Sales & Marketing

SALES

Our Sales Practice provides provides experienced technology Chief Sales Officers and senior sales professionals to deliver due diligence, sales transformation, strategy and execution consulting services to technology, professional services, and health care/life sciences organizations.

Click on our services and solutions below or contact an office to see how we can help you.

Problems We Solve

How do we increase our pipeline health and forecast predictability?

Creating a predictable sales cadence, accurate forecasting and increasing pipeline performance are critical factors in effective sales pipeline management in order to accelerate revenue timeliness.  Determining buyer alignment, sales milestones with verifiable outcomes and confidence factors increase forecast accuracy and revenue predictability.  CSO’s focus is the highest and most efficient use of our client’s capital in generating revenue.  We work with senior management teams to build growing, scalable, and predictable revenue engines.

How do we increase our revenue quality and sales margins?

Revenue quality and margin are powerful indicators of company growth momentum and a unique management guide that provides both confirmation of results from strategic and tactical actions and early warning of pending problems.  Three key metrics reflect the sustainable increase in market value of companies: pipeline, gross margin and revenue, and forecast accuracy.  Our salesforce experts work with leaders of your sales organization to instill new methods and best practices into the operational cadence and management systems of your organization which ensure higher customer satisfaction through higher customer value, build relationships to lower contract renewal price compression and preserve margin thresholds.

How do we increase our sales efficiency and productivity?

Determining the right sales model and organizational structure can impact your ability to optimally scale the operation so the technology and market potential can be realized.  Determining the appropriate go-to-market strategy including the right price for your solutions, licensing arrangements, capturing that strategy’s relevant costs and sales process is crucial in developing the right activity model.  Understanding the effect that business model changes will have on your company’s operations is a critical component of optimizing your chances for success.  TechCSO partners have experience with many different business and sales models and accompanying structures in different industries, and can provide valuable insight into the benefits or pitfalls of the various choices.

How do we accelerate performance and retain and mentor top talent?

Great performance requires more than effort, commitment, intelligence, and hard work. Great performance requires feedback, reflection, and continuous improvement.  Effective mentoring and coaching is one of the best ways to increase sales performance.  Precision and feedback delivery makes an enormous difference in value and effectiveness.

Sales managers are responsible for coaching and mentoring sales team members.   Many times, however, sales managers are hired from the sales ranks based on their sales success.  Executives make the false assumption that individuals who are great at selling will also be great at coaching others.  These are very different skill sets.  CSO partners help clients by developing an Office of Sales Performance that provides sales managers with critical coaching skills, including:

  • Individual performance coaching
  • Opportunity and account lifecycle coaching
  • Sales management and executive coaching

To be effective, mentoring programs have to provide a substantial amount of skill practice in modeling behavior and experiential learning.  Sales managers and executives learn techniques to affect behavior change and execution skills which accelerate performance that typical branded sales training courses do not achieve.

How do we retain customer loyalty, decrease margin compression and up-sell products and services?

Companies have found themselves squeezed in today’s business environment.  Operating costs have risen but the market has not accepted price increases to cover those costs. As matter of fact, many companies have often been forced to lower prices or increase promotions to stimulate demand.

Great companies don’t just win new customers, they bring them back for more. Right now, building relationships with current customers is of the utmost importance, since belt-tightening consumers choose to buy from businesses they know and trust.

CSO Partners work with our clients to develop strategies to deliver, document and effectively communicate business value, setting the stage for proactive renewal strategies and decreased margin pressure.

How do we align sales and marketing to articulate our value, differentiate ourselves and accelerate pipeline development?

Demand Generation. Lead Generation Program Design and Execution provides a steady stream of qualified leads to our clients for their sales force and channel partners.  The proper program combines efficiency, the lowest cost per qualify lead, and effectiveness, a high closing rate.

Message Optimization. Message Optimization enables our clients to match their message to the individual, differentiate themselves from the competition, and convey value that drives a prospect to action.  Optimization aligns all of the organization’s resources from marketing through sales for the greatest market impact.

SALES SERVICES AND SOLUTIONS

Sales Strategy & Planning Services: Go-to-Market Planning and Execution insures the maximum return on capital by identifying the customer segments and matching coverage that yield the highest revenue and profitability in the shortest timeframe.  Successful businesses evolve from a sound strategy and go-to-market planning.  CSO partners are experienced in providing strategic consulting and advisory services for technology businesses at all stages.

Go to Market Plan Preparation. Preparing a go to market plan can be a daunting task for anyone while leading a demanding business.  Determining the appropriate go-to-market strategy including addressable market, the right mix of channels, price for your solutions, licensing arrangements and additional revenue streams, and capturing that strategy’s relevant revenues are crucial in developing the right sales model.  CSO partners are experienced in collaborating with management to develop concise go to market plans that effectively communicate the opportunity, market and competitive advantages, and growth strategy that will resonate with stakeholders.

Growth & Distribution Strategies. As a business moves past the initial revenue phase, determining the growth and distribution strategy becomes extremely important.  Developing channel distribution, referral arrangements, OEM agreements and international offerings introduce complications to a business that affects costs, margins, and capital.  CSO partners can help navigate around the potential pitfalls that a growing business encounters.

Sales Organization Structure. Determining the right organizational structure can impact market acceptance and revenue acceleration as well as cash flow and maximum financial success at exit.  CSO partners have experience in evaluating these organizational structures and advising clients on the costs and benefits of each.

Sales & Quota Plan Preparation. Preparing a sales and quota plan is critical to setting proper revenue, individual performance and financial expectations.  CSO partners are experienced in collaborating with management to develop concise sales, revenue and quota plans that effectively communicate the market opportunity and competitive advantages, and compensation plans that will drive the right behavior.

Sales Process Optimization & Alignment Services:

Sales Process & Model Optimization. The financial success and market viability of businesses can be significantly accelerated by the development and implementation of the right sales process and model design.  Understanding different sales process and model advantages and how to achieve buyer alignment is a critical component of optimizing your chances for success.

Sales Process Optimization and Alignment provides our clients a framework identifying the best practices, accountability, and rules of engagement for each member of the virtual sales team from lead generation to close.  Armed with the framework the management team can focus on the discipline of execution, measurement, and refinement.

CSO partners have experience with many different sales models in different industries, and can provide valuable insight into the benefits or pitfalls of the various choices.

Sales Tools & Enablement. Sales productivity tools accelerate efficiency, sales and partner team collaboration and shortened sales cycles by complimenting an organization’s existing CRM.  CRM alone does not address all of the sales lifecycle challenges faced by many end-users.

Sales productivity tools design closes this gap for our clients. An added benefit is that many of these tools are highly configurable and fully integrated with CRM applications, so that sales professionals and teams can collaborate within one environment rather than interacting with multiple applications and tools in search of relevant information.

CSO partners have implemented all major CRMs and designed complementary tools and applications to enhance sales and partner team performance.

Sales Management & Mentoring Services:

Creating Top Performers. Sales coaching is an ongoing and dynamic series of job-embedded interactions between a sales manager and sales rep, designed to diagnose and correct or reinforce behaviors specific to that individual. Studies indicate that sales coaching can, and will, increase sales rep performance by up to 20% as well as increasing team morale and job satisfaction, lower attrition rate, particularly with top performers.

Sales Management and Mentoring helps our clients’ sales managers coach behaviors and not numbers.  When sales reps receive skills training, the effectiveness of their coach plays a large role in their retention of the information.  A recent Gallop study indicated that 87% of sales rep training is lost without good follow-up and coaching by their manager.  The coach’s ability to reinforce their learning’s not only ensures constant performance improvement, but also realizes the return on the training investment.

Sales Leadership. Today’s market challenges and dearth of talented sales managers make it critical to quickly empower sales managers with a foundation in leadership and management fundamentals to create a high performance sales culture and people through leadership principles and expectations.  In addition, coaching pipeline and forecast performance

CSO partners mentor sales managers to accelerate performance and maximize employee performance through immediate impact to the organization.  The right approach, interaction and individual mentorship helps managers quickly assess, acquire, onboard and retain the best, brightest and most culturally aligned talent and effectively resolve performance issues.

Sales Operations & Metrics:

Sales Forecasting, Modeling and Pipeline Management. Sales forecasting and pipeline performance is critical to quality and timely revenue growth.  Sales milestone with verifiable outcomes and confidence factors increase forecast accuracy and revenue predictability.  CSO partners’ experience managing direct and indirect channels, partnerships and joint ventures and responsibility for quarterly forecasting for early, mid-stage and mature organizations make this a core competency.

Marketing Alignment:

Referring to revenues, some people believe in the saw “grow or die,” without taking into account the other side, “grow and die.” The distinction between the two is in revenue margin level and the time span in which revenue growth takes place. Rapid revenue growth might or might not lead to higher profit, but it always leads to increased cash needs for working capital. Revenue growth can also exert short-term strains in company operations that could cause problems with product quality or productivity, late deliveries, poor customer support, and excessive costs.

Where, how, and when to grow in revenue are key considerations when you’re establishing a strategic approach to both growth and profit. Sometimes a focused push to raise revenue level can inhibit long-term operating profit if better marketplace opportunities are sidetracked by the effort. The only road to long-term profit growth is sorting out revenue opportunities and staying within a well-thought-out strategy that provides opportunity for long-term growth in revenue margin, not just revenues

Demand Generation. Lead Generation Program Design and Execution provides a steady stream of qualified leads to our clients for their sales force and channel partners.  The proper program combines efficiency, the lowest cost per qualify lead, and effectiveness, a high closing rate.

Message Optimization. Message Optimization enables our clients to match their message to the individual, differentiate themselves from the competition, and convey value that drives a prospect to action.  Optimization aligns all of the organization’s resources from marketing through sales for the greatest market impact.

CONTACT A PARTNER

Contact one of our Sales Practice Partners or Managing Partners below.

Mike Allred, Partner – Sales (Atlanta)

Ken Barwick, Partner – Sales (Atlanta)

Eddie Birchfield, Partner – Sales (Atlanta)

Doug Levin, Partner – Sales, Marketing & Technology (Boston)

Brad Milner, Partner – Sales (Atlanta)

Rick Nichols, Managing Partner – Sales & Marketing (Atlanta)

Matt Oess, Partner – Sales & Strategy (Atlanta)

Chris Pariseau, Partner – Sales (Atlanta)

Click to view or download PDF of TechCXO Strategy, Marketing & Sales Brochure

[icon]

MARKETING

The Marketing Practice provides experienced CMOs and senior marketing professionals for retained and project-oriented engagements. Partners have at least two decades experience in the trenches – starting, leading and growing marketing departments in emerging and large technology companies.  In addition, several of our partners have significant agency experience and are thus well-suited to managing outside relationships.

Flexible and agile, CMO partners can tailor an engagement to your specific needs.  Typical ways clients engage us include:

  • Retained Interim CMO
  • Marketing Strategist and Operations Director
  • Coaching/Advising the Vice President of Marketing
  • Turnaround Marketing Executive
  • Assessment and recruitment of marketing talent
  • Due Diligence of potential investments
  • Post Due Diligence

Problems We Solve

We solve problems in these areas:

• Predictable revenue and forecast accuracy
• Complex decision-making process
• Long selling cycles
• Multiple buyers, influencers and sales channels
• Limited access to target audiences ― gatekeeper
• Confusing competitive set and landscape
• Attacks from leaders, challengers and/or laggards
• Complicated story to tell
• Balancing communications between corporate brand and product brands
• Threats due to industry focus on innovation and business model reinvention

Marketing Services and Solutions

Strategy 

We create and manage strategic marketing and sales plan to impact Key Performance Indicators (KPIs), including:

  • Improved Market Analysis Improved Product / Service Innovation
  • Improved Competitive Analysis
  • Improved Business Plan and Model
  • Improved Product Roadmap
  • Improved Pricing Strategy
  • Improved Distribution Strategy

We answer these strategic marketing questions:

“Why are we lagging in new product innovation?”
“How do we get a better handle on the market?”
“Not sure what other markets to enter…”
“Our competitors seem to outflank us…”
“We need help with our business plan.”
“VCs need to see our full business plan.”
“Our product roadmap is all over the place.”
“Should we combine these products into one?”
“Our pricing models don’t’ make sense.”
“We don’t know how much the market will bear?”
“We have channel conflict.”
“Our distribution strategy is cumbersome.”

Planning

We take you through the next step in mobilizing and implementing your strategic plans to impact Key Performance Indicators (KPIs), including:

  • Improved Positioning & Messaging
  • Understanding Buying Process
  • Understanding Buyer Personas
  • Articulating Quantifiable Differentiators & Value Props
  • Effective timely Launch
  • Better Content Management
  • Talent Acquisition, Optimization Retention & Competitive Compensation

Readiness & Execution

We put the operational infrastructure in place to meet your goals and objectives and execute the strategic plan with full implementation, measurement and adjustments.

Through these services…

– Effective Analyst & Public Relations
– Improved Measurement & Analytics – Effective Coaching
– Fractional CSO & CMO engagements

We achieve these outcomes…

– Increase industry recognition, market share and revenue by introducing new brand scheme, delivering new business strategy, and enriching content

– Tracking and reporting on pipeline opportunities and focusing on the most winnable business opportunities increases close rates for all deals

– Getting the Same Result or Production from an outsourced employee vs a Full Time Employee increases revenue, improves asset and labor productivity and eliminates cost.

CONTACT A PARTNER

Please contact a Marketing Partner to learn how we can help you.

Paul Brobson
Doug Levin, Partner – Sales, Marketing & Technology (Boston)
Chuck Jones
Joni Merkel

BROCHURES & DOWNLOADS

Download the TechCXO Strategy, Sales & Marketing Brochure (PDF)