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Driving Growth and Maximizing Revenue

In this brief or post, I include my latest thoughts and observations on key strategies, challenges and obstacles revenue teams are tackling or facing. Includes keys to overcome dysfunctions, tackling the marketing and sales alignment gap, and areas we're seeing driving the most growth in 2023.




Unlocking commercial productivity is a crucial factor for organizations striving to achieve their annual goals. By optimizing performance conditions and harnessing the talents of their sales teams, companies can create an environment that drives peak commercial productivity. In this blog post, we will explore the key components and strategies necessary to unlock commercial productivity and maximize sales potential.


Performance Conditions:

Just like a well-maintained golf course enhances a golfer's performance, optimized performance conditions can significantly impact sales effectiveness. Factors such as targeted accounts, territories, enablement tools, and sales quotas play a vital role in shaping the environment for sales success. When these conditions are aligned and tailored to support the organization's objectives, sales professionals can better achieve their revenue targets.


Talent Development:

In addition to optimizing performance conditions, nurturing and developing sales talent is equally important. Sales teams possess innate abilities that, when identified and honed, can significantly boost their performance. Providing the necessary tools, training, and support enables sales professionals to enhance their prospecting, negotiation, executive selling, and pipeline management skills. By tapping into their hidden talents and empowering them with the right resources, organizations can drive greater sales performance and unlock their full potential.


Annual Planning and Execution:

During the annual planning process, go-to-market (GTM) leaders assess the organization's performance conditions, identify growth opportunities, and mitigate risks. This involves updating account maps, exploring new product offerings, and aligning strategies to meet annual benchmarks. Moreover, sales leaders determine the specific skills, behaviors, and knowledge that need refinement to achieve sales objectives. Implementing targeted sales training programs becomes a crucial step in executing the annual plan, as it provides sales teams with opportunities to sharpen their skills and improve their performance.


The Impact of Commercial Productivity:

Unlocking commercial productivity directly impacts an organization's ability to achieve its annual goals. By possessing superior operating conditions and front-line capabilities, businesses can drive revenue growth, increase margins, and enhance overall valuation. The success of the organization becomes intertwined with the success of its sales teams, as their performance directly influences top-line results and long-term success.


To unlock commercial productivity and maximize sales potential, organizations must focus on optimizing performance conditions and developing sales talent. By aligning territories, accounts, and enablement tools to support success, companies create an environment conducive to achieving revenue targets. Additionally, investing in sales training programs and recognizing innate talents within sales teams empowers individuals to hone their skills and drive greater sales performance. Ultimately, unlocking commercial productivity leads to significant growth and positions organizations for long-term success in a competitive market.


Why Collective Effort is the Secret Ingredient for Sustainable Company Growth


"Relying on sales for company growth is like buying sushi at a gas station… you’re just bound to be disappointed." This analogy, humorous as it may be, underscores a critical point in the business world: the growth of an organization is not solely dependent on sales. It is, instead, a collective effort that encompasses each individual, role, and department. However, many organizations fall into the trap of placing the burden of revenue growth squarely on the shoulders of the sales department.


Understanding the Problem:


Organizations often fall prey to the misconception that their sales department is the panacea for growth. They expect sales to save the day, without the help of marketing, operations, or leadership in the process. When growth stalls, the sales reps often bear the brunt of the blame and are fired for their perceived "lack of skills". This is a vicious cycle that needs to be broken.


The Importance of Collective Effort:

Growth can only be achieved through a collective effort. Here's why:


1. Diversity of Skills: Each department brings a unique set of skills to the table. Marketing creates awareness and generates leads, operations ensure smooth delivery of products or services, while leadership sets the strategic direction.


2. Shared Responsibility: Making growth the responsibility of every employee ensures that everyone is invested in the company's success. This shared responsibility leads to greater commitment and effort from all team members.


3. Increased Innovation: When all departments are involved in growth, there is a greater diversity of ideas. This can lead to innovative solutions that drive growth in new and unexpected ways.


Key Strategies to Overcome the 'Sales-Only' Mindset:


1. Encourage Cross-Departmental Collaboration: Foster a culture where departments work together towards common goals.


2. Empower Each Department: Give each department clear growth-related objectives and the resources to achieve them.


3. Invest in Training: Ensure that all employees understand their role in growth and have the skills needed to contribute.


4. Reward Collective Success: Create incentive programs that reward the entire company for growth, not just the sales department.


5. Leadership Involvement: Leadership should be actively involved in growth initiatives, setting the example for the rest of the company.


In the end, sustainable growth is not a sprint but a marathon that requires the collective effort of everyone in the organization. By breaking away from the ‘sales-only’ mindset and embracing a more comprehensive approach, companies can foster a growth-centric culture that utilizes the full potential of their collective talent and resources. Remember, a rising tide lifts all boats. In the realm of business growth, this adage rings truer than ever.


Here are some daily, weekly, and quarterly actions that companies can take to address this issue: Daily Actions: 1. nterdepartmental communication: Encourage daily informal check-ins and communication between different departments. This can be done through collaborative tools or brief team meetings.

2. Individual task tracking: Each team member should have a clear understanding of their daily tasks and how these contribute to the company's growth.

3. Recognize efforts: Regularly acknowledge and reward individuals or teams that contribute to the organization's growth, irrespective of their department. Weekly Actions: 1. Cross-departmental meetings: Hold weekly meetings where each department presents their progress and challenges. This promotes understanding and cooperation among different teams.

2. Training sessions: Conduct regular training sessions to upskill employees and equip them with the skills needed to contribute to growth.

3. Performance reviews: Conduct weekly performance reviews to ensure each department is on track with their growth-related objectives. Quarterly Actions: 1. Strategic planning: At the beginning of each quarter, leadership should outline clear growth-related objectives for each department.

2. Resource allocation: Make sure each department has the necessary resources (financial, human, etc.) to achieve their goals.

3. Quarterly reviews: Conduct a comprehensive review at the end of each quarter to assess progress and adjust strategies if necessary.

4. Incentive programs: Implement quarterly bonus or incentive programs that reward the entire company for growth, not just the sales department. By taking these actions, companies can ensure that every department is involved in and committed to the growth of the organization. This collective effort is crucial for sustainable and long-term growth.


Several companies exemplify the essence of collective effort in driving their growth and success. Here are a few examples: 1. Google: Google is known for its collaborative culture. They have an open office layout to encourage communication and teamwork among employees from different departments. Google also provides employees with time to work on their own projects, fostering innovation and shared responsibility for company growth. 2. Salesforce: Salesforce is another company that excels in creating a culture of shared responsibility. They have a 1-1-1 philanthropic model, where 1% of the company’s equity, 1% of the employees' time, and 1% of the products are donated to charity. This model encourages collective effort and aligns every department with the company's overall mission. 3. Amazon: Amazon's leadership principles, which include "Customer Obsession" and "Think Big", are ingrained in every employee, regardless of their department. This ensures a unified approach towards the company's growth. Furthermore, Amazon’s practice of the "two-pizza rule" (every team should be small enough that it could be fed with two pizzas) promotes cross-functional collaboration and shared ownership of projects. 4. Southwest Airlines: Southwest Airlines attributes its success to its people and the culture of collective effort. The company takes pride in involving every employee, from ground crew to pilots, in the decision-making process. This inclusive approach has led to a highly motivated workforce that shares the responsibility for the company's growth. 5. Slack: Slack encourages cross-departmental collaboration not only through its product but also within its own organizational structure. They use their own tool to create channels for different projects or topics, enabling seamless communication and collaboration between different departments. These companies demonstrate that when every department and employee is invested in growth, the results can be remarkable. By fostering a culture of shared responsibility and cross-departmental collaboration, they have been able to drive sustainable growth and success.




Breaking Down Sales and Marketing Silos: 7 Proven Methods for Success


One issue that continues to plague organizations is the persistent divide between sales and marketing departments. However, as an experienced professional in the field, I have witnessed the transformative power of breaking down these silos. In this blog post, I will share seven proven methods that my teams and client organizations have employed to bridge the gap between sales and marketing, fostering collaboration and driving remarkable results.


1. Creating a "Revenue Team":

To eliminate the silos, establish a "Revenue Team" where the heads of both sales and marketing departments come together regularly. This forum allows for the sharing of current needs, priorities, and necessary assistance, providing a holistic view of the organization's goals.


2. Shadowing Sales:

Encourage marketing team members to shadow sales representatives at least twice a year. This often-overlooked practice yields exceptional results, as it helps marketers gain firsthand insights into the challenges, successes, and customer interactions that shape the sales process.


3. Collaborative Content Planning:

Involve sales team members in the creation of your content editorial calendar. Constantly ask whether the planned content will address the current needs of the sales team. By aligning content with sales objectives, marketing efforts become more targeted and impactful.


4. Joint Attendance at Conferences:

Break down barriers by arranging for sales and marketing teams to attend conferences together. This shared experience offers invaluable opportunities for networking, knowledge exchange, and fostering a mutual understanding of each other's roles.


5. Educating Sales on Marketing Strategies:

Invest time in educating the sales team about the power of content, social media, video marketing, and other strategies employed by the marketing department. By imparting this knowledge, you can facilitate a significant shift in perspective, enabling sales professionals to leverage marketing initiatives effectively.


6. Sales Team as On-Camera Experts:

Train your sales team to be comfortable on camera and encourage them to act as subject matter experts in marketing content. This not only enhances the salesperson's personal brand but also instills a sense of ownership and pride in contributing to the marketing team's activities.


7. Humanizing the Marketing Approach:

Combat the "curse of knowledge" by teaching your marketing team to communicate in a relatable and human manner. Avoid jargon and technical language that may alienate sales professionals. By fostering clear understanding and mutual respect, the gap between sales and marketing can be significantly narrowed.


As we progress further into the year 2023, it is disheartening to acknowledge that the sales and marketing silo problem still persists. However, by implementing these seven proven methods, organizations can overcome this challenge and unlock the immense potential that lies in the collaboration between these two vital departments. Embrace these strategies, break down the barriers, and witness the remarkable transformation that a united sales and marketing force can bring to your organization.


I recently had a call with a CRO, with whom I've known since their MRR was around $500K. They have made significant progress and now exceed $1.2M in MRR.


During this call, we focused on several key areas:


1) Churn rate: They have put considerable effort into improving their customer success process over the past year. Now, they use a color-coded system (RED / YELLOW / GREEN) to monitor each customer's status and have a core metric that predicts and addresses potential churn. It's impressive to see how they have mastered this aspect.


2) Win rates: Being in a highly competitive space, this CRO faced challenges, but after defining their Ideal Customer Profile (ICP) and crafting a compelling unique value proposition, they can clearly differentiate themselves in sales calls. This has allowed them to address competitive concerns head-on and tell a unique story. Fortunately, their win rates remain healthy, and they are even driving net expansion deals.


3) Pipeline and lead velocity: The Founder had a successful channel that performed well, especially after refining their message. However, during the call, we discussed the importance of expanding their lead sources. Their GTM Machine is now robust, so we explored strategies to add another scalable lead source.


We dedicated the rest of the call to determining the specific approach and ensuring alignment with the team. They will participate in relevant GTM Program training to execute the plan effectively.


It is rewarding to witness the culmination of our efforts in improving their core GTM (retention and conversion), refining the ICP and messaging for higher conversions, and now expanding into additional channels. We thrive on tackling bigger challenges and driving continuous growth. We are excited for this CRO and their team, as great things lie ahead due to their hard work.


In M. Allen's GTM Program, we work closely with you to:


1) Clarify your Ideal Customer Profile by gaining deep customer insights.

2) Craft a Strategic Narrative and plan.

3) Implement a consistent set of GTM activities across key channels to drive organic and profitable pipeline growth.


By leveraging these strategies, we can help accelerate your path to the next stage of growth. Your success is our priority, and we take pride in supporting C-level executives like you.





Title: How a Chief Revenue Officer Overcomes the Five Dysfunctions of a New Team


I'm a big believer in the importance of building a team and have utilized "The Five Dysfunctions of a Team" to help my teams actually become the best team possible.


Building a high-performing team is crucial for any organization's success, and it requires effective leadership and a deep understanding of the five dysfunctions that can hinder team performance. In this blog post, we will explore how a Chief Revenue Officer (CRO) can utilize the five dysfunctions model to overcome challenges and foster a strong, cohesive team.


1. Absence of Trust:

The CRO understands that trust is the foundation of any successful team. To establish trust, they create a safe environment where team members feel comfortable expressing their opinions, sharing vulnerabilities, and admitting mistakes. By encouraging open communication and leading by example, the CRO builds trust among team members.


2. Fear of Conflict:

Conflict avoidance can hinder team progress. The CRO actively encourages healthy debates and constructive discussions among team members. They promote an environment where differing viewpoints are welcomed, and conflicts are seen as opportunities to explore different perspectives and find the best solutions.


3. Lack of Commitment:

To ensure commitment within the team, the CRO sets clear goals, objectives, and expectations. They actively involve team members in the decision-making process, seeking their input and ensuring alignment. By fostering a sense of ownership and shared responsibility, the CRO encourages team members to commit to collective goals.


4. Avoidance of Accountability:

Accountability is essential for driving results. The CRO establishes a culture where individuals are held accountable for their actions and outcomes. They set clear performance expectations and provide regular feedback, recognizing achievements and addressing underperformance promptly. By enforcing accountability, the CRO ensures that everyone is responsible for their contributions to the team's success.


5. Inattention to Results:

The CRO emphasizes a results-oriented mindset within the team. They align individual and team goals with key performance indicators and track progress regularly. The CRO promotes a culture of continuous improvement, where team members are encouraged to identify opportunities, address obstacles, and adapt strategies to achieve exceptional outcomes.


A Chief Revenue Officer plays a vital role in overcoming the five dysfunctions of a team and building a high-performing unit. By fostering trust, encouraging healthy conflict, promoting commitment, enforcing accountability, and focusing on results, the CRO creates an environment where team members can thrive and achieve extraordinary performance.


By utilizing the five dysfunctions model as a guide, a CRO can drive collaboration, foster innovation, and ensure the team's success in achieving revenue goals. Building a strong and cohesive team ultimately leads to improved organizational performance and sustained growth.

Here are five exercises that can help teams overcome the five dysfunctions: 1. Trust-Building Activity: One of the most effective exercises for building trust is the Trust Walk. Divide the team into pairs, blindfold one team member, and have the other member guide them through an obstacle course or around the office. This activity fosters trust, communication, and reliance on one another. 2. Constructive Conflict Exercise: "The Five Whys" is a simple but powerful exercise to encourage healthy conflict. Choose a challenging problem or situation and have team members ask "why" five times to dig deeper into the root causes. This exercise promotes open dialogue, encourages different viewpoints, and helps the team tackle conflicts head-on. 3. Commitment-Building Exercise: "Dot Voting" is an effective exercise to reach group consensus and commitment. Present a list of potential ideas or solutions and give each team member a certain number of dots (votes) to distribute among the options they find most promising. This exercise encourages active participation and ensures commitment through collective decision-making. 4. Accountability Exercise: "SMART Goal Setting" is a widely-used exercise to promote accountability. Have the team collectively set Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals for a specific project or objective. This exercise clarifies expectations, establishes individual responsibilities, and holds team members accountable for their contributions. 5. Results-Focused Exercise: "Celebrating Milestones" is an exercise that acknowledges and celebrates team achievements along the way. Create a visual representation, such as a progress chart or milestone board, to track and celebrate significant accomplishments. This exercise fosters a results-oriented culture, boosts morale, and motivates the team to strive for further success. Remember, these exercises are most effective when tailored to your team's specific needs and context. Adapt and modify them as necessary to best address the dysfunctions your team is facing.



Matt Slonaker Founder & CEO of M. Allen (M) 972.740.4300 (E)mslonaker@mattallendevelopment.com (W) www.mattallendevelopment.com


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