Enjoy this rare opportunity to hear a CEO articulate his growth goals followed by his sales leadership team describing how they are going to accomplish those goals. Too often sales leaders feel like their are bull fighting with their CEO, simply trying to avoid becoming skewered. CEOs on the other hand are annoyed by the nonsense they hear from sales leaders who wave red flags in the form of pushed deals and unreliable projections. The red flag is waved and the bull charges throughout the year. The two strong-willed leaders find themselves in competition with each other. Top CEOs change the game and work collaboratively with their sales leader. This starts with CEO clarity through the corporate strategy that equips the sales leader to make the number, and the two remain in constant dialogue throughout the year.
Joining is Kevin Hickey, the Chief Executive Officer of BeyondTrust and his sales executive team. We are going to discuss how to grow above the industry average while maintaining profitability. This is hard to do and requires corporate objectives that provide clarity throughout the entire company by getting everyone laser-focused on the real drivers of revenue growth.
Today’s topic is focused on corporate objectives and we are going to demonstrate how to interlock the CEO’s corporate strategy with the sales leader’s sales strategy. To follow along, download the latest workbook, and flip to the Objectives phase on pages 54 – 59 of the PDF workbook.
Helping me with our demonstration is the Chief Executive Office and the top sales leaders at BeyondTrust. This team is investing in growth and has a lot to share. Kevin Hickey is our CEO here today. Joining Kevin is his sales leadership team. Brendan Evers is the Senior Vice President of Sales in the Americas, and Brent Thurrell Vice President of EMEA & APAC.
Kevin outlines aggressive growth goals in a highly competitive market, listen as Greg asks Brendan and Brent if those goals are realistic. Watch the exchange and hear first hand a CEO who knows how to interlock the corporate objectives with the sales strategy.
Why this topic? Growing top line revenue is hard to do and at times, we make it harder than it needs to be when the CEO and sales leader are not on the same page. By interlocking the corporate and sales strategy, we can unlock trapped revenue growth.
Kevin and his team are uniquely qualified to speak on this topic having grown faster than their industry and competitors the last three years. BeyondTrust is in the highly competitive cyber security space which makes their growth record impressive. To give you context for this use case, BeyondTrust provides privilege account management, which has to do with identities, passwords and credentials.
We begin the show by hearing the objectives of the corporate strategy from the CEO, Kevin Hickey. Kevin describes his corporate strategy to grow faster than the industry and the competition. The security markets Kevin competes in is highly competitive. With a strong product, the competitive advantage is the customer experience. Watch as the sales leaders respond with how they go to market through both direct and an indirect sales channels.
In the next segment of the show, the executive team from BeyondTrust demonstrate how to interlock the CEOs current strategy with the sales leader’s sales strategy. Brendan and Brent, the two executive sales leaders describe their sales strategy from the sales leaders and we finish up with how to interlock these strategies.
It isn’t very often that we have the opportunity to hear about the corporate strategy from the CEO, followed-up by an overview of the sales strategy from the sales leaders. Reviewing this video is a front row seat to an executive session on how to interlock these strategies.
BeyondTrust’s main competitive advantage customer experience and delighting customers through hiring high quality employees and putting them in a position to succeed. While product is the foundation, it’s the people in your company that make are delivering the services and making sure customers fully understand what BeyondTrust products can do and how they can help them in the marketplace.
Would you like help interlocking your corporate objectives with the sales strategy? The BeyondTrust team sat down with me and my team of hand picked experts. Come see me in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio typically results in getting three months of work done in three days. The immersive sessions accelerate everything, dramatically reducing the time it takes to diagnose a problem, develop a solution, and create an implementation plan.
Photo Source: Photography by Natursports, Shutterstock