Alignment score


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  • (refer audience to handout. Ask them to score their companies) (will be interesting if people from same company are at same table)
  • (After briefly discussing the chart, ask for comments and observations from audience about their respective scores)
  • (refer them to other page in handout. Ask them to think seriously about hard and soft costs associated with these things) (ask for comments or observations)
  • In past 24 months which of these actions have been taken in your company to gain alignment in marketing and sales? How’d that work for you? Did results happen as quickly as expected? Were improvements on-going or one-time?
  • Alignment score

    1. 1. The Marketing/SalesAlignment Index™<br />Is mis-alignment in Marketing and Sales limitingyour company’s revenue growth?<br />
    2. 2. Perceived Obstacles to a Revenue Breakthrough<br />Market factors<br />Disbelief / resignation<br />Time restraints<br />Budget restraints<br />Skill gaps<br />Process gaps<br />Alignment gaps <br />Strategic-Momentum with Besondy Consulting & Interim Mgmt.<br />2<br />
    3. 3. The #1 Obstacle<br />Mis-alignment of marketing and sales<br />Different processes, compensation, terminology, funnel definitions, views of the buyer<br />Different beliefs and attitudes about goals, cooperation, accountability and trust<br />Strategic-Momentum with Besondy Consulting & Interim Mgmt.<br />3<br />
    4. 4. The Alignment Index™(Mark each that applies in your company; add total marks in culture column and again in process column, then calculate index)<br />The culture<br />Lack of relationship and trust<br />Inauthentic & closed conversations<br />Negative mood and tone to interactions<br />Lack of commitment<br />Making each other wrong<br />Waiting for the other to “fail”<br /> The “I told you so” syndrome<br />Lack of respect for the other function<br />Power struggle for control<br />Sales exec wants to control marketing<br />Marketing exec wants to control Sales<br />Unwillingness to openly resolve issues<br />The processes<br />Marketing has one plan; Sales another<br />Lack clear plan for growth<br />No agreement to lead generation quality & quantity<br />Marketing spending resources on tactics seen as not benefiting Sales<br />Tactics are arbitrary<br />Sales isn’t respecting Marketing’s processes<br />Sales forecast is seldom more than 85% accurate<br />Lack of transparency into the sales funnel; lack of KPI’s and funnel metrics<br />Strategic Momentum with Besondy Consulting & Interim Mgmt.<br />4<br />You culture score __ ÷ 8 x 100 = Culture Alignment Index<br />You process score __ ÷ 8 x 100 = Process Alignment Index<br />
    5. 5. Your Alignment Index™ Score<br />Strategic-Momentum with Besondy Consulting & Interim Mgmt.<br />5<br />
    6. 6. What are the costs of a high Alignment Index?(Estimate hard and soft costs plus opportunity costs)<br />Culture<br />Staff churn<br />Missed revenue & profit targets<br />Reduced agility<br />Reduced responsiveness<br />Impacts customer relationships<br />Lack of coordination<br />Mistakes<br />Processes<br />Cost of customer acquisition too high<br />Sales cycle too long<br />Inaccurate sales forecast<br />Ineffective marketing spend<br />Tactic or campaign do over's<br />Cost per lead too high<br />Time to market is too long<br />Strategic-Momentum with Besondy Consulting & Interim Management<br />6<br />Estimated Annual Cost: $_____<br />Estimated Annual Cost: $_____<br />
    7. 7. Typical Paths to Alignment<br />Change leadership<br />Reorganize <br />Participate in bonding experiences<br />Agree on lead quality definition<br />Implement CRM or marketing automation system <br />Strategic-Momentum with Besondy Consulting & Interim Mgmt.<br />7<br />Usually deliver short-term, incremental results!<br />
    8. 8. Build alignment & commitment for true breakthrough revenue performance<br />Disagreement<br />Alignment and Commitment to a game worth playing within an environment of trust and integrity<br />Agreement to an action plan<br />Alignment<br />Strategic-Momentum with Besondy Consulting & Interim Management<br />
    9. 9. How?<br />The 6-Week Revenue Breakthrough™ program<br />A facilitated program for Sales and Marketing teams consisting of on-site workshops and coaching that create<br /> an environment of trust and commitment <br />a crystal clear action plan for achieving a breakthrough revenue goal.<br />Based on methodologies and best practices proven globally in companies of all sizes and industries.<br />Strategic-Momentum with Besondy Consulting & Interim Mgmt.<br />9<br />
    10. 10. Delivered by<br />Richard Eppel<br />President of Strategic-Momentum, Inc. specializing in helping clients to accelerate revenue and profit growth through strategy formulation and business process development.<br />10 years as a business consultant and executive coach<br />Over 30 years in the high-tech industry as an engineering executive, and CEO specializing in corporate turnarounds<br />Charles Besondy<br />President of Besondy Consulting & Interim Management, LLC specializing in aligning the marketing function in B2B companies for revenue growth<br />9 years interim marketing executive and consultant<br />25 years marketing leadership roles in SMB high-tech businesses<br />Certified Funnel Coach for Math Marketing in North America<br />Strategic-Momentum with Besondy Consulting & Interim Mgmt.<br />10<br />