Previously we have written about how to take advantage of the new sales equation. But at the core, revenue acceleration is a simple equation.
Product advantage * GTM efficacy = Revenue outcomes.
The more you can increase your product advantage, or improve how you go to market, the more your revenue will accelerate.
Sales transformation is firmly about improving how you go-to-market. Regardless of what you sell you want to make sure that you are:
- Putting your direct sales reps in the right place
- Making sure that they have the right material to be successful
- Ensuring that your compensation and incentives are driving the right long and short-term behaviors
- Aligning them to work with, and not against your channel sellers
- Being more efficient with your management layers and costs to drive profit
This isn’t a one size fits all answer. You need to think about all these things to adjust to a changing marketplace. Geographies, customer segments and what you are selling can all have a huge impact on how you should go to market.
For example, let’s say you have a product in your portfolio that’s easy to sell and closes quickly. Sellers will typically gravitate to your company and the channel will be fairly easy to activate. Your job is to optimize for velocity, making sure you have the right capacity and coverage to drive growth.
For more complex deals, you still need to have an activated channel, but your job is to motivate them to engage in the more complex (and often longer) sales process. You’ll also want a compensation structure that incents them to follow the deal through to the end.
You can learn more about how re-evaluating your sales organization can help your business. At the end of the day it comes down to driving more revenue with a lower cost-per-order.