and customer satisfaction
  • INTERNATIONAL: International revenue grew 65% YoY showing successful market expansion strategy
  • PRODUCT: Launched performance review automation features receiving positive customer feedback and adoption

Not So Well

  • MARGINS: Gross margins declined 2% due to increased infrastructure costs and customer success investments
  • ACQUISITION: Customer acquisition costs increased 15% with longer enterprise sales cycles than expected
  • CHURN: SMB customer churn increased slightly due to economic pressures and competitive pricing
  • HIRING: Slower than planned hiring in engineering and sales impacting product development and growth targets

Learnings

  • ENTERPRISE: Enterprise customers drive higher revenue per customer but require longer sales cycles and more resources
  • PRICING: Value-based pricing resonates better than feature-based pricing in enterprise segment
  • SUPPORT: Proactive customer success engagement reduces churn and drives expansion revenue growth
  • CONTENT: Educational content and thought leadership drive higher quality leads and shorter sales cycles

Action Items

  • Optimize enterprise sales process to reduce average deal cycle time from 8 months to 6 months
  • Develop SMB retention program focused on onboarding and early value demonstration
  • Accelerate engineering hiring to support AI feature development and platform scalability
  • Launch thought leadership content program to establish category expertise and drive demand generation
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Drive AI transformation

Lattice.com Marketing AI Strategy SWOT Analysis

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To drive performance and development by becoming the global standard for people management

Strengths

  • DATA: Rich employee performance and engagement data across 4,000+ customers creating strong AI training foundation
  • ENGINEERING: Strong technical team with machine learning capabilities and modern cloud infrastructure
  • INTEGRATION: Existing platform architecture supports AI feature integration without major technical debt
  • FEEDBACK: Real-time performance data and continuous feedback loops ideal for AI-powered insights and recommendations
  • ANALYTICS: Current reporting capabilities provide foundation for advanced AI-driven predictive analytics

Weaknesses

  • EXPERTISE: Limited dedicated AI/ML talent compared to tech giants building competing HR solutions
  • INVESTMENT: Significant R&D investment required to compete with well-funded AI initiatives from Microsoft and Google
  • PRIVACY: Complex data privacy requirements across global markets limiting AI model training and deployment
  • ADOPTION: Customer education needed for AI feature adoption and change management in traditional HR departments
  • INFRASTRUCTURE: Need for additional cloud infrastructure and compute resources to support AI workloads at scale

Opportunities

  • PREDICTIVE: AI-powered predictive analytics for employee turnover, performance trends, and engagement insights
  • PERSONALIZATION: Personalized career development recommendations and learning paths using AI algorithms
  • AUTOMATION: Intelligent automation of routine HR tasks like review scheduling and goal tracking
  • NLP: Natural language processing for sentiment analysis of employee feedback and performance reviews
  • BENCHMARKING: AI-driven industry benchmarking and competitive insights for performance metrics

Threats

  • COMPETITION: Microsoft Copilot and Google AI integrating directly into workplace productivity suites
  • PRIVACY: Increasing AI regulation and data privacy laws limiting AI feature development and deployment
  • BIAS: AI bias concerns in HR applications could create legal and ethical risks for customers
  • TRUST: Employee trust issues with AI monitoring and evaluation in performance management contexts
  • OBSOLESCENCE: Risk of core platform features becoming commoditized by AI-powered alternatives

Key Priorities

  • Develop AI-powered predictive analytics capabilities to differentiate from legacy HR platforms
  • Invest in AI talent acquisition and partnerships to accelerate machine learning capabilities
  • Create AI-driven personalization features for employee development and engagement
  • Establish AI ethics and privacy framework to build customer trust and regulatory compliance