SBI, The Growth Advisory

This week on the SBI Sales and Marketing podcast, we spoke with Jack Whalen, VP of Marketing at Phillips 66, about marketing strategy development.

In our first segment, Jack identifies the difference between B2B and B2C marketing objectives, why investing in a lead generation program will support your marketing strategy and how compelling content can catapult your strategy to the next level.

Next, Jack shares his experience in experimenting with a lead development team and what the first phase of results looked like. Jack then delves into data tracking and how trends in numbers help tell a story about your current and potential consumers’ behavior.

In our last segment, Jack covers how to continue building an innovative marketing strategy in the face of a business acquisition.

This week on the SBI Sales and Marketing podcast, we spoke with Chris Cole, CEO of Intelligrated, about the role the CEO plays in the development of the sales strategy.

In our first segment, Chris shares how he managed to gain success and revenue with his company during a difficult economic cycle by listening to customers and crafting products and services that helped his customers succeed. He also discusses how strategically aligning your sales strategy to your customer needs is essential to your overall strategy development.

Next, Chris shares with us how he and his company differentiate themselves from others by offering more to their customer than just the product itself. In many ways, his team acts as strategic business consultants to their clients and, in return, they witness a very high percentage of repeat customers.

In our last segment, Chris discusses why developing a successful sales strategy requires the perspective of internal and external resources.

This week on the SBI Sales and Marketing podcast, we spoke with Jeff White, chief revenue officer of Extreme Networks, about designing a new sales strategy within the first 90 days of a new job.

In our first segment, Jeff describes how to become intimately knowledgeable of your business and how to properly analyze an organization in order to pinpoint where the transformative work needs to happen for a new sales plan.

Next, Lee walks us through Extreme Network’s corporate strategy, which focuses on being a product innovator. He also discusses the importance of arming your company with subject matter experts in order to gain a deep understanding of your customer and then being able to align your selling strategy accordingly.

In our last segment, Lee sends us off with tips on how to manage day-to-day sales and marketing deliverables while executing a 90-day sales strategy transformation.

This week on the SBI Sales and Marketing podcast, we spoke with Samir Joglekar, EVP of sales at Renaissance Learning, about how to lay out a new organizational structure for a company.

In our first segment, Samir shares the first things you should evaluate when looking at your organizational design in order to reconstruct the way your departments are currently set up.

Next, Samir offers guidance on how to incorporate a new channel to a long standing enterprise in order to gain a deeper connection and build better relationships with customers.

In our last segment, Samir sends us off with some tips on how to ensure you’ve supplied your team with the right resources for them to execute and maintain a newly implemented organization structure.

This week on the SBI Sales and Marketing podcast, we spoke with Joel Trammell, CEO of Khorus, about his corporate strategy approach detailed in his book, “The CEO Tightrope,” which describes how to keep your product, marketing and sales teams aligned.

In our first segment, Joel discusses what inspired him to write his book and lays out the five core responsibilities of a CEO required to build a corporate level strategy, including owning the vision, providing proper resources, building culture, making decisions and recruiting the right talent.

Next, Joel talks with us about his perspective as a board member after serving as a CEO and how to hire the right CEO for the job.

In our last segment, Joel walks us through the SCARF theory and how it relates to business strategy. He finishes by telling us how his company’s software product helps organizations maintain their strategic alignment from the top to bottom of a company.

This week on the SBI Sales and Marketing podcast, we spoke with Dave Rennyson, EVP and GM of the Cloud division at Genesys, about how to scale a SaaS company using corporate strategy.

In our first segment, Dave discusses how he and his team successfully moved their average deal size from $10,000 to $80,000 with sales management, product focus and strong network security.

In our second segment, we talk with Dave about how strategic alignment across all departments is necessary to help grow your company from a small- or mid-sized business to an enterprise, something many SaaS companies want to do but are unable to.

In our final segment, Dave shares with us how he was able to move from sales leader to president of his company as well as make the shift from functional management to general management.

This week on the SBI Sales and Marketing podcast, we speak with Lee Wood, SVP of sales operations, planning and strategy at Thomson Reuters, about building a successful sales operations strategy. In our first segment, Lee covers the basic structure of a sales operations department, the number of people needed, what roles they perform and how they are structured.

Next, we walk through how to identify, design and create a set of reports that consistently satisfy the needs of the executive leadership team and how to continue running your quarterly and annual strategic planning process. This includes sales training and why Thomson Reuters chooses to keep a sales enablement function as a part of their sales operations strategy.

In our last segment, Lee shares with us the reasoning behind his personal decision to make the leap from sales management to sales operations.

This week on the SBI Sales and Marketing podcast, we speak with Jim Tedesco, SVP of North American sales at Veeam Software, about strategic planning for sales in the enterprise software industry.

In our first segment, we discuss the planning process Jim and his team use to define a revenue goal for the upcoming year and the unpredictability that comes with introducing new software to companies.

In our second segment, Jim shares what data is required to drive a revenue growth strategy and your best resource to acquire it from.

In our final segment, we look at determining a budget to make your projected quota, how to allocate it and how to secure it from your company.

We recently caught up with Ed Puisis, who is the CFO of Intelligrated. Intelligrated is a $700 million industrial automation company growing 20% per year and is forecasted to hit $1 billion in just a few short years.

We asked Ed to share with us his views on Sales and Marketing, from the perspective of the CFO. The Chief Financial Officer is a key player in the development of the sales and marketing strategy but is one that is often overlooked in its development. This podcast is meant to offer insight into how finance, sales, and marketing can work together. You can listen to the podcast here.

By listening to this interview you will learn how to:

- Build KPIs correctly

- Connect sales/marketing KPIs to corporate KPIs

- Measure process effectiveness

- Move beyond activity metrics and get to causation

If you are a Sales or Marketing Leader and need a better relationship with the CFO, you might find this helpful.

Mark Synek of SBI talks to Rich Doggett, a twenty-year marketing veteran, and the VP of Field Marketing at Sysco Corporation. They discuss direct marketing, and how to apply corporate marketing strategies to field marketing. Also discussed is the importance of balancing internal and external customer needs. Follow along with Mark and Rich to find out how important buyer potential is, and why you should be getting away from product marketing and getting involved with customer marketing.

We recently interviewed Rich Doggett, Vice President of Product and Field Marketing at Sysco. Sysco is the largest food distributor, does $45 billion in annual revenues, has 50,000 employees, and over 400,000 customers.

By listening to this podcast, you will learn:

- How product marketing can partner with the field sales team.

- An approach to think through which products should be sold through which channel.

- Examples of how to grow wallet share from key accounts.