OnBase: Smashing Sales and Marketing Misalignments Ep. 399 | Modernizing the Sales Process
Episode Summary
In this episode of Sunny Side Up, host Katherine Noonan interviews Mike Head, the Chief Revenue Officer at impact.com, discussing the revolutionization of sales strategies and best practices for modernizing the sales process. The conversation highlights several key takeaways, including the importance of delivering a delightful customer experience and meeting buyers where they are in the information-rich landscape. They emphasize the value of transparency in sales, being open about both strengths and limitations and leveraging unbiased third-party information to guide buyers. The discussion also explores strategies for navigating risk-averse buyers, aligning solutions with strategic priorities, and adapting to the current economic environment. Mike also discusses adapting messaging and positioning in uncertain times, including CFOs in the process by speaking their language, understanding customers' persona, and aligning products or solutions to their problems.
About the Guest
Mike Head is an accomplished executive with a strong background in revenue generation and strategic partnerships. Currently serving as the Chief Revenue Officer (CRO) at impact.com, he is responsible for driving overall global revenue growth for the organization. During his tenure as the Chief Partnerships Officer at impact.com, Mike played a vital role in the company's growth journey, starting as an Account Executive and progressing to the Senior Leadership team. He worked across all go-to-market functions, building teams and partnerships, shaping strategies, and contributing to exceeding $100 million in annual recurring revenue (ARR).
Key Takeaways
Emphasizing the customer experience and adapting to the evolving buyer landscape.
Leveraging transparency and openness to build trust and credibility.
Utilizing third-party information and unbiased reviews to guide buyers.
Adapting sales strategies to address the challenges posed by risk-averse buyers.
Aligning solutions with the strategic priorities of the company and its executives.
Navigating the current economic downturn by refining messaging and focusing on key metrics.
Incorporating CFOs into sales processes and speaking their language.
Highlighting the importance of understanding company strategic priorities.
Leveling up conversations to tie persona priorities with strategic objectives.
Aligning solutions with top-line initiatives for increased success.
Increasing CFO involvement in vendor contracts and scrutiny on single vendor line items.
Adapting sales approaches to address evolving CFO engagement.
Recognizing the value of strategic partnerships in driving revenue growth.
Focusing on revenue generation, building teams, and shaping sales strategies for success.
Taking risks to drive growth is no longer the primary focus in the current economic climate.
The sales process should uncover pain points and make sure recommendations are specific and actionable.
Multi-threading is important to understand the concerns and priorities of any given company.
Messaging and positioning must be adapted to the times, with an emphasis on profitability, payback periods, customer acquisition costs, etc.
CFOs are more involved in decision-making, so communication must be leveled up.
Quote
“It's all about the buyer. It's all about the customer experience. If you can deliver a delightful experience for the customer that both get some of the information that they need and helps them see a new way of doing business, you create wins for everyone involved.” – Mike Head
Recommended Resources
Shout-outs
Matthew Dixon – Author and Founding Partner at DCM Insights
Chris Orlob – CEO at pclub.io
Connect with Mike Head | Follow us on LinkedIn | Website