Managing Marketing and Sales Teams to Produce Profitable Results
Are your marketing, sales, and executive leaders aligned for revenue generation?
As a manager in a small to mid-size business, the glue holding everything together is YOU! Much of your success is in workflows, processes and procedures that are largely undocumented – the secret sauce is in your head and the heads of a small team that’s too busy to write them down. You’re also the one developing and translating strategy for the marketing and sales teams who often see themselves as separate and distinct rather than as two sides of the same coin. As a result, the idea of scaling – growing the marketing and sales operations to increase revenue and profit margins – is too hard. The feeling is, “we can’t slow down to fix what’s broken, or make what’s good even better, but if we don’t fix it, we can’t grow.”
Companies with strong sales and marketing alignment achieve 20% annual growth rate. Companies with poor sales and marketing alignment have a 4% revenue decline.
(Source: Aberdeen Research Group)
Mapping Your Revenue Production Process
Driving Business Growth Requires Knowing the Route and Keeping Your Whole Team on Track
Mapping out your route, aligning the efforts of your marketing and sales teams and defining success allows you to create the conditions for improved profitability that only an aligned and integrated marketing and sales operation can create. The Revenue Diagnostics Program uses your team’s experience, expertise and insight to identify where alignment exists, where it is needed and how to prioritize next steps.
ALIGNMENT
OBJECTIVITY
PRIORITIZATION
The Revenue Generation Roadmap is a key component of the program. It allows everyone within your company to clearly understand who is responsible for specific tasks, how they fit together and what will be measured so that individual initiatives and whole departments can be held accountable for outcomes. A full report accompanies the Revenue Generation Roadmap. In addition to identifying key activities, responsible parties and measurable outcomes, this document explains which tasks Atomic Revenue can do, help you do, or refer to qualified providers based on importance and resource availability. As a result, the glue holding everything together strengthens as the unified direction becomes shared across the team and measured through key performance metrics that clearly connect the people, processes and performance needed to achieve revenue growth.
Strong alignment between marketing and sales results in greater revenue production with a 67% higher Sales Conversion Rate and 208% increase in Marketing Directed Revenue
(Source: Marketo and Marketing Professors)
Revenue Diagnostics by Atomic Revenue
Understand. Plan. Execute. Analyze. Optimize.
Based on our years of experience creating revenue production models that increase profits for a cross-section of industries, Atomic Revenue developed the Revenue Diagnostics Program to help teams create the conditions required for marketing, sales, and executive alignment. Knowing what to do, understanding the intended outcome and visualizing how everything fits together with what other team members are doing – creating alignment – allows teams to work smarter and achieve more. We help teams leverage their current strengths and understand where, how, and why opportunities exist through a three-phase process:
Phase 1: Virtual Discovery
Through a pre-diagnostics survey and interview process that typically takes two weeks, we gather raw input from key players about your revenue production process. Because we are objective advisors, information is shared with us in full transparency.
Phase 2: In-Person Facilitation
Five of your key leaders join three of our Executive Partners in a 4-hour workshop that uses hands-on activities to get unbiased responses to key questions about how people, processes, and data are used in your organization. This allows us to know where to focus and how to create the conditions that improve revenue generation.
Phase 3: Revenue Guide Deliverable
A written report and Revenue Generation Roadmap are delivered within 3 weeks of the workshop to provide your leadership team with a detailed understanding of how their input in Phases 1 and 2 translates into greater insight, fewer blind spots, and actionable next steps that are prioritized to improve bottom-line results.