Today's business challenges are largely focused on marketing - how are you presenting your products at the time prospective buyers start looking? And where are your buyers looking for information about what products to buy? The answer is: primarily through Internet searches and their social networks. Whether you are marketing to other businesses or to consumers, customers' preferences are established way before they talk with your salespeople. How do your marketing people ensure that your products are being considered as early in the buying process as possible and with the best possible information?
How are the most advanced companies evolving their marketing and sales teams into the new world so they beat their competition like a drum? The answer starts with a clear and expanded role for marketing, promoting products and services where your buyers are figuring out what to buy, and aligning marketing with sales so your teams leverage each other to maximize productivity and teamwork - it's a matter of life and death for your company.
Sound revolutionary? Not really. There are five steps to maximize revenue growth today. I assure you the results can be stunning:
If your company is just maturing your marketing and sales process, you might be thinking this is beyond your reach - don't believe it. We all started in the same place. Begin with a vision and a roadmap for getting there. Break down your steps, get some quick wins, and you will see impact fast. Part of your plan will be to put in place the proper tools, content, processes, and skills to increase prospective buyers' interest and to track prospects', as well as existing customers', activity - whether they're poking around a website for a few minutes, tweeting about a product search, or downloading a white paper. Thousands of companies have started this journey and they will be tomorrow's big winners.
The most important thing to realize is that buyers' behaviors have changed dramatically and forever - and the way in which we market and sell must quickly adapt. Change of this magnitude offers a new opportunity to lead so you - and your company - can start a new chapter of accelerated growth. Take action immediately, and with this approach, your team will grow revenue faster and will be unleashed from tedious processes, emotional internal spats, and will ignite an explosion of creativity and increased productivity.
This is a story I have heard and participated in alongside many of our customers and partners over the past year. Look forward to the new energy, efficiencies, and growth that will result from your next chapter - accelerating revenue faster.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Paul has a long track record of leading profitable revenue growth in start-ups and multi-billion dollar companies. As chief revenue officer of Marketo, he is responsible for embodying the company's founding principle of aligning sales and marketing to accelerate revenue growth.
Prior to Marketo, Paul was general manager and CMO for SuccessFactors (NASDAQ: SFSF), where he was a key contributor from a 12-person private company to a now multi-billion-dollar public innovator. Prior to SuccessFactors, Paul was SVP worldwide marketing for Network Appliance (NASDAQ: NTAP); CEO and chairman for SeeCommerce; CMO of Informatica (NASDAQ: INFA); and various other leadership positions at Sybase, Tandem, and Unisys. Paul holds a BS in Information (Computer) Science and a BA in Management from James Madison University.
March 19, 2014