alignment: the key to high growth - masstlcalignment: the key to high growth october 26, 2018 john...

© 2018 SiriusDecisions. All Rights Reserved

Alignment: The Key to High Growth

October 26, 2018

John Neeson

Managing Director and Co-

Founder@jneeson

@siriusdecisions 2 © 2018 SiriusDecisions. All Rights Reserved

Our clients' corporations

generate $3.5 trillion in

revenue around the world.

High growth companies have

unique attributes.

Our Focus: B2B and B2B2C

Marketing, Sales & Product

Functions

PreliminaryHigh Growth

Who We Work With


• 19% higher growth than peers

• 15% more profit

• NPS 18% Improvement

• Time to Market Improvement

• 20% CLT Improvement

• Sustained Market Leadership

• Efficient Marketing Spend

• Sales ASP and Velocity Improvement

Marketing Creates Alignment and Alignment Equals Growth

Market Competitiveness Efficiency Alignment

• Industry Growth

• Market Conditions

• Relative Pricing

• Product Positioning

• Innovation

• Profitability

• Sales and

Marketing Spend

• Financial

Performance

• Interlock Processes

• Measurement

System

• Service Level

Agreements

• Pipeline Impact

What is the Impact of Alignment

Why Do Companies Grow?

Alignment

Innovation

+

Efficiency

Market

Growth

10% - 36%

12% - 34%

48% - 79%

Why It Matters

@siriusdecisions 4 © 2018 SiriusDecisions. All Rights Reserved© 2013 SiriusDecisions. All Rights Reserved

Inflection Points

• Businesses have unique inflection

points of growth

• Sales marketing and product must

change at each stage

• Success is achieved through

alignment

• Failure to align requires market

dynamics and product superiority to

succeed


Strong Alignment Drives Sustainable Success

Direct Revenue Engine

Alignment

Revenue Growth

Increases of up to 36%

Profitability


Indirect Revenue Engine

Alignment

Revenue Growth


Profitability


Customer Engagement

Alignment

Revenue Growth


Profitability


Innovation

Alignment

Revenue Growth


Profitability


Brand Experience

Alignment

Revenue Growth


Profitability


Employee Engagement

Alignment

Revenue Growth


Profitability

Increases of up to 17%6

1

2

3

4

5

Drives

Drives

Drives

Drives

Drives

Drives

Source: SiriusDecisions Command Center™, 2018


$0-$50Getting Focused

6


What do High Performing Companies Do Differently?

Sales execution is focused on data and

processes to quickly adjust to new ways

of selling. The first days are the hardest.

• Sales Operations

• Cloud Tech Stack Integration

• Processes and SLA’s

• Data management and analytics

• Focuses Technology Infrastructure

• Sales Bookings

Improvement

• ASP 15%+ Retention +

• Sales Velocity Impact

• Onboarding

Creation of comprehensive demand

generation model to impact all sales

channels. Generates inbound,

outbound efforts around the entire

client and prospect lifecycle.

• Value or Volume Based Model

• Digital First / Digital Support

• Lead Nurturing Framework

• SDR Model

• Programmatic / Automated Programs

• 30% New Logo

Improvement

• Onboarding

Improvement

• Marketing ROI

Focus sales and marketing efforts

around an integrated buyers journey,

this is not a sales process which is an

internal set of activities.

• Sales and Marketing Aligned Framework

• Nurture Based Campaigns

• Assets Structured Around the Journey

• Connects Portfolio to Persona Need

• 20% Campaign

Improvement / content

• New logo success with

ABM or Volume

campaigns

• Solution alignment

What? How? Impact?

Buyers JourneyAlignment of sales and marketing efforts

through improved buyers journey and

program alignment

Demand ModelCreate systemic demand generation

programs directly impacting sales

Sales Execution

Sales productivity is focused on early with

data and process focus


Productivity Quotient

SiriusPerspective: Sales

leaders desire data-driven

analysis constructed

through peer-set

comparisons

to support decisions

on change initiatives.


Buyer’s Journey Map: LOB Leader

Simulated

Facilitated

Orchestrated

Influenced

Fully

Significantly

Moderately

Slightly

Not at all

Decision Maker

High Influence

Average Influence

Low Influence

No Influence

Education Solution SelectionBuying Phase

Buying Decision

Stage

Loosen Status

Quo

Commit to

Change

Explore Possible

Solutions

Commit to a

Solution

Justify the

Decision

Make the

Selection

LO

B L

ead

er

Inte

ract

ion Non-

Human

Human

Co

nte

nt Asset Type

1. Analyst Report

2. Case Study

3. Brochure

4. Sales Presentation

5. No Asset

6. Article/Publication

7. Article/Publication

8. Video

9. No Asset

10. Case Study

11. No Asset

12. No Asset

13. Analyst Report

14. No Asset

15. Infographic

16. Sales Presentation

Delivery

Channel

1. Landing Page

2. Web Site

3. Web Site

4. Sales Call

5. Reference Call

6. Web Site

7. Web Site

8. Sales Call

9. Sales Call

10. Web Site

11. Analyst Call

12. Sales Call

13. Web Site

14. Reference Call

15. Third-Party Web Site

16. Sales Call

En

gag

em

en

t

Presence

Authority

6

CustomerService Rep

ExecutiveIndustry Analyst

Provider Web Site

1

Customer Reference

(Vendor)

Access Free Trial

LiveVendorWebinar

SalesRep

Search Internet

13

CustomerReference (Buyer)

Provider Web Site

Syndicated Content Site

SalesRep

15

16129 11 142 54

3 7

User Reviews

8

Provider Web Site

Virtual Event

10


Develop Marketing Strategy

and Plan on a Page

Marketing Leader

Brand Awareness and

PerceptionIn-Person

PR/AR/IR Virtual

Social Media

Communications Events

Execute Campaign Programs

and Tactics

Lead Management Process Between

Marketing, Tele and Sales

Lead Scoring, Nurture and

Pipeline Acceleration

Retention and Cross-Sell/Upsell

Campaign and Demand Execution

Process Creation and

Adoption

Data and Systems

Management

Reporting, Analysis and

insights

Marketing Operations

Web Site Updates and

MeasurementSEO Execution and Measurement

SEM Execution and

Measurement

GROWTH READINESS AND

STRATEGIC PLANNING

Business/Sales

Strategy

Customer Experience

Strategy

Product

Roadmap

Marketing Competencies

Gather Market

Intelligence

Define Audience Framework and

Personas

Create Value Proposition and

Messaging

Customer Experience

Strategy

Product Marketing

Interpret Buyer Insights Content PlanningPlan Campaign Programs and

Tactics

Campaign and Demand Planning

= Iterative work

Note: Boxes represent work that needs

to be performed, not individuals

How the Marketing Work Flows at Emerging Companies

REV

EN

UE

MA

RK

ET

ING

MA

RK

ET

ING

EX

EC

UT

ION

PER

FO

RM

AN

CE

MEA

SU

REM

EN

T


$50-$300Scaling the Engine

1

1



Sales and marketing content, programs,

technology and process integration to

impact sales productivity and customer

lifecycle management.

• Sales Playbooks / Content Tools

• Cloud Tech Stack Integration

• Processes and SLA’s

• Data management and analytics

• Technology Infrastructure

• Sales Bookings

Improvement

• ASP 15%+ Retention +

• Sales Velocity Impact

• Onboarding

Creation of comprehensive demand

generation model to impact all sales

channels. Structured market operations

function.

• Two Distinct Waterfall Models

• ABM Marketing Model + Volume

• Unique SLA’s for Each Model

• Marketing Operations

• Comprehensive Technology Stack

• 20% New Logo

• 15%+ Upsell / Cross Sell

Impact

• Retention Improvement

• New Marketing ROI

Expanding from the buyers journey to

include the entire life cycle experience.

This entails looking at impacting

acquisition, upsell / cross sell and

retention.

• Customer Life Cycle Model

• Customer Success Organization

• Onboarding Campaigns

• Retention Campaigns

• Cross Sell / Upsell

• Retention Improvement

• Issue Identification

• NPS Improvement

• 30% performance

improvement

What? How? Impact?

Customer LifecycleFocus marketing efforts around the entire

buyer and customer journey

Demand / OperationsVolume and Value based demand

generation models working in concert

Sales Enablement

Alignment of sales and marketing efforts


program alignment


Customer Experience Drives Purchase Behavior. Period.

80%of respondents say the

most significant driver of

their purchase decision

was direct or indirect

customer experience

2017 Customer Persona Survey


New Demand Model

Volume :

Always on

Value :

ABM Focus


$300 +Going Global / Transformation

1

5



Reinvention of product decision making,

portfolio rationalization and agile

deployment expansion.

• Pricing and Packaging Enablement

• Investment Decision Making Process

• Agile Enablement

• Product Management / Portfolio Marketing

Model

• Profitability increase up

to 36%

• Improved time to

market

• Sales adoption

improvement

Scaling of marketing campaigns and a

re-organization of local and central

marketing strategy. Efficiency and

effectiveness are the goals.

• The Demand Center

• Content Operations

• Global Program Model

• Marketing ROI Evolution

• Digital Marketing Model

• 15% Marketing

Efficiency Improvement

• Campaign Performance

Improvement

Brand extension and redefinition as a

result of acquisitions, new market

introductions and product portfolio

expansion.

• Change GTM Model

• Messaging Architecture

• New Campaign Framework

• Refined Persona Marketing

• Brand Redefinition and Design

• 20% Unaided

Awareness

Improvement

• Improved new product

introduction

What? How? Impact?

BrandFocus market efforts by audience, not

product

GlobalGlobal marketing campaign model to

improve marketing ROI

Product Management

Alignment of sales and marketing efforts


program alignment

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 17

Organizational Model

MarketingStrategy

CMO

Audience FrameworkPersonas

Buyer’sJourney

Relative Targeting

Portfolio Marketing

Themes

Assembly

Global Execution

Global Campaigns

Global Demand Center

Planned Programs

Best

Pra

ctic

e

PM

O

Rapid Response

Perpetual Leverage

MAP

Web Sites

Lead Scoring ProductStrategy

Business/Sales

Strategy

Marketing Operations

Technology

Measurement

Process

Brand

Content Strategy

Social

Communications

Field Marketing

Localize

ABM

Pipeline Accel

Localize

ABM

Pipeline Accel

Localize

ABM

Pipeline Accel

Am

eric

as

EM

EA

Asia

High-performance marketing is customer-centric and orients it’s activityaround a deep and shared external view.


Integrated

Communications

Framework

Employee Lifecycle

Marketing Framework

Messaging Nautilus:

Corporate Brand

Corporate

Communications Model

Brand Lifecycle

Framework

Brand and Communications Strategies: Priorities

Drive brand awareness,

perception and

preference through brand

strategy, rebranding,

campaigns, advertising,

paid media and post-

acquisition integration.

Brand Experience

Increase and reinforce the

strategic relevance of the

communications function

by aligning internal and

external resources and

the ongoing upskilling of

those resources.

Brand and

Communications

Functional Design

and Development

Shape and steward

corporate reputation

through public relations,

influencer and analyst

relations, crisis

communications,

stakeholder relations,

thought leadership and

corporate social

responsibility.

Corporate

Communications

Craft and activate a

meaningful corporate

message and narrative

that articulates and

reinforces the org’s

fundamental value to

internal and external

audiences.

Corporate

Messaging and

Content

Engage potential and

existing employees

through employee and

executive

communications

programs in order to

manifest and amplify the

brand values in support

of business objectives.

Employee and

Executive

Communications

Flagship

Model

Flagship

Model


Client Priority:

Inform and validate innovation

strategy and investment

decisions to ensure the best bets

are being made.

Product Management: Investment Decisions

@siriusdecisions 20 © 2018 SiriusDecisions. All Rights Reserved© 2018 SiriusDecisions. All Rights Reserved

Summary

• Buyers Journey

• Revenue Engine Alignment

• Alignment = Process

• Organizational Readiness

• Measurement

• Leadership

alignment: the key to high growth - masstlcalignment: the key to high growth october 26, 2018 john...

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