Roz Greenfield’s Post

📣 Exciting News: “Accelerating Revenue” is Now Available for Order! We’re thrilled to announce that our book, “Accelerating Revenue: Your Definitive Guide to the Theory and Practice of Go-to-Market Enablement,” is officially ready for you! 🎉 In this comprehensive guide, we share our insights on how to build a strong GTM Enablement function that drives growth, boosts team performance, and enhances productivity. Packed with best practices and proven strategies, this book is designed for both new Enablement professionals and revenue leaders looking to enhance their teams’ effectiveness. Whether you're seeking to improve onboarding, maximize training impact, or create a culture of continuous improvement, this book has something for everyone involved in enabling GTM teams. 👉 Ready to take your Enablement efforts to the next level? Order your copy now: https://lnkd.in/dbViTNcE (Kindle version available soon as a fast follow.) Thank you for your support, and we can’t wait for you to dive into the world of GTM Enablement! #book #enablement #revenue #GTM

📣 Exciting News: “Accelerating Revenue” is Now Available for Order! Roz Greenfield and I are thrilled to announce that our book, “Accelerating Revenue: Your Definitive Guide to the Theory and Practice of Go-to-Market Enablement,” is officially ready for you! 🎉 In this comprehensive guide, we share our insights on how to build a strong GTM Enablement function that drives growth, boosts team performance, and enhances productivity. Packed with best practices and proven strategies, this book is designed for both new Enablement professionals and revenue leaders looking to enhance their teams’ effectiveness. Whether you're seeking to improve onboarding, maximize training impact, or create a culture of continuous improvement, this book has something for everyone involved in enabling GTM teams. 👉 Ready to take your Enablement efforts to the next level? Order your copy now: https://lnkd.in/dReiN9Qj (Kindle version available soon as a fast follow.) Thank you for your support, and we can’t wait for you to dive into the world of GTM Enablement! #book #enablement #revenue #GTM

This is by far the biggest learning in scaling GTM teams I learned back in 2017... Here are 3 communication fundamentals that will help you be more customer-centric from tomorrow. I thought that scaling GTM was about scaling people. I couldn't have been more wrong, especially because the overall tenure in tech sales is less than 2 years. So rather than focusing on people as core fundamentals for business growth, you need to focus on the processes. I learned early on the wise lesson that we need to manage processes in order to coach the people to What Good Looks Like. Rather than relying on a Superstar Culture of 1 or 2 high performing individuals, you need to build your GTM motion around a Science culture. This reminds me of my days that I had the pleasure to implement a new Customer-centric and Process-centric framework to our growth at Teamleader. Back in 2017 we implemented the various blueprints from Winning by Design for our 60 customer facing people (marketing, sales, customer success teams): ✅ How to Prospect for SDRS. ✅ How to Win Customers for AEs. ✅ How to Grow Customer for CSM/AMs. ✅ How to have Customer Conversations. And especially the last one made the most impact on me back then. To quote Theodor Roosevelt: Nobody cares how much you know... until they know how much you care. So before you start engaging with your customer, you must master three basic elements: 1️⃣ Be Customer-centric: put yourself in their shoes in any conversation you start. 2️⃣ Understand your Customer: Do your research, understand their role, their persona, their industry, and the specific use-cases and customer stories that will help you relate to them. 3️⃣ Be a Customer-centric professional: Show up every day on time, energized and ready to perform. Your workplace both online (LinkedIn) and in the real world need to be set up to help you and your customer succeed. Let me share 2 of the core communication fundamentals I learned in 2017 that are still so relevant today. 👉 𝗧𝗔𝗟𝗞𝗘𝗥 𝗳𝗼𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗲𝗮𝗰𝗵 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: ✔️ Tone: Set the tone; Control your Speed, Pitch and Tone, etc. ✔️ Ask: Ask an open/closed-ended question to start the conversation. ✔️ LIsten: The customer is going to give you hints - mirror them. ✔️ Keep notes: Keep brief notes; structure priority, relationship, tone. ✔️ Elaborate: Dig deeper; be curious with the intent to understand. ✔️ Repeat: Summarize what you thought the customer said. 👉 𝗥𝗥𝗥 𝘁𝗼 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗲𝗮𝗰𝗵 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗘𝗺𝗮𝗶𝗹𝘀 𝗼𝗿 𝗠𝗲𝘀𝘀𝗮𝗴𝗲𝘀: ✔️ Relevant: Prove you've researched or refer to others with similar context. ✔️ Rewards: Offer value, such as a link to valuable insights, a relevant blog. ✔️ Request: Call to action based on situation (time, event, date, etc). Simplicity in Customer Conversation is key. Train & Coach for the Fundamentals. What are your key learnings in Customer-Centric communication?

Don't be intimidated about implementing buyer enablement efforts at your organization. We won't lie, it's a big undertaking, but you know the old saying, "How do you eat a whale? One bite at a time!" The same is true for buyer enablement. Just like you have to build the frame before you build the house, we've put together a quick starter guide to get buyer enablemeDon't be intimidated about implementing buyer enablement efforts at your organization. We won't lie, it's a big undertaking, but you know the old saying, "How do you eat a whale? One bite at a time!" The same is true for buyer enablement. Just like you have to build the frame before you build the house, we've put together a quick starter guide to get buyer enablement established at your organization. Take these small steps to introduce your program, then iterate as you go. You can't finish a project you don't start! nt established at your organization. Take these small steps to introduce your program, then iterate as you go. You can't finish a project you don't start! #demoautomation #consensus #buyerenablement

🚀 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐘𝐨𝐮𝐫 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐆𝐚𝐦𝐞: 𝐀 𝐆𝐥𝐢𝐦𝐩𝐬𝐞 𝐢𝐧𝐭𝐨 𝐌𝐨𝐝𝐞𝐫𝐧 𝐒𝐚𝐚𝐒 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 E-Book, that's all yours and is a click away: 𝐡𝐭𝐭𝐩𝐬://𝐰𝐰𝐰.𝐠𝐭𝐦𝐡𝐚𝐫𝐦𝐨𝐧𝐲.𝐜𝐨𝐦/𝐟𝐫𝐞𝐞-𝐞-𝐛𝐨𝐨𝐤 Leading a SaaS business today is like weaving a complex, ever-evolving tapestry. Here’s a condensed journey through the key chapters of modern leadership, reflecting on the pivotal moments and strategic insights essential for growth and transformation. 𝟏. 𝐆𝐞𝐧𝐞𝐬𝐢𝐬 𝐨𝐟 𝐓𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧 Every journey begins with an unexpected offer, marking the start of a transformative era. It’s akin to a sailor taking the helm, navigating through uncharted waters with potential and uncertainty. 𝟐. 𝐒𝐲𝐦𝐩𝐡𝐨𝐧𝐲 𝐨𝐟 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 Revenue operations are a symphony where each part must harmonize. Balancing strategy, vision, and operational excellence is like a gardener nurturing a diverse ecosystem—each element requiring unique attention to thrive. 𝟑. 𝐍𝐚𝐯𝐢𝐠𝐚𝐭𝐢𝐧𝐠 𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐂𝐮𝐫𝐫𝐞𝐧𝐭𝐬 Mastering metrics like CAC, Payback Period, and Lifetime Value is critical. Think of it as a chess grandmaster strategizing several moves ahead, where each decision shapes the game’s outcome. 𝟒. 𝐔𝐧𝐫𝐚𝐯𝐞𝐥𝐢𝐧𝐠 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐲𝐬𝐭𝐞𝐫𝐢𝐞𝐬 Demystifying digital marketing is a quest, much like an archaeologist uncovering hidden relics. Translating complex concepts into actionable strategies showcases the transformative power of digital integration. 𝟓. 𝐁𝐚𝐥𝐚𝐧𝐜𝐢𝐧𝐠 𝐭𝐡𝐞 𝐒𝐚𝐚𝐒 𝐄𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦 Maintaining a healthy balance between ICP and IEP is essential. It’s like a juggler keeping multiple objects in the air, symbolizing the equilibrium between customer acquisition and employee engagement. 𝟔. 𝐓𝐫𝐞𝐚𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐀𝐈 𝐓𝐢𝐠𝐡𝐭𝐫𝐨𝐩𝐞 Navigating the AI landscape, especially with tools like OpenAI GPT-4, requires balancing innovation with ethical responsibility, walking a tightrope that demands careful navigation. 𝐂𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧: 𝐂𝐫𝐚𝐟𝐭𝐢𝐧𝐠 𝐚 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐋𝐞𝐠𝐚𝐜𝐲 This journey through modern SaaS leadership is a mosaic of strategy, operations, finance, marketing, and technology. It’s a testament to the continuous learning, adaptability, and ethical stewardship required to lead successfully today. Ready to transform your leadership approach? Let’s connect and discuss how we can elevate your GTM strategy, drive revenue growth, and optimize your annual operating plans. #Leadership #SaaS #Strategy #RevenueGrowth #DigitalTransformation

The Shift Sales Enablement Leaders Need to Make: From Content Management to Change Management Sales Enablement typical relies on Product Marketing to deliver rep-facing content: playbooks, product info, sales collateral, case studies, etc. While content may be king, real value doesn’t come from creating and managing content—it comes from managing change. This is where Sales Enablement needs to shine. Your need to collaborate with product marketing to translate terabytes of content into sound bites, sellers can use in conversations. Step 1: Translate marketing messaging into sales speak . Step 2: Double down on change management by: Driving adoption: Ensuring salespeople not only access but actively use the training and resources provided. Reinforcing skills: Continuous coaching and support help reps master and retain new skills long-term. Fostering accountability: Implementing systems that track progress and hold reps accountable for adopting new processes and tools. When enablement leaders focus on change management, in partnership with product marketing, they drive long-term, sustainable growth.

The Shift Sales Enablement Leaders Need to Make: From Content Management to Change Management Sales Enablement typically relies on Product Marketing to deliver rep-facing content: playbooks, product info, sales collateral, case studies, etc. While content may be king, real value doesn’t come from creating and managing content—it comes from managing change. This is where Sales Enablement needs to shine. You need to collaborate with product marketing to translate terabytes of content into sound bites sellers can use in conversations. Step 1: Translate marketing messaging into sales speak. Step 2: Double down on change management by: Driving adoption: Ensuring salespeople not only access but actively use the training and resources provided. Reinforcing skills: Continuous coaching and support help reps master and retain new skills long-term. Fostering accountability: Implementing systems that track progress and hold reps accountable for adopting new processes and tools. When enablement leaders focus on change management, in partnership with product marketing, they drive long-term, sustainable growth.

Tech companies are currently reassessing their GTM economics. Spending thousands on ebook lead magnets that nobody except your KPI-driven CMO cares about is no longer a sustainable strategy. Neither is investing $80k/year per SDR just to have them run Outreach sequences that may or may not book you a few qualified meetings 6 months down the line. The fact that 33% of SaaS spend has been completely wasted over the last year shows that there’s not a ton of difference between doing the right things with the wrong tools and doing the wrong things with the right tools. It’s clear - incrementally improving a losing strategy won’t cut it. To get back in the win column, you have to: -Adapt a buyer-centric GTM approach -Change your definition of success -Measure outcomes above all To learn more on how those who are winning approach their GTM in 2024, check out the 2-part interview with Chris below, or join our upcoming event on this Thursday, June 6th! #gtm #gotomarket 

Discover the 5 TOP secrets to unlocking marketing success from the world's most agile and effective teams! Enhance collaboration, streamline communication, and adopt smart governance for efficient workflows. 👏 Amy Tesch Strickland, Cella's Consulting Director of Marketing Operations, offers insights on simplifying, standardizing, and collaborating to deliver better work efficiently. 💡 Read more here! #Marketing #Cella #RandstadDigital

Discover the 5 TOP secrets to unlocking marketing success from the world's most agile and effective teams! Enhance collaboration, streamline communication, and adopt smart governance for efficient workflows. 👏 Amy Tesch Strickland, Cella's Consulting Director of Marketing Operations, offers insights on simplifying, standardizing, and collaborating to deliver better work efficiently. 💡 Read more here! #Marketing #Cella #RandstadDigital