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Growth is a
Thinking Game
@Tiffani_Bova
Play the Long Game
Tiffani Bova, Global Growth Evangelist
WSJ Bestselling Author, Growth IQ
“In the beginners mind there are many possibilities.
In the experts mind there are few.”
Shunrù Suzuki, Zen Monk
Let’s Set the Scene
New Channels
Greater Expectations
More Competition
Aligned Purpose
New Experiences
Your Customers
We’re in a New World
Connecting with your customers is harder than ever
Your Company
Customers want to buy on their terms
You’re working hard to become easy to do business with
You’re adding new channels: And new revenue models:
Service
Ecommerce
Direct sales
Channel sales
In-product selling
Retail
Third-party
marketplace
One-time sales
Subscription
s
Usage/consumption
Milestone-based billing
Businesses use an average
of different sales
channels*
3
Businesses use an average
of different revenue
models*
2
People don't want quarter-inch drills.
They want quarter-inch holes.
THEODORE LEVITT
@TIFFANI_BOVA
Jobs remain
similar over time.
What changes is
the solutions
people use to get it
done.
How to Build a Modern
Growth Organization
The Experience Equation
“Customers will remember the experience
they have with a brand much longer than the
price they paid”
@Tiffani_Bova
Source: Connected Customer Survey, Salesforce Research, April 2022
Customer Experience
has Reached a
Tipping Point
88%
Of customers
feel experience
a company
provides is as
important as
its product or
services.
Who are The Keepers of
Your CX Promise?
Employees
Employees have taken over customers as
the #1 priority stakeholder for
businesses to ensure long-term success.*
*Source: 2021 Spring update of Edelman Trust Barometer
But…employees aren’t always happy,
and it’s impacting CX and Growth.
Experiences Inside Work
NOT Smart
NOT Connected
NOT Social
NOT Mobile
Experiences Outside Work
Smart
Connected
Social
Mobile
Employees expect the same level of personalized, tailored
experience at work as in their personal lives
Average Enterprise has 900 Apps Only 29% are Integrated*
Source: Mulesoft
Q10: And what do you think are the biggest internal challenges for your company to grow in revenue?
Please rank each of the following from biggest to smallest challenge. <Ranked first> / Employees n=3501, C-Suite n=626
Stated Biggest Internal
Challenges
for Company’s Revenue
Growth
Ensuring seamless tech is key to EX, and C-Suite aren’t aligned with
employees – or customers
Seamless Tech is Strongest Driver of Employee-Exec
Disconnect
52%
of C-Suite believe that the
technology their company
provides is working effectively
32%
of employees believe that the
technology their company
provides is working effectively
20%
of customer-facing employees
strongly agree that their
company is providing great
technology that is seamless and
helps them collaborate easily
ONLY
ONLY
BUT
Source: Salesforce, Experience Advantage, March 2022
Why it matters?
@Tiffani_Bova
“The fastest way to get
customers to love your brand
– is to get your employees to
love their job.”
C-Suite who have…
…CX as a top priority
for their company saw
…EX as a top priority
for their company saw
(57% vs. 40%)
(39% vs. 29%)
Good EX drives good CX and vice versa
It’s a relationship that reaps continuous rewards
Lowest in France (0.0x) and highest in
Germany (2.8x) and Argentina (2.3x)
Lowest in Germany (0.9x) and highest in
Brazil (2.5x)
1.3x
growth in their client
satisfaction KPIs over
those who do not
growth in their employee
satisfaction KPIs over
those who do not
1.4x
The Ripple Effect of EX and CX When Done Right
The Seller’s Dilemma
Revenue Generation is
Getting Harder
Lack of time
of a seller’s day is spent
non-selling
66%
Sources: Salesforce, 2020; Bain 2020; Bain 2020
Time is a Scarce Commodity
High Performers
Are More Likely to
Automate
Repetitive Tasks
132%
More likely to automate account
action determination than
underperformers
51%
more likely to automate
sales-data and customer
notes logging
113%
More likely to automate
lead/opportunity
prioritization
A Crisis of Prioritization
Lack of time
of a seller’s day is spent
non-selling
66%
Lack of focus
Sales coaching tends to be
focused on the wrong topics
(Average time spent on lower-
impact topics: 50%)
Admin / Other
Process
Coaching
Account /
Deal Strategy
100
80
60
40
20
0
Lower
impact
topics
Higher
impact
topics
Sources: Salesforce, 2020; Bain 2020; Bain 2020
From The Office Of
Market Strategy
Organizations Balance Process and Autonomy
With flexibility
and autonomy
Through defined
processes and protocols
56% 44%
67%
63%
say enforcement
of activity
logging is
stricter
say they log
more customer
interaction
details
How Sales Organizations Encourage Reps to Operate
VS.
“State of Sales,” Salesforce Research, September 2020.
Since 2019...
Management Value
Lack of time Lack of quality coaching
of a seller’s day is spent
non-selling
66% 54%
Lack of focus
Sales coaching tends to be
focused on the wrong topics
(Average time spent on lower-
impact topics: 50%)
Admin / Other
Process
Coaching
Account /
Deal Strategy
100
80
60
40
20
0
Lower
impact
topics
Higher
impact
topics
Of reps would not be willing
to pay $1 for an hour of their
manager’s time
Sources: Salesforce, 2020; Bain 2020; Bain 2020
Nearly half of salespeople would rather go to the
dentist than cold call
Q17. Please select which of the following you would rather do.
Base: 982 full-time salespeople across US, UK, and DE.
Wait in line at the post
office
Work in a different
industry
Work in a non-sales function
in 5 years
Work in sales 5 years ago
Go to the dentist
Make sales decisions
based on data
The Connection Points
From The Office Of
Market Strategy
Customers see one company,
not separate departments
Disconnected Teams
Don’t Break Down Silos – Build Bridges Between Them
From The Office Of
Market Strategy
Customers see one company,
not separate departments
Goals are misaligned
Disconnected Teams Disconnected Metrics
Don’t Break Down Silos – Build Bridges Between Them
From The Office Of
Market Strategy
Customers see one company,
not separate departments
Goals are misaligned
Disconnected Teams Disconnected Metrics
Buyer needs vs Internal
Processes
Disconnected Experiences
Don’t Break Down Silos – Build Bridges Between Them
From The Office Of
Market Strategy
z
So what does
the future hold?
From The Office Of
Market Strategy
What if….
Advanced data
science could help every
sales organization to find
opportunities and
turn them into
revenue, faster.
z
From The Office Of
Market Strategy
What if….
AI could dramatically
augment the skills and
productivity of every
seller?
z
From The Office Of
Market Strategy
What if….
We could focus less on
next quarter’s quotas
and more on delivering
better outcomes and
customer values?
z
From The Office Of
Market Strategy
Final Thoughts
• Start with a ‘beginners mind’
• Empower employees to serve customers better
• Embrace change, reward ideas
• Everyone plays a role in growth, not just the
front-line
• Your differentiation will be your mental model
• Change starts with you.
Growth is a Thinking Game
Podcast
"What’s Next With Tiffani Bova”
Read the Book: Growth IQ
http://tiffanibova.com/Book
Salesforce Primary Research
Salesforce and Forbes
Insight: The Experience
Equation
The intersection of Employee and Customer Experience to Drive Growth
HBR: How Employee
Experience Impacts Your
Bottom Line
Salesforce and Edelman:
The Experience Advantage
Thank You
Growth IQ Framework
10 Strategies to Drive Growth
Workshop

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BoSUSA22 | Tiffani Bova | Growth is a Thinking Game

  • 1. Growth is a Thinking Game @Tiffani_Bova Play the Long Game Tiffani Bova, Global Growth Evangelist WSJ Bestselling Author, Growth IQ
  • 2. “In the beginners mind there are many possibilities. In the experts mind there are few.” Shunrù Suzuki, Zen Monk
  • 4. New Channels Greater Expectations More Competition Aligned Purpose New Experiences Your Customers We’re in a New World Connecting with your customers is harder than ever Your Company
  • 5. Customers want to buy on their terms You’re working hard to become easy to do business with You’re adding new channels: And new revenue models: Service Ecommerce Direct sales Channel sales In-product selling Retail Third-party marketplace One-time sales Subscription s Usage/consumption Milestone-based billing Businesses use an average of different sales channels* 3 Businesses use an average of different revenue models* 2
  • 6. People don't want quarter-inch drills. They want quarter-inch holes. THEODORE LEVITT @TIFFANI_BOVA
  • 7. Jobs remain similar over time. What changes is the solutions people use to get it done.
  • 8. How to Build a Modern Growth Organization
  • 10. “Customers will remember the experience they have with a brand much longer than the price they paid” @Tiffani_Bova
  • 11. Source: Connected Customer Survey, Salesforce Research, April 2022 Customer Experience has Reached a Tipping Point 88% Of customers feel experience a company provides is as important as its product or services.
  • 12.
  • 13.
  • 14. Who are The Keepers of Your CX Promise? Employees
  • 15. Employees have taken over customers as the #1 priority stakeholder for businesses to ensure long-term success.* *Source: 2021 Spring update of Edelman Trust Barometer
  • 16. But…employees aren’t always happy, and it’s impacting CX and Growth.
  • 17. Experiences Inside Work NOT Smart NOT Connected NOT Social NOT Mobile Experiences Outside Work Smart Connected Social Mobile Employees expect the same level of personalized, tailored experience at work as in their personal lives
  • 18. Average Enterprise has 900 Apps Only 29% are Integrated* Source: Mulesoft
  • 19. Q10: And what do you think are the biggest internal challenges for your company to grow in revenue? Please rank each of the following from biggest to smallest challenge. <Ranked first> / Employees n=3501, C-Suite n=626 Stated Biggest Internal Challenges for Company’s Revenue Growth
  • 20. Ensuring seamless tech is key to EX, and C-Suite aren’t aligned with employees – or customers Seamless Tech is Strongest Driver of Employee-Exec Disconnect 52% of C-Suite believe that the technology their company provides is working effectively 32% of employees believe that the technology their company provides is working effectively 20% of customer-facing employees strongly agree that their company is providing great technology that is seamless and helps them collaborate easily ONLY ONLY BUT Source: Salesforce, Experience Advantage, March 2022
  • 22. @Tiffani_Bova “The fastest way to get customers to love your brand – is to get your employees to love their job.”
  • 23. C-Suite who have… …CX as a top priority for their company saw …EX as a top priority for their company saw (57% vs. 40%) (39% vs. 29%) Good EX drives good CX and vice versa It’s a relationship that reaps continuous rewards Lowest in France (0.0x) and highest in Germany (2.8x) and Argentina (2.3x) Lowest in Germany (0.9x) and highest in Brazil (2.5x) 1.3x growth in their client satisfaction KPIs over those who do not growth in their employee satisfaction KPIs over those who do not 1.4x
  • 24. The Ripple Effect of EX and CX When Done Right
  • 25. The Seller’s Dilemma Revenue Generation is Getting Harder
  • 26. Lack of time of a seller’s day is spent non-selling 66% Sources: Salesforce, 2020; Bain 2020; Bain 2020 Time is a Scarce Commodity
  • 27. High Performers Are More Likely to Automate Repetitive Tasks 132% More likely to automate account action determination than underperformers 51% more likely to automate sales-data and customer notes logging 113% More likely to automate lead/opportunity prioritization
  • 28. A Crisis of Prioritization Lack of time of a seller’s day is spent non-selling 66% Lack of focus Sales coaching tends to be focused on the wrong topics (Average time spent on lower- impact topics: 50%) Admin / Other Process Coaching Account / Deal Strategy 100 80 60 40 20 0 Lower impact topics Higher impact topics Sources: Salesforce, 2020; Bain 2020; Bain 2020
  • 29. From The Office Of Market Strategy Organizations Balance Process and Autonomy With flexibility and autonomy Through defined processes and protocols 56% 44% 67% 63% say enforcement of activity logging is stricter say they log more customer interaction details How Sales Organizations Encourage Reps to Operate VS. “State of Sales,” Salesforce Research, September 2020. Since 2019...
  • 30. Management Value Lack of time Lack of quality coaching of a seller’s day is spent non-selling 66% 54% Lack of focus Sales coaching tends to be focused on the wrong topics (Average time spent on lower- impact topics: 50%) Admin / Other Process Coaching Account / Deal Strategy 100 80 60 40 20 0 Lower impact topics Higher impact topics Of reps would not be willing to pay $1 for an hour of their manager’s time Sources: Salesforce, 2020; Bain 2020; Bain 2020
  • 31. Nearly half of salespeople would rather go to the dentist than cold call Q17. Please select which of the following you would rather do. Base: 982 full-time salespeople across US, UK, and DE. Wait in line at the post office Work in a different industry Work in a non-sales function in 5 years Work in sales 5 years ago Go to the dentist Make sales decisions based on data
  • 33. From The Office Of Market Strategy Customers see one company, not separate departments Disconnected Teams Don’t Break Down Silos – Build Bridges Between Them
  • 34. From The Office Of Market Strategy Customers see one company, not separate departments Goals are misaligned Disconnected Teams Disconnected Metrics Don’t Break Down Silos – Build Bridges Between Them
  • 35. From The Office Of Market Strategy Customers see one company, not separate departments Goals are misaligned Disconnected Teams Disconnected Metrics Buyer needs vs Internal Processes Disconnected Experiences Don’t Break Down Silos – Build Bridges Between Them
  • 36. From The Office Of Market Strategy z So what does the future hold?
  • 37. From The Office Of Market Strategy What if…. Advanced data science could help every sales organization to find opportunities and turn them into revenue, faster. z
  • 38. From The Office Of Market Strategy What if…. AI could dramatically augment the skills and productivity of every seller? z
  • 39. From The Office Of Market Strategy What if…. We could focus less on next quarter’s quotas and more on delivering better outcomes and customer values? z
  • 40. From The Office Of Market Strategy Final Thoughts
  • 41. • Start with a ‘beginners mind’ • Empower employees to serve customers better • Embrace change, reward ideas • Everyone plays a role in growth, not just the front-line • Your differentiation will be your mental model • Change starts with you. Growth is a Thinking Game
  • 42. Podcast "What’s Next With Tiffani Bova” Read the Book: Growth IQ http://tiffanibova.com/Book
  • 43. Salesforce Primary Research Salesforce and Forbes Insight: The Experience Equation The intersection of Employee and Customer Experience to Drive Growth HBR: How Employee Experience Impacts Your Bottom Line Salesforce and Edelman: The Experience Advantage
  • 46. 10 Strategies to Drive Growth
  • 47.
  • 48.
  • 49.