YOU – GROWTH CHAMPION

FOCUS ON PROFIT, REVENUE AND RELATIONSHIPS

RELEVANCE

IS YOUR CEO A MARKETING CHAMPION?

THERE’S A REASON THAT THE AVERAGE TENURE OFCMO’S IS 23 MONTHS

VALUE CREATORS• OUTCOMES THAT MATTER• ALIGNING COMPANY CAPABILITIES WITH CURRENT AND FUTURE NEEDS OF

THE CUSTOMER• INJECT VALUE BEFORE THE PRODUCT OR SERVICE COMES TO MARKET• STRETCHING THE BOUNDARY OF MARKETING

• ABILITY TO GROW A BUSINESS – ESPECIALLY IN A MATURE BUSINESS

KNOW THYSELF

• VALUE CREATOR• SALES ENABLER• CAMPAIGN PRODUCER• WHAT’S YOUR DNA?

DEEP

EXP

ERTI

SE IN

MAR

KETI

NG

FUNCTIONAL UNDERSTANDING

AND RELATIONSHIPS

DNA OF GROWTH CHAMPIONS

20% MORE LIKELY TO EXHIBIT

SUPERIOR REVENUE GROWTH

ROICONTRIBUTION TO GROWTH

AGENDA

NOT FOCUSED ON YOUR SPEND

ACTIVE LEADERSHIPADVISERS TO MANAGEMENT TEAM

MARKETING MASTERS

METRICS• BEING ACCOUNTABLE• GAINING INFLUENCE• PRODUCT• SALES STRATEGY AND MOTION• PRICING• CHANNEL STRATEGY• COMMUNICATION

CHECKLISTmetrics indicators indicatorsCLOSE RATE PRODUCT MEETING CLIENT

NEEDSWEAK COMPETITIVE POSITION

LENGTH OF SALESCYCLE SALES PREPARATION- TRAINING

ENABLEMENT – PROPS FOR SELLING

AVERAGE DEAL SIZE AIMING AT THE WRONG MARKET

PRICING

% OF AVAILABLE MARKET PRODUCT/SERVICE DESCRIPTION: CRITICAL

CROSS SELL, UPSELLPERMISSION TO SELL

MQL CONVERSIONS CAMPAIGN EVALUATION SALES MANAGEMENTAGE OF PIPELINE SALES ACTIVITY ENABLEMENTCOMPELLING EVENTS IDENTIFY AND INTEGRATE ACCELERATE ALL THE

ABOVE

RELATIONSHIPS SALES Activity management

MARKETING

Communication

SALES OPERATI

ONS

Reporting the relevant numbers

PRODUCT

Ideal Customer

ProfilesEvolving

product/service definition

PRICING

• ENCOURAGES BUNDLING• SELL BACK: HIGH PROFIT PRODUCTS/SERVICES PAY FOR THE EARLY

ADOPTERS• SIMPLE: A DIFFERENTIATOR OR ACCELERATING THE CLOSE• ALIGNS TO THE VALUE OF THE PRODUCT NOT TO THE COMPETITORS

CONVERSIONS• CONTACTS TO MQLS – ALL YOU!• MQLS TO SQOS – MOSTLY YOU!• SQOS TO PIPELINE – WHERE WE ALL JOIN HANDS AND SING KUMBYA• PIPELINE TO FORECAST – SALES MANAGEMENT• FORECAST TO REVENUE – SALES MANAGEMENT

COMPELLING EVENTS• BUSINESS DRIVERS• ACQUISITIONS AND DIVESTITURES• INNOVATION• EXPANDING PRODUCT LINES AND GEOGRAPHIC EXPANSIONS

• PRODUCT LIFECYCLE• NEW• RETIRING

• PARTNER ACTIVITY• PRODUCT LAUNCHES• REPLACEMENT PROGRAMS

XMULTIPLIERSPRODUCT

ALIGNMENTWHAT PRODUCT IS ENGINEERING

BUILDING?

WHAT PROBLEM IS IT SOLVING?

WHO ARE THE BUYERS?

DO THEY AGREE?

CHANNELSWHAT PRODUCT IS SALES

SELLING?

DOES THIS MATCH THE PRODUCT THAT ENGINEERING IS BUILDING?

HOW OFTEN AND HOW MUCH ARE THE DISCOUNTS?

WHAT IS THE TRANSACTION TO QUOTA RELATIONSHIP?

PROMOTIONWHAT PRODUCT IS MARKETING

PROMOTION?

WHO ARE THEY PROMOTING TO?

IS THE BUYER RESPONDING?

ARE THERE ENOUGH QUALIFIED BUYERS TO SUPPORT THE TRANSACTIONS TO QUOTA

RELATIONSHIP?

Where the focus goes, energy flows. Tony Robbins

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