SBI, The Growth Advisory

Welcome to the SBI Sales and Marketing podcast. We're joined by Laura Goldberg, chief marketing officer at LegalZoom, to discuss how CMOs can set their businesses up for success with a comprehensive marketing plan designed with your customers’ and company’s needs in mind. In our first segment, we go step-by-step through the research Laura conducts to determine her market segmentation and which trigger events her demographic responds to best. Next, Laura walks us through aligning her company’s product strategy and sales plan to her marketing campaign and then through dispersing her comprehensive plan across a large media mix. In our last segment, we discuss the challenges of creating useful content and how to navigate selling to your B2B clients versus B2C clients.

Welcome to the SBI Sales and Marketing podcast. We're joined by Lori Chmura, the Vice President of US Sales for Cordis, to discuss how to deploy a custom sales process. In our first segment, we discuss how modern purchasing methods have outgrown the traditional sales process and how Lori has tailored her sales process to meet her customers’ changing purchase behaviors. Next, we look at the pain points in following the consumers along their buying journey, exit criteria, rep adoption and tracking metrics. In our last segment, Lori shares her usage of modern tech to ramp up inventory tracking, her approach to sales training and the first three steps to building out a modern, bespoke sales process.

Welcome to the SBI Sales and Marketing podcast. We're joined by Perry Offer, the CEO of The Dialogue Group to discuss how to determine a corporate strategy that sets your organization up for success. In our first segment, Greg Alexander and Perry Offer discuss how Perry determines what objectives his company should meet and how to utilize these objectives in strategic planning. Next, we discuss what to do once corporate objectives are in place. Perry guides his team through setting marketing strategies and product goals. Adding these objectives to your business strategy ensures your corporate strategy remains forefront in leaders’ minds. In our last segment, we cover how to ensure your corporate strategy is being implemented through weekly, monthly and quarterly meetings. Perry discusses what to focus on in each meeting and how to use each meeting to track your progress.

Welcome to the SBI Sales and Marketing podcast. We're joined by Chris Lonnett, the Vice President of Sales Operations at Motorola to discuss how to use data to drive sales operations. In our first segment, Chris shares how to determine what data you have vs. what data you need and how to identify where the gaps lie. Chris says using this information as a chief resource, can help take your sales strategy to the next level. Next, technology support is explored and Chris explains how an IT partnership has changed the culture of how data is stored, shared and implemented within a sales operation sales strategy. In our last segment, Chris wraps up our conversation by offering three immediate tactics you can apply to your sales operations to start making your number.

Welcome to the SBI Sales and Marketing podcast. We're joined by Rick Haviland the President of MarketSource, to discuss the importance of a corporate strategy for choosing the right market. In our first segment, CEO of SBI, Greg Alexander, by way of interviewing the president of Market Source, Rick Haviland, breaks down a corporate strategy for selecting appropriate markets for your business. Greg prompts Rick to assist other presidents in their strategic direction by defining his approach to market selection and maintenance at Market Source. Specifically, Rick explains what aspects are important in choosing the right market, characteristics of those markets and ways to keep your team focusing on the desired markets. Next, after defining the appropriate market, team members must maintain the strategic direction and effectively target the decision makers. A critical aspect in any successful corporate strategy is defining what buyers want in any market, which is another important step in the process. In our last segment, Rick offers two tips for immediate creation of a corporate strategy when choosing markets. Success can only be achieved once the president provides obtainable numbers, otherwise numbers will be missed.

Welcome to the SBI Sales and Marketing podcast. We're joined by Elissa Fink, the chief marketing officer at Tableau, to discuss how she develops a comprehensive content marketing strategy. In our first segment, Elissa takes us step-by-step through developing a marketing plan for each aspect of your team, while using examples from her own company to guide the process. We examine the market research needed to make a successful marketing strategy, including content audits, trigger events and distribution practices. We then discuss how to develop a calendar and an organizational system for the marketing strategy, to ensure all aspects of it are covered by the correct team members. Finally, we take you through turning your strategy into an executable marketing plan, and how to include your research into your planning process.

Welcome to the SBI Sales and Marketing podcast. We're joined by Omar Choucair, CFO of MultiView, who has successfully integrated multiple sales forces, each with a unique sales strategy. One of the biggest problems companies encounter is employee turnover and customer defection post-acquisition. In order to combat this, Omar lays down his step-by-step process for examining the current strategy for both companies, then leveraging your knowledge to prevent sales upheaval. In our first segment, Next, we discuss the transition of sales operations from the former companies into a single cohesive strategy. Restructuring your sales team to accommodate both old and new teams and developing new best practices is a vital part of retaining the best employees and customers. In our last segment, we discuss product strategy and what products you should keep versus cut. Despite potential losses, it is important to determine which products will aid your organization and which will hinder it. Any that are not vital should be removed.

Welcome to the SBI Sales and Marketing podcast. We're joined by Jim Wetekamp, the CEO of BravoSolution, to discuss how he developed a corporate strategy that made strategic alignment a breeze and revenue growth the norm. In our first segment, we discuss how Jim was able to steer his company through 14 straight years of revenue growth, despite market obstacles such as the dot.com crash and the one of the most severe recessions in the history of the U.S., by staying adaptive to market needs with a creative product strategy. Jim also talks about how his background in product strategy and development helps inform his decisions as a CEO, which leads to a look at the DNA makeup of the average Fortune 100 CEO. Next, we delve into how to get CEOs and sales leaders on the same page so your company can enjoy the benefits of strategic alignment by involving them in 3-year-long range planning and product strategy, so that all eyes see where the annual sales strategy and numbers fit in. In our last segment, we look at the importance of having an adaptable marketing strategy when facing market changes and conclude by outlining the first three steps a CEO can take today to get started on making a new annual plan.

Welcome to the SBI Sales and Marketing podcast. Today, we're joined by Scott Cook to discuss how the right hiring practices can help ease the way to your team hitting its mark, year after year. After all, sometimes it’s not about finding the right tool for the job but, rather, the right team. During this interview, we’ll discuss how to: - Define your hiring profiles - Assess current talent and select new talent - Design the compensation program to attract and retain the right employees - How to get the most out of your interview process We’ll use SBI’s workbook titled “How to Make Your Number in 2016” to guide this conversation. Specifically, pages 197-213 which detail SBI’s 7 Step Talent Strategy Methodology. We walk Scott through this model, and he explains how he uses his version of it at his company to streamline their hiring strategies. The benefit to you all is you get to see a “demo”, if you will, on how to use this tool. At the end of this show, if you want to use the SBI Workbook yourself, I let you know how to get it. If you want to develop a best-in-class hiring process, listen to this podcast to hear how one of your peers built theirs.

Welcome to the SBI Sales and Marketing podcast. Today, we're joined by Spencer Hodson to discuss developing a cohesive sales strategy using the SBI 5 Step Sales Strategy Methodology. During this interview, we discuss how to: - Set sales quotas using market segmentation, customer type, product category, and sales team. - Drive adoption of your sales methodology. - Design the org chart and determine the head count number. - Staff the sales operations and sales enablement team. We use SBI’s workbook “How to Make Your Number in 2016” to guide our conversation. Specifically, pages 155-192 which gives the details of SBI’s 5 Step Sales Strategy Methodology. We look at how Spencer uses his version of it at his company. The benefit to you all is you get to see a “demo”, if you will, on how to use this tool. At the end of this show, if you want to use the SBI Workbook yourself, we show you how to get it. If you want to develop a best-in-class sales strategy, this episode is a can’t miss.