9 Months to Implement a

Predictable Revenue Engine

Develop a profitable, repeatable model for optimum revenue results

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Objectives of Approach

Develop predictable revenue

Align sales, marketing and finance

Mechanism allows early course

correction if lead or revenue

shortfall

Improve credibility of sales

and marketing with senior

management and the board

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Finance

Sales

Marketing

Typical Problems for B2B Execs

Inconsistent Revenue Production

“Missed” Quarters with Very Little or No Advance Notice to

Sr. Mgmt & Board

Marketing & Sales Each on Separate Tracks (Silos) – Doing

Own Thing, Maybe Infighting

Sales Reps May Be spending up to 60% of Their Time on

Internal Tasks vs. Interacting with Prospects and Closing

Business

CEO & CFO Frustrated at Lack of Accountability and Linkage

of Marketing Spend to Results

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Unique Facets of Approach

Marketing focus shifts to accepting responsibility for lead

generation

Filling funnel with quality leads

Providing sales enablement materials

Primary lead gen activities are focused on getting ML2 leads

(leads ready to take 30 min. appt with sales rep)

Campaigns have specific goals that are honed at the end of

each program

Secondary activities are ML1 leads, ads, events, campaigns,

and passive inbound activities

Set up process as a continuous improvement endeavor vs. a

project with an end date

5

The 9-Month Process

Understand

Goals

Process

People

Design &

Socialize

the Plan

Execute &

Fine Tune

(LRR)

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Understand Goals, Processes, People

Corporate Goals & Objectives

How is sales performing relative to goals (plus qualitative factors)

How is marketing performing & how are they measured

Overall, what are strategic & growth goals of sr. mgmt & investors

Processes

Understand sales & marketing workflows (and if defined at all)

How well do they coordinate (or not)

How do they work with other corporate depts, esp. finance

People

Skills inventory

Knowledge of customers & industry

Desire to learn & grow

Do they care? (passion for co., industry, dept, attention to detail)

Willingness to work as a team (within dept. & across co.)

Client Example...

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Design & Socialize the Plan

Pull together facets of predictable revenue process here

Link to corporate objectives – be sure the design has integrity to reach corporate goals

Figure out people, investments needed, external vendors, etc. to make the plan work

Build out the processes for lead gen, campaigns, working with sales, handling leads

Demonstrate metrics – how you’re going to be accountable

Engage senior management and key execs to build buy-in, i.e. how they’re going to succeed when sales & marketing work together as one

Build lead waterfall and budget that align with new approach

Client Example...

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Revenue-Aligned Budget Process

Corporate

Revenue

Goal

Lead

Waterfall

Campaign

Calendar

Marketing

Program

Spend Overall

Mktg

Budget

Break down leads

needed between

marketing & sales:

by product

by quarter

Mktg Sales

Set goals by

product by quarter

by campaign for

how goal achieved

Teleprospecting

Inside Sales

Webinars

Conferences

Web, E-mail, etc

Determine spend

mix based on

conversion rates

and Cost Per

Quality Lead

Build rest of

marketing: Branding

to support awareness

& staffing to run

campaigns and

process

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Execute & Fine Tune

Reorganize as needed

Invoke new marketing culture – wake up every day thinking leads first, then ads, conferences, PR. Leads and taking responsibility for revenue come first.

Contract with vendors, for lead gen, systems and interim staff as needed

Start on lead gen process workflows – with external vendor and with sales

Engage regular meetings with sales to communicate, discuss leads – coordinate campaign calendar & discuss programs, hear where sales is getting pushback from prospects

Track funnel metrics & lead goals against waterfall

Track performance against budget

Client Example...

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The Result Will Be...

• A revenue engine that produces predictable revenue

• Easier budget discussions. Budget will simply become linked to

the revenue goal

• Marketing resources spent far more efficiently

• Marketing and Sales will be on the same page

• More efficient customer & prospect touches

• Better visibility into your pipeline, early adjustments possible to

keep funnel shape on pace

• The Board, CEO, CFO, VP of Sales and VP of Marketing will

sleep at night

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