Pivot to the NEW NORMAL – Accelerate Revenue with Tech-savvy Sales Talent and Tools

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Do you have a focused SALES business recovery plan?  Does it allow for current year goal achievement post-crisis? 

Most businesses have a business continuity and resiliency plan that allows for continued operation in the event of an unforeseen circumstance, but most businesses do not have a revenue recovery plan!  The pandemic crisis has forced new ways of working and impaired business performance, but companies must anticipate coming out of the crisis and being  prepared for the new environment. This is the time to take advantage of the crisis by examining and addressing ineffective and unproductive elements of your revenue architecture including systems and talent.

An informal survey of CXO’s conducted by Revenue Architects over the last 6 weeks indicates that sales and marketing organizations are functioning differently through the uncharted waters of the COVID-19 pandemic.  The results confirmed that 90% have been materially impacted. 

  • 60% of participants stated that they have or plan to layoff/furlough part or all of their sales and marketing teams
  • 50% stated they do not have a formal recovery plan to return to Pre Covid-19 performance.
  • 100% stated that working remotely had a positive impact on their productivity while also representing new management challenges
  • 80% indicated that it was harder to bring some staff given the reverse incentives of government programs.

Conducting business under current constraints with social distancing, remote working and the reduction of capital expenditures is a new challenge. It can be harder to sell if you are not in front of the client. Yet even before the pandemic the skills and profile of sales superstars were changing. And the B2B buyer, already digital savvy, was becoming more educated and self-sufficient using online resources to self-sell. 

“If you give me a techno-savvy, Internet-friendly, google ranked, instant responding, collaborating, differentiated, social media savvy, value-driven, a value-based messaging, salesperson who uses the voice of the customer testimonials and is interested in how the customer profits…then, I will give you sales results”.  

 

But how do we infuse these talents and skills along with sales best practices into our selling team and drive sales, take market share, and position for the upcoming market expansion?

Now is the time to pivot to the new normal – and accelerate revenue with tech-savvy sales talent and tools.

 

Here are three steps you can take now.

  1. Build Talent for the New Environment

    • The post-COVID profile for an effective sales rep is different.
      • More credentials
      • More responsive
    • Profile your high performing “tech-savvy” business developer 
      • Attributes: social-seller, value-driven, analytical, process-oriented, emotional intelligence, customer-centric, adaptable to changing sales environment, agility with tech enablement systems, devices, and tools)
    • Focus on talent acquisition (and manage non-performing resources)
      • Discover, acquire, and retain talent with the AI-powered talent intelligence platforms
  1. Go all-in on Digital Sales Enablement

    • Digitally-enable your sales and marketing teams, build resources and applications to enable marketing and sales each stage of the funnel
    • Audit current technology and architect/deploy a modern tech stack including:
      • CRM / Sales Automation
      • Marketing Automation
      • Customer Data Platform
      • Responsive communications platforms including video, email, social, chat, and 1-1 ‘SmartMail’
      • Collaboration tools
      • Calendar scheduling with automatic reminders
      • AI tools and data insights (e.g., predictive analytics, intent data)
      • Data append/enhancement solution

Don’t let your business suffer long term due to pandemic. In fact, use this time to position for breakout performance. 

>>Schedule a complimentary consultation with me to discuss ways you can pivot to the new normal and position for accelerated, predictable and sustainable revenue growth. 

Chief Revenue Officer Role Description

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Chief Revenue Officer

The CRO is Responsible for Predictable and Sustainable Revenue Growth

This post is updated. It was originally published in July 2016

Today, companies recognize the need for a company-wide revenue focus and a more integrated approach across marketing and sales. The CRO oversees the traditional responsibilities of the VP of Sales and the Chief Marketing Officer and is a member of the senior team overseeing go-to-market strategy and execution. The CRO is  responsible for aligning company resources, defining differentiated go-to-market strategies and delivering on the company’s revenue performance goals.

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Revenue Growth Architecture

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Accelerated, predictable and sustainable revenue growth requires alignment around an architecture for marketing and sales and a commitment from the senior team.

Coordination for buyer engagement across the full-funnel is vital.  A realistic evaluation of capabilities and alignment on revenue strategies is the first step in building a revenue organization to capture customer value and for rationalizing equity and debt investments.

We are working with a $10M B2B tech company that is looking to get to the next level of accelerated, predictable and sustainable revenue growth.  The company has been in business for over 10 years, offering a variety of managed services, support services and applications to support IT Infrastructure requirements.  They have about 350 active clients that contribute to the companies ARR revenue base. The customer base is loyal with low attrition and there remains good demand for additional services resulting in a continuous pipeline for “up-sell”.

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77% of B2B marketers are NOT making their numbers! Why?

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77 Percent

Many so-called “Revenue Marketers” are writing checks that their companies simply can’t cash! According to a recent study by HubSpot, only 23% of marketers are exceeding their revenue goals. Yet, Revenue Marketing has become a ubiquitous concept and is getting tons of hype in today’s market. And rightfully so. No question – it’s the “holy grail” of today’s senior stakeholders.

Here’s the problem—all the verbiage around it was generated by companies and people deeply invested in its success. These include companies that are predominantly staffed by marketing automation technologists and solutions engineers, who are actually software people, not demand marketers. And all the talk isn’t limited to the marketing operations and automation folks who are making claims. There are also many strategic consulting firms and agencies that do the same, but they don’t have enough experience as practitioners to execute on the very recommendations they are prescribing to clients.

Don’t get me wrong, the modern marketing technology stack forms the most powerful marketing enablement toolkit I’ve witnessed in a nearly 25-year career. But it’s just that…an enablement toolkit. It’s a partial solution. You ALSO need effective buyer engagement strategy and execution or the monetization of your marketing investments won’t even come close to its potential.

Quite simply, revenue marketing can work—when (and only when) it’s driven by a worthy buyer engagement strategy. But the primary challenge, which we address in our new eBook entitled Exposed. The False Promises of Revenue Marketing., is all the confusion, misinterpretation and general lack of understanding that exists around revenue marketing and the buyer engagement strategies that are essential to its success.

These points of confusion include:

  • The fundamental deficit in buyer understanding that is killing marketing performance at most companies
  • What’s wrong with persona development
  • How messaging is largely missing the mark
  • Why most B2B content is lousy as it’s “domain-centric,” not “engagement-focused”
  • How most marketers are focused on all the wrong metrics
  • Why so very few marketers are capable of aligning all the requisite elements of a high-performance buyer engagement strategy

In the eBook we highlight these critical elements (and many more) that are too frequently being ignored, simply misunderstood or not fully embraced, but that are vital for true revenue marketing. In it we address 9 foundational principles that when used as a roadmap for marketing automation and social media propagation are the surest way to develop a sound buyer engagement strategy that transforms you into a true rock star of revenue marketing.

Download a copy of the eBook to discover 9 ways to exponentially increase leads, conversion, pipeline velocity and revenue impact:

 

 

Under the Microscope: Go-to-Market Strategy and Plan

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This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture


Go-to-Market strategy is the foundation of a company’s revenue producing structure. To generate revenue, it is necessary to have defined channels to interact with customers.

To achieve this, a company needs an effective Go to Market strategy that makes the company easy to buy from and easy to sell for. A go-to-market strategy and plan is a blueprint for how the company will reach customers.

In a world where customers are becoming increasingly inundated with competitive options, it is more important than ever to effectively engage over the right channels. Your Go-to-market strategy allows you to reach customers at their various touch-points and optimize your service processes; customers can more easily interact with your company and, in turn, you can be more responsive and personalized in your customer responses.

Go-to-market is particularly crucial for services businesses that require heavy customer interaction.  Go-to-market strategy streamlines and establishes a strong focus on the steps that a company must take to co-create value with customers.

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Under the Microscope: Market Strategy

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This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture.


A Market Strategy is a core element of a company’s revenue architecture and differentiated strategy. Revenue leaders need to define how to approach the Market Strategy based on attractiveness, competitive positioning and fit.

This post dissects Market Strategy and its components, and explores why it is essential to any business.

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