Speakers: John Suh | Greg Alexander, SBI
Chief Executive Officer demonstrates how to connect the corporate strategy and the sales strategy

John Suh CEO LegalZoom


Today’s show will demonstrate how to connect the corporate strategy and the sales strategy. The way a CEO’s strategy gets executed is through the actions of the sales team. If the sales team is not driving the CEO’s strategy into every customer interaction, it will not deliver the desired results. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. The Revenue Growth Diagnostic interactive tool will help you determine if you are likely or unlikely to make your number. 


Joining us today is John Suh, the CEO of LegalZoom, a company reshaping the legal industry by offering convenient and affordable legal solutions. John has been with LegalZoom for 11 years, and was previously the CEO at StudioDirect and Casting Group.


This interview is organized into three segments that represent the steps to develop strategies that drive revenue.  We start with building a corporate strategy, then a sales strategy and finally the third segment is focused on connecting the two strategies.  Listen as John explains how his sales team executes his corporate strategy.


As a CEO, John describes his revenue plan and how he plans to make the number.  Strategy approaches are discussed using LegalZoom as a use case to illustrate how to make this happen.  John describes a coordinated effort between sales and marketing.  The following topics are discussed:


  • How to define your organization’s mission, vision, and brand.
  • How to develop your sales plan to hit your revenue goal.
  • How to understand which sales organizational model is best.
  • How to ensure the sales team can articulate your corporate strategy.
  • How to tie your sales objectives to the company’s objectives.
  • How to ensure your sales team communicates your brand promise in every interaction.


A strategy that does not get executed will result in missing your number. And the sales team is the critical link. Listen as John explains how his sales team drives the execution of his corporate strategy. Only when your corporate and sales strategies are in strategic alignment will you hit your revenue growth objectives. Let us know if you need a hand. Consider a workshop with your executive team at The Studio.  The Studio is SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center located in Dallas and increases the probability of making your number.


SBI's Executive Briefing Center - The Studio


Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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