1. The Incorporation of theCRO 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. 2Why 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. 3Where 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 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 4. 4A Lot of Noise Around Revenue 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 5. 5What is a Revenue Strategy? Thinking about Revenue all along the funnel not justthis months pipeline Is having the ability to increase or decrease effortsacross the funnel to drive predictable revenue. The ability to understand which dials to turn. Visibility and planning helps to better understandwhere to make investments to fortify funnel stages 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 6. 6Focus Across Whole Funnel Marketing Chief Revenue Officer ? Sales 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 7. 7This Approach Makes Great Sense Sales & Marketing organizations sharing the samenomenclature and goals helps us deliver on theRevenue-Based Business Cases that we develop forour clients.New Thinking 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 8. 8The Bulldog Perspective We typically work with Marketing leaders with the end-game, thepromise of Revenue When organizations are missing the middle fulfilling the promise ismore challenging. Each part of your strategy should be aligned to theAttract, Engage and Convert stages of the Sales Funnel Stronger alignment through the funnel means a more holisticapproach to the funnel, investing when and where the value ishighest 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 9. 9Who Does the CRO Most Resemble? CEO? CFO? CMO? CSO?A Strategic role above Sales and Marketing, theCRO has bigger picture objectives that crossinto territories, typically Handled by CEO andCFO. 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 10. 10CRO/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 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 11. 11CRO/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) 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 12. 12CRO/CTO Shared Objectives Ensuring that investments in Technology that enableSales and Marketing are appropriate and aligned todrive efficiency and impact Development of plans to best manage, build, enhanceand measure database growth Effective provisioning and utilization of Sales andMarketing tools Education on how to use tools/platforms 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 13. 13Poll Question 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 14. 14Which 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 ourOrganization will ascend to this position Our Organization does not have plans to fill this role Unsure/Unknown? 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 15. 15CRO Alignment Having a Chief Revenue Officer does not mean that you havealignment between Sales & Marketing. RPM (Revenue Performance Management) is absolutely the rightapproach RPM takes alignment (Tactically and Culturally) to succeed Alignment Strategy and Execution including Marketing -Led SalesEnablement programs are top priorities for the CRO 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 16. 16Sales & Marketing AlignmentKey Tenets Sales Process Marketing Alignment AreasProcessCRM MAPSales Hiring StrategyPlanningPlanning TAM/SAM/SOM Acquiring LeadsManagement Roadmap DataForecasting New Markets EventsSelling NomenclatureCampaignsTraining Goals Lead ManagementRewarding Revenue TrainingConsulting ProgramsMediaEngineering Sales EnablementBrandingClosing Relationship Mgmt.Product Mgmt.Revenue AnalysisSocial StrategyChannel PRDemos 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 17. 17The Anatomy of World-Class Sales & Marketing IntegrationSalesSalesPlanning/Strategy Marketing MarketingMarketCompetitive Customer Persona Sales Talent AssessmentPositioningSegmentationDevelopment Product Management ManagementProgram SolutionTarget Account Channel Sales Role/ PortfolioMarket Definition Mapping Definition Strategy Job DesignModeling Inquiry Development (Attract)Product PortfolioHiringAccountPlanning Segmentation- Persona-based Database CoverageBased ProgramsCampaigns DevelopmentProfilesThought Launch Plan Training BenchmarkChannelMedia Strategies Leadership TargetingDevelopmentProgramsOpportunity Creation (Engage) Product RoadmapSales ManagementAutomated LeadAutomated Lead Solution-Level Tele-Scoring RoutingNurturingQualificationMarcom IndividualPerformance Mgmt. On-Demand ProgressiveChannelLead Flow SLM Programs Profiling Optimization PR/AROngoingOpportunity Management (Convert)DevelopmentBusiness CaseProduct-LevelSalesBrand Management Sales Process Development NurturingEnablementMetrics & RewardsHigh Value CallsOn-Demand Social Media Lead RecyclingTeleSalesRewardsTo Action Programs Architecture Customer Life Time Value- Relationship ManagementMRM Sales Rep GoalCustomer On-Case StudyCross-Sell /Up- Customer Setting Boarding Development SellSatisfaction Mktg Talent Mgmt. Customer Customer Customer Best CustomerCommissionsMarketingEngagement Referral Practice Nurture AdvocacyStrategyManagementOperationsIndividual Marketing Salesforce WaterfallPerformance Mgmt. AnalyticsAutomation Automation AnalysisData Technical International Training/OnboardinReporting g Management Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 2011 Integrations Alignment 18. 18Generating Predictable Revenue What is Predictable revenue? More tempered and true than a traditional forecast Executed correctly, provides a view of Revenueseveral quarters ahead Comes from the ability to measure accurately bothProfitability and Efficiency from Sales & Marketing 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 19. 19Core Metrics Cost Per Lead Cost Per Sale Average Selling Price (ASP) Sales & Marketing Spend as Percentage of Revenue Revenue Growth 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 20. 20Big Picture Metrics Sales and Marketing Efficiency TAM (% of Ownership/Growth) Market Capacity ($) US Market Penetration YOY Market Growth/Loss Global Market Capacity/Penetration 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 21. 21Measuring Sales & Marketing Efficiency 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 22. 22 Total Addressable Market (TAM)The TotalCustomers that yourAddressable Market closest competitor(TAM) ownsProspects that your organization hasidentifiedYour Customers Customers that youhave Lost or that have No Further Interest 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 23. 23Importance 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 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 24. 24Q&AChristian PatrikDirector, Solutions MarketingBulldog Solutionscpatrik@bulldogsolutions.com 2011 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com