SBI, The Growth Advisory

Product leaders must set up their marketing and sales team for success. If they don’t, those teams have no chance of accomplishing their objectives. Listen to our recent podcast on this topic. It’s an interview with Todd Wells, the Senior Vice President of Product Development at Frontier Communications. Frontier is a $11 billion dollar telecommunications provider that has been around since 1935.

During this interview, Todd will answer questions such as:

- How do you determine which markets to compete in?

- How do you determine the cost to build, market, sell, install, and support a product?

- How do you work with marketing to develop messaging?

- How do you work with sales to enable them to sell the new products?

We use SBI’s 6 Step Revenue Growth Methodology to guide our conversation. If at the end of the show you’d like a copy, we’ll let you know how to get it.

As we begin the last month of Q1, sales leaders should be focused on executing their strategy. In order to execute, you must enable your sales team with the tools they need. Click here to listen to our podcast on this topic. It is an interview with Bill Quinn, the Chief Operating Officer of the global sales organization at Broadridge. Broadridge does just under $3 billion per year in annual sales. Bill describes how he drives excellence in sales enablement throughout this large organization.

During this interview, he will answer questions such as:

- What should the objectives of the sales enablement team be?

- Who should own sales enablement?

- How do should you develop sales enablement content?

- How can you drive the adoption of the sales enablement program?

The sales enablement team needs a well thought out strategy to support the sales organization. But too often organizations have a series of tactics masquerading as a strategy. It causes execution issues, and the effort becomes fractured across the organization.

If you want to be sure you get it right, listen to the podcast now for Bill’s insights. His experience will help set sales enablement leaders up for success.

Are your product and sales strategies aligned? Too often companies miss their number because these teams are not on the same page. Listen to our recent podcast on this topic. It’s an interview with Inna Kuznetsova, the President of Inttra Marketplace. The company offers container booking, shipping instructions, and tracking services via its SaaS offering. 21% of the world’s trade begins at Inttra.

As President, Inna has responsibility for strategic alliances across the organization. While at IBM, she developed a solution to misalignment between product and sales. She now uses this process at Inttra, and will walk our audience through the concept.

During this interview, Inna discusses:

- The concept of a Product Council.

- How she develops the product road map.

- How she launches a new product.

- How to determine which channels your buyers prefer.

- How a product should be marketed, sold and bought.

Are your territories balanced? And have you placed the right reps in the right territories? This is no easy task. If you are one of many that struggle with this issue, listen here. It’s an interview with Charles Race, the Executive Vice President of Field Operations at Informatica. Informatica is an enterprise software company with approximately $1 billion in sales and 6,000 employees.

Charles’ experience uniquely qualifies him to give advice on this subject. He has implemented an excellent process at Informatica. Specifically, he has succeeded at territory planning and headcount relative to quota capacity.

During this podcast, Charles answers questions like:

- How do you determine the potential of each account?

- How do you determine the optimal size of each territory?

- How do you design balanced territories?

- How do you assign quotas for each territory?

To guide our conversation, we use SBI’s playbook, “How to Make Your Number in 2016.” We walk through how to allocate territories for maximum revenue potential. We’ll also let you know how to get a copy at the end of the episode.

Have you integrated your product road map with your go-to-market strategy? Most executives think they have. But in reality, their go-to-market strategies are a collection of tactics versus a coherent plan. If you suffer from this problem, listen to this podcast.

It is an interview with John deLorimier, the EVP, Chief Sales and Marketing Officer at Concentra. Concentra is a national healthcare company that focuses on improving America’s health, one patient at a time. They operate 330 medical centers in 40 states.

During this interview, John discusses:

- Concentra’s corporate, product, marketing, and sales strategy

- How he integrates to company’s product strategy with his go-to-market strategy.

- How to establish launch goals, and understand launch risks. • Who is responsible for content creation and for training the sales team on the new offering.

- How to measure progress against the launch objectives.

We use SBI’s 6 Step Revenue Growth Methodology to guide our conversation. If at the end of the show you’d like a copy, we’ll let you know how to get it.

Welcome to the SBI Sales and Marketing podcast. We're joined by Marc Osofsky, the Senior Vice President and General Manager at Lionbridge Technologies, to discuss how to accelerate revenue growth by entering new markets with new products using a thorough product strategy.

In our first segment, Marc tells us how he located his hidden growth opportunity by using various forms of detailed market research. Leveraging this research is how Mark and his CEO worked together to build a business product strategy that aligned with the overall corporate strategy.

Next, Mark walks us step-by-step through the various stages of his product strategy process including determining objectives, developing a brand promise for a new set of customers, sizing up the competition and building a differentiated set of capabilities that allowed Lionbridge to win in the new product market. Mark then discusses how he and his team built their product roadmap and goes into detail about the various things encountered like developing and integrating the product, marketing, sales and HR strategies into the broader strategy for this new market.

In our last segment, Mark sends us off with three tactics on product strategy you could put into effect in year one, year two, and year three in order to help continue making your number.

Welcome to the SBI Sales and Marketing podcast. We're joined by Paul Loftus, the Vice President of Sales and Revenue Retention at the tax and accounting division of Wolters Kluwer, to discuss building a sales strategy that helps support your sales transformation all the way through.

In our first segment, Paul shares with us an example of a current sales transformation he’s experiencing, what caused the need for it in the first place, the objectives of the transformation and its results.

Next, Paul walks us through the nitty gritty process of how he carried out the new sales strategy in order to implement the sales transformation. We also discuss how to engage with customers, the changes made to the organizational structure, how he and his sales team managed to launch a new sales channels during the transformation, as well as, how he handled the company talent profile augmentation. We then touch on the obstacles and mistakes Paul encountered thus far in implementing the new sales strategy transformation.

In our last segment, Paul sends us off with three immediate tactics sales teams can implement to successfully execute a sales transformation.

Welcome to the SBI Sales and Marketing podcast. We're joined by special guest, Dave Howard, Senior Vice President of Sales Operations at FIS, a global leader in banking and payment solutions, to discuss sales operations.

In our first segment, Dave draws on his 15 years of experience in sales and operations planning to discuss how sales operations leaders can set their companies up for success by developing a great sales ops strategy.

Next, Dave talks about the three sales and operations planning objectives he sets for his sales ops team and his rock-solid sales operations processes.

In our last segment, Dave discusses his company’s approach to data architecture, sales analytics, dashboards and technology tools. He then shares insights on how his sales ops team interfaces with the rest of FIS’s 40,000+ employees.

Welcome to the SBI Sales and Marketing podcast. We're joined by Laura Goldberg, chief marketing officer at LegalZoom, to discuss how CMOs can set their businesses up for success with a comprehensive marketing plan designed with your customers’ and company’s needs in mind.

In our first segment, we go step-by-step through the research Laura conducts to determine her market segmentation and which trigger events her demographic responds to best.

Next, Laura walks us through aligning her company’s product strategy and sales plan to her marketing campaign and then through dispersing her comprehensive plan across a large media mix.

In our last segment, we discuss the challenges of creating useful content and how to navigate selling to your B2B clients versus B2C clients.

Welcome to the SBI Sales and Marketing podcast. We're joined by Lori Chmura, the Vice President of US Sales for Cordis, to discuss how to deploy a custom sales process.

In our first segment, we discuss how modern purchasing methods have outgrown the traditional sales process and how Lori has tailored her sales process to meet her customers’ changing purchase behaviors.

Next, we look at the pain points in following the consumers along their buying journey, exit criteria, rep adoption and tracking metrics.

In our last segment, Lori shares her usage of modern tech to ramp up inventory tracking, her approach to sales training and the first three steps to building out a modern, bespoke sales process.