Revenue is trending down, the Board is losing faith in you, you've made some big bets that haven't worked. What are you going to do next?
I've consulted over 40 companies. This is what often happens:
𝗛𝘂𝗴𝗲 𝗽𝘂𝘀𝗵 𝗳𝗼𝗿 𝗺𝗼𝗿𝗲 𝗹𝗲𝗮𝗱𝘀
➝ Marketing run ad-hoc lead generation activities
➝ The business shifts to sales-led outbound
➝ More data is purchased to identify new accounts
𝗦𝗼𝗺𝗲𝗼𝗻𝗲 𝗴𝗲𝘁𝘀 𝗳𝗶𝗿𝗲𝗱
➝ Everyone is at risk - shall we fire Sam in Sales or Mike in Marketing?
➝ A Product lead that's new widget hasn't been sold
𝗠𝗼𝗿𝗲 𝗛𝗲𝗮𝗱𝗰𝗼𝘂𝗻𝘁
➝ SDRs, BDRs, EverythingDRs
➝ An AE because if we need another $1M, surely they'll bring that
➝ The GTM Engineer - because RevOps obviously have no clue
𝗠𝗼𝗿𝗲 𝗧𝗼𝗼𝗹𝘀
➝ There's this tool that helps us capture every signal on the planet
➝ Lets get every LLM
𝗧𝗵𝗲 𝗦𝗹𝗼𝘄 𝗗𝗼𝘄𝗻 𝗧𝗼𝗼𝗹𝘀
➝ Cut spending
➝ Cut headcount
➝ Cut service levels (oh this is a consequence)
𝗡𝗲𝘄 𝗜𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲
➝ Project Phoenix - Big OKR
➝ More OKRs - because 3 isn't enough, lets do 30.
Is there a place for this? Yes!
Is it the right move? .....
The hardest part of addressing growth challenges is actually 2 things
1. Identifying and Categorizing the issue
2. Understanding the options, taking action and throughput
Been spending time looking at the 4 main influencers in GTM that can help refine a strategy
- Volume - do more of what you're doing
- Velocity - go faster
- Value - sell at a higher deal value
- Vitality - strengthen client relationships
When conditions change in your established business, these are typically the levers you can pull to get back on track.
I'm Hannah Ajikawo, CEO and Founder of Revenue Funnel and an award winning thought leader in the Business-to-business (B2B) Sales and Go-to-market (GTM) Strategy Space. Revenue Funnel helps B2Bโฆ
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