Download 42 Rules for Growing Enterprise Revenue. Go-to-Market by Lilia Shirman PDF

By Lilia Shirman

Customer relevance is on the center of any winning profit development method. 42 ideas for transforming into firm Revenue is for firms that are looking to topic extra to the company shoppers and markets that signify the best possibilities for progress. those confirmed, cross-functional tasks enable company leaders to spot and comprehend clients' context for purchases, and end up their businesses' price in ways in which are suitable inside that context. Shirman combines years of expertise taking firm items to marketplace and interviews with company leaders at Cisco, EMC, Adobe, VMware, Citrix, and others to distill actionable concepts for B2B owners to force sustainable buyer relevance and profit development.

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Create rules of engagement and define timelines for investment and progress. Less structured relationships in which the local partner views little commitment or investment are likely to yield disappointing results. When you engage with local partners, determine what the partner can and cannot deliver and how you plan to compensate them. An agent helps establish relationships, makes sales introductions, and gets paid referral fees for specific contacts or transactions. Working with them can help you gain entrée into customers and partners you may not be able to access alone.

Yet, few organizations do scenario planning to understand multiple possible outcomes of their strategies. When they do, scenario planning stops with conservative, expected, and aggressive versions of the financial analyses. It rarely extends into operational planning. Preparing for alternative outcomes does not have to be a complex statistical exercise. Even identifying likely situations at a qualitative level and discussing the subsequent courses of action will help an executive team manage risk, take greater advantage of opportunities, and stay relevant to customers.

Figure 4 illustrates a sample set of expansion strategies, targeting a shift to greater account penetration. For strategic accounts that see you as a best-of-breed vendor, a broader relationship as a trusted advisor is a good next-step objective. Core accounts may be ready for enterprise-wide agreements and deeper relationships with senior executives. Complement revenue goals with other quantitative and qualitative objectives. Include goals for relationships, referenceability, average deal size, or breadth of presence.

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