Bridging the chasm between sales and marketing - John Kauffman and Tom Van Sickle (proprietary)

1. The Next Business Breakthrough for CEOs:
Putting a Cork in the Black Hole of Sales and Marketing.
Sales and marketing typically cost a company about 20-30% of it’s revenue. Yet, these
last bastions of old-school corporate inefficiency have yet to be swayed by modern
business process engineering and foundational best practices. While manufacturing
and operational effectiveness are now managed down to the decimal point, CEOs
report that their sales and marketing departments are the least predictable, straight
forward and transparent as well as being one of the most dysfunctional areas they have
to deal with.
With significant budget and resources being poured into impacting the revenue side of
business only 9% of companies are able to actually drive revenue generation in a
predictable, repeatable manner, grow at greater than industry rates and outperform the
competition. Which is why 7 out of 10 CEOs report that they have lost faith in the
classic sales and marketing model.
From our research with hundreds of CEOs and other C-level execs, the only conclusion
we can reach is that the classic sales and marketing process is broken. The real question
is, why?
If you search for a cause you will find thousands of well meaning articles filled with
fluffy, high-level suggestions pointing to the need for “sales and marketing alignment”
and “better communication” but few pragmatic tactics and no real-world, best practices
for fixing the problem. From all these confusing symptoms masquerading as the
source, we have drilled down to the root cause and offer a simple, sure-fire fix.
Suffice it to say, it's about time sales and marketing grew up, embraced practical
business discipline and began working as the company's “revenue team" before they get
lynched by the rest of the org. and the CEO for missing the forecast yet again.
What we call the “Black Hole” era of fuzzy, unaccountable, and opaque sales and
marketing practices ends today, with this article.
What We Deliver:
We align sales and marketing with proven best practices using a Six-Sigma-like methodology for
“Advancing the Sale,” to deliver a reliable, predictable and repeatable way for the CEO to hit the
revenue forecast, enabling our clients to join the 9% of businesses able to drive revenue at greater
than industry rates and outperform their competition.