The operating model is part of an enduring marketing and sales revenue system. As your business model changes to address changing market and competitive conditions, you will need to adjust the process, organization and sales enablement. Yet, too often marketing and sales have not aligned around a full-funnel buyer engagement process with the right service level agreements and coordination elements for lead generation, nurture and engagement orchestration.
- Design Processes: Design processes for marketing and sales including stages, business rules, metrics, methodologies and artifacts.
- Build Organization: Structure the organization and build a “sales culture” by recruiting and retaining the right talent, incentivizing performance and managing under-performers.
- Enable Teams: Build skills through training, mentoring, coaching and enable people with the tools, content and resources they need to engage buyers.