Ready_Set_Go

 

You are ready, and set, for the New Year. As CEO, you recently completed strategic planning with your team. Now, it is time to go. You are asking yourself “Can the team execute this strategic plan? “

 

In my practice, I work with CEOs to convert corporate strategy to marketing and sales execution. Over the years, I have learned a few things. Here are some suggestions:

 

  • Maintain a weekly meeting cadence with your Product leader, CMO, and head of sales. These meetings should not take longer than one hour. The objective is to make sure alignment does not erode over time between these three. Put the three of them in a room for 1 hour every week. Force them to communicate.
  • Break the annual revenue and EBITDA number down into product, marketing, and sales metrics. You should have a goal hierarchy. This hierarchy should establish linkage between outcomes and activities. Review these in the weekly meeting.
  • Force the leaders of product, marketing, and sales to have weekly meetings with their middle managers. Attend a few unannounced. Make sure your strategy is being driven deep into the organization.
  • Audit the content of these meetings to make sure they are customer focused. A rule of thumb is for a 1 hour meeting, 45 minutes should be spent reviewing direct customer input.
  • Hold HR accountable to the product leader, CMO, and head of sales. Best-in-class strategy execution requires a well-trained and highly engaged workforce. All of your planning goes up in smoke without talent.
  • Deploy visual management. Every employee in the organization should have visibility into how they are helping, or hurting, the department and company make the revenue and EBITDA goals.

 

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ABOUT THE AUTHOR

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.
Learn more about Greg Alexander >

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.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >