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The Incorporation of the CRO in Your Organization
1.
The Incorporation of
the CRO in Your Organization The Next Level of Sales & Marketing Alignment Christian Patrik Director, Solutions Marketing 09.07.11 © 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
2.
2 Why CRO? What happened
that caused this shift/addition in many organizations? Budget? Efficiency? Need For Alignment? Complexity of Sales & Marketing Organizations? Need for Focus? All of the Above? © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
3.
3 Where is the
Revenue Officer Concerned? Front End Planning Developing Predictable Revenue Strategies Mid Stage Reporting and Analysis Analyzing Marketing Performance Monitoring and Adjusting Pipeline Velocity Reconciliation of Campaigns and Strategies Recasting Plans, Budgets and Resources © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
4.
4 A Lot of
Noise Around Revenue © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
5.
5 What is a
Revenue Strategy? Thinking about Revenue all along the funnel – not just this month’s pipeline Is having the ability to increase or decrease efforts across the funnel to drive predictable revenue. The ability to understand which dials to turn. Visibility and planning helps to better understand where to make investments to fortify funnel stages © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
6.
6 Focus Across Whole
Funnel Marketing Chief Revenue Officer ? Sales © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
7.
7 This Approach Makes
Great Sense Sales & Marketing organizations sharing the same nomenclature and goals helps us deliver on the Revenue-Based Business Cases that we develop for our clients. New Thinking © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
8.
8 The Bulldog Perspective
We typically work with Marketing leaders with the end-game, the promise of Revenue When organizations are missing the middle fulfilling the promise is more challenging. Each part of your strategy should be aligned to the Attract, Engage and Convert stages of the Sales Funnel Stronger alignment through the funnel means a more holistic approach to the funnel, investing when and where the value is highest © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
9.
9 Who Does the
CRO Most Resemble? CEO? CFO? CMO? CSO? A Strategic role above Sales and Marketing, the CRO has bigger picture objectives that cross into territories, typically “Handled” by CEO and CFO. © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
10.
10 CRO/CEO Shared Objectives
Pathway to YOY Growth Limited “Noise from Marketing and Sales” Ownership of “Big Picture” Strategy Accountability to the Board Predictable Revenue (Key Tenant of R.P.M.) Driving Profitable Revenue © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
11.
11 CRO/CFO Shared Objectives
Annual and Quarterly Budgeting Annual and Quarterly Forecasts Pipeline Trending, Accuracy and Velocity Sales Pipeline Marketing Pipeline Marketing Initiatives Return on Past Investments Future Budget Allocations Sales Performance (e.g. Sales Vs Quota) © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
12.
12 CRO/CTO Shared Objectives
Ensuring that investments in Technology that enable Sales and Marketing are appropriate and aligned to drive efficiency and impact Development of plans to best manage, build, enhance and measure database growth Effective provisioning and utilization of Sales and Marketing tools Education on how to use tools/platforms © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
13.
13
Poll Question © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
14.
14 Which statement best
represents: The CRO Role in your Organization? Currently have a Chief Revenue Officer on staff Currently being played by President/CEO or Others Will likely staff a CRO in the next calendar year It is possible that a Sales or Marketing Member of our Organization will ascend to this position Our Organization does not have plans to fill this role Unsure/Unknown? © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
15.
15 CRO ≠ Alignment
Having a Chief Revenue Officer does not mean that you have alignment between Sales & Marketing. RPM (Revenue Performance Management) is absolutely the right approach RPM takes alignment (Tactically and Culturally) to succeed Alignment Strategy and Execution including Marketing -Led Sales Enablement programs are top priorities for the CRO © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
16.
16 Sales & Marketing
Alignment Key Tenets Sales Process Marketing Alignment Areas Process CRM MAP Sales Hiring Strategy Planning Planning TAM/SAM/SOM Acquiring Leads Management Roadmap Data Forecasting New Markets Events Selling Nomenclature Campaigns Training Goals Lead Management Rewarding Revenue Training Consulting Programs Media Engineering Sales Enablement Branding Closing Relationship Mgmt. Product Mgmt. Revenue Analysis Social Strategy Channel PR Demos © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
17.
17 The
Anatomy of World-Class Sales & Marketing Integration Sales Sales Planning/Strategy Marketing Marketing Market Competitive Customer Persona Sales Talent Assessment Positioning Segmentation Development Product Management Management Program Solution Target Account Channel Sales Role/ Portfolio Market Definition Mapping Definition Strategy Job Design Modeling Inquiry Development (Attract) Product Portfolio Hiring Account Planning Segmentation- Persona-based Database Coverage Based Programs Campaigns Development Profiles Thought Launch Plan Training Benchmark Channel Media Strategies Leadership Targeting Development Programs Opportunity Creation (Engage) Product Roadmap Sales Management Automated Lead Automated Lead Solution-Level Tele- Scoring Routing Nurturing Qualification Marcom Individual Performance Mgmt. On-Demand Progressive Channel Lead Flow SLM Programs Profiling Optimization PR/AR Ongoing Opportunity Management (Convert) Development Business Case Product-Level Sales Brand Management Sales Process Development Nurturing Enablement Metrics & Rewards High Value Calls On-Demand Social Media Lead Recycling TeleSales Rewards To Action Programs Architecture Customer Life Time Value- Relationship Management MRM Sales Rep Goal Customer On- Case Study Cross-Sell /Up- Customer Setting Boarding Development Sell Satisfaction Mktg Talent Mgmt. Customer Customer Customer Best Customer Commissions Marketing Engagement Referral Practice Nurture Advocacy Strategy Management Operations Individual Marketing Salesforce Waterfall Performance Mgmt. Analytics Automation Automation Analysis Data Technical International Training/Onboardin Reporting g Management Bulldog Solutions. All rights reserved. www.bulldogsolutions.com © 2011 Integrations Alignment
18.
18 Generating Predictable Revenue
What is Predictable revenue? More tempered and true than a traditional forecast Executed correctly, provides a view of Revenue several quarters ahead Comes from the ability to measure accurately both Profitability and Efficiency from Sales & Marketing © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
19.
19 Core Metrics
Cost Per Lead Cost Per Sale Average Selling Price (ASP) Sales & Marketing Spend as Percentage of Revenue Revenue Growth © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
20.
20 Big Picture Metrics
Sales and Marketing Efficiency TAM (% of Ownership/Growth) Market Capacity ($) US Market Penetration YOY Market Growth/Loss Global Market Capacity/Penetration © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
21.
21 Measuring Sales &
Marketing Efficiency © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
22.
22 Total Addressable
Market (TAM) The Total Customers that your Addressable Market closest competitor (TAM) owns Prospects that your organization has identified Your Customers Customers that you have Lost or that have No Further Interest © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
23.
23 Importance of Reporting
& Dashboards Reporting must be clean, focused and specific Push reporting rather than pull reporting Consider displaying key metrics conspicuously Provide analysis with all reporting provided Good Data means more time to spend planning © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
24.
24 Q&A Christian Patrik Director, Solutions
Marketing Bulldog Solutions cpatrik@bulldogsolutions.com © 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
Notes de l'éditeur
Welcome to Demand Generation Benchmarking: Jump-Start 2011 by Comparing Yourself to the Highest Performers. We are really looking forward to sharing some data with you today, so let’s get started. I’m Amy bills…And with me is Naylor gray….
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