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

, , ,

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

, , , , , ,

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.

Read more

10-Stage Integrated Marketing and Sales Process

, , , , , , ,

Structured or Unstructured Process?

Some businesses need a highly structured sales process that dictates specific activities sales reps need to execute.  These might include things like a discover call, a demo, a pricing meeting, proposal, signature meeting, etc. Often a structured process is needed for more junior sales reps and where the volume of sales activity is high and the dollar value of the sale is low.

For complex sales cycles and when selling professional services, sales teams do not need a highly structured process. For these teams, a stage-based marketing and sales process works better.  In each stage, there are a range of activities, strategies and tactics teams will use to engage the buyer and DMU (decision making unit) across the buyer’s lifecycle.

Buyers Don’t Care if it is Marketing or Sales

The buyer wants a simple and clean buying process. They don’t care if they are engaging with your marketing a sales team. They are simply following their buying process – often in an unstructured and unpredictable way.  The typical stages of the buyer process are:

Read more

Selecting Marketing Automation and CRM Solutions

, , , , ,

 

Consider Revenue Architecture When Selecting Your Tech Stack

Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web,  research with influencers and engage 1:1 with sales people.   An effective buyer experience across a dynamic buyer’s lifecycle requires that your revenue architecture is designed with a coordinated closed-loop process supported by integrated technology stack.

We read a lot about Martech and SalesTech stacks. This is understandable because marketing and sales teams have traditionally pursued  distinct missions with different needs. Yet if your marketing, sales and service “front office”  needs to be more integrated to support dynamic buyer pathways, then you might need to re-think your technology stack.  An integrated revenue process supported by integrated revenue technology helps deliver a single view of the customer and becomes  more responsive and relevant as your buyers jig and jag along their dynamic buying processes.

Read more

SharpSpring Social Now Available

, , , , ,

SharpSpring users now have access to a new social media and calendar features.

  • Content Calendar: A bird’s-eye view of your social posts, email sends, and blog articles.
  • Social Posting: Post directly to Facebook, Twitter, and LinkedIn without leaving SharpSpring.
  • Social Listening: Monitor social media activity with customized listening feeds.
  • New Trigger/Filter: Create automations based on when leads interact with your social media accounts.

SharpSpring has updated Lead Scoring and the Life of the Lead to now include social interactions. SharpSpring will be releasing to all clients in a few days.

Ready to learn more? Contact us for a guided walkthrough of these new features.

Increase Revenue at a Lower Cost of Sales

, , ,

Many management experts remind us to find the most important element to manage and stay focused on it! What is that “one thing” for increasing revenue?

I would argue that most important factor is the difference in the amount of revenue produced by the top sales person compared to the average salesperson during the first years of a product’s introduction.

Frequently for new differentiated products the “top 10 percent” salespeople will sell more than 2x or 3x the amount that the average salesperson sells. The early sales are critical for gaining market share for new products while the differentiation is high.  Over time, as the market and the other salespeople learn more about the product and the customer value delivered, the size of the revenue gap will decrease…but by then the competitors will have started to catch up also and the differentiating advantage decreases.

What does the average salesperson learn after the introduction and a couple of sales cycles that enables them to increase the amount of revenue produced, approaching closer to the sales levels of the top salespeople? If the firm provided that information earlier, would the average salesperson be able to produce higher sales levels earlier? The answer is yes!

Firms really can’t get much more revenue out of the “top 10%” salespeople, and trying to save the “bottom 10%” is a waste of time. But we can provide the information needed by the average salesperson to impact their revenue production by almost 2X.