The Incorporation of the CRO in Your Organization

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

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

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


4

A Lot of Noise Around Revenue


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


6

Focus Across Whole Funnel

Marketing

Chief Revenue Officer
?

Sales

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


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


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.

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


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)


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


13

Poll Question


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?


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


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


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

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


19

Core Metrics

 Cost Per Lead

 Cost Per Sale

 Average Selling Price (ASP)

 Sales & Marketing Spend as Percentage of Revenue

 Revenue Growth


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


21

Measuring Sales & Marketing Efficiency


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


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


24

Q&A

Christian Patrik
Director, Solutions Marketing
Bulldog Solutions
cpatrik@bulldogsolutions.com


The Incorporation of the CRO in Your Organization

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