Over the last 10+ years I have worked across marketing, sales, operations and product teams and I’ve learned a lot, but my one key learning is simplicity helps drive teams and organizations.
In that vein I’ve distilled 7 key impact drivers businesses should focus on when identifying candidates for a CRO role, building a revenue team themselves or looking to bring in a Fractional CRO.
In the next several sections I’ll break each of these 7 areas down into a little more detail.
Buyer-led Journey
In today’s world there is no B2C or B2B - these worlds have officially merged and buyers are buyers no matter if they are buying a service, product or something in between. The important piece here is understanding who your buyer is, where and how they purchase and replicating success from this type of buyer again and again in order to scale your go-to-market approach. I am a fan of the “bowtie” funnel below that simplifies this process into true moments that matter:
Consistent Narrative
Content is king (or queen) in the digital-first buyer journeys we live in today. You need to create a consistent narrative from initial contact of a prospect all the way to purcase and beyond. Simplifying this narrative and focusing soley on content that converts at the various stages of the buyer journey.
Automation and Personalization
Two questions to answer here - 1) When you’re buying something do you like to feel like one of a million other customers? And 2) Do you want to do more busy work or would you like to do something really good once and then reap the benefits of that work for a long time?
Answers to these should be easy. Once you understand your buyer, making them feel special and truly speaking to them is a strong way to convert more leads. Adding in automation technology to enable this journey allows you to scale and replicate success over a larger portion of prospects. Think tools like HubSpot.
Tech Stack
What technologies do you have in sales, marketing, CX, etc? Do these tools work together? The most basic tech platforms are typically a CRM and marketing automation and/or outreach tool, but you can then look to add various other techs like IP lookup, content creation and personalization, and intent to just name a few.
Sales Enablement
Everything that is created in a company should ultimately help sales sell more. From a blog or video to a case study or presentation - are these built in a way that sales can leverage to create more discussions with prospects and close more deals. Giving clear and easy to use tools for your sales team will pay dividends down the funnel.
Customer Delight
You work really hard to bring in a new customer. You obviously want to keep them for as long as you can, and why not also look at growing that customer buy selling them additional services or keeping them longer. The Customer Delight section of the buyer journey can be a replication of how you bring in new prospects and is truly the “low hanging fruit” of potential revenue generation.
Impact Measurements
You can’t impact things you can’t measure or you don’t see. Using the bowtie model above you can simplify the channels into an easy to understand reporting dashboard that allows you and your team to understand what ares of the process are working (or not) and what levers need to be pulled in order to drive more revenue impact.
Interested in understanding where opportunity across these 7 areas could look like in your company?
Contact me and we can discuss the potential of setting up an “understanding” session with you and your team either through an opportunity analysis, whiteboard session or design thinking workshop. Email me at matt@fractionacro.org
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