Growing your revenue with the help of Citrin Cooperman's Strategy & Business Transformation Practice.

1. vUNLOCKING
REVENUE
GROWTH
Citrin Cooperman’s Strategy &
Business Transformation Practice
ADDRESS
37 North Avenue
Norwalk, CT 06851
CONTACT
TEL: 203-847-4068
E : sronan@citrincooperman.com
WWW.CITRINCOOPERMAN.COM

2. 22 minutes – speed review
7 minutes – your questions
- Framework
- Where to start
- Keys to success
1 minute – about us
Today’s Plan

3. Strategy
Converting ideas into action
Business Transformation
Converting action into value
Strategic Planning
Execution Strategies
Value Planning
Where do we want to go
and what do we want to
be?
How do we get there?
How do we create value in
our business?
Operations
Systems
Talent
How do we become more
efficient, effective, and
scalable?
What technology needs to
support our processes and
people?
How to we align the right
people in the right places to
our common goals?
Strategy & Business Transformation

4. Sales
Fulfillment &
Customer
Service
Product
Development
/ R&D
Marketing
Revenue creation is a cyclical process

5. There are distinct trends across the cycle
Data-driven Decisions Customer Engagement
Automation / AI Collaborative Growth

6. Marketing
Strategy
Branding, Design,
Creative
• Create confusion around brand
• Makes met new revenue very hard
• Disruption = massive growth
• Drive cost of acquisition down
When it is done well When it isn’t done well
• Where do we compete?
• What are our customer segments?
• What is our value proposition?
• What do we stand for?
• How do people know us?
• What is our brand’s look/feel?
• What do we represent?
• Lay the groundwork for sales
• Collateral development
• Develop materials that resonate with
customers
• Bring potential customers in to buy
something
• Set them up for a sale
• Sometimes make the sale
Sales Support
Direct Marketing
Goal: Find new customers, sometimes get them to buy things

7. Marketing
Strategy
Branding, Design,
Creative
Sales Support Direct Marketing
Digital
Technology-driven Agile, fast-moving Quantitative Macro to micro-targeting Drive down CAC

8. The center of gravity for DATA is changing
Finance Marketing
• Customer habits
• Product/service
data
• Digital marketing
analysis
• Advertising
effectiveness
• Revenue and costs
• Cost breakdown
• Profitability
• Which customer activities are most financially productive?
• Which customer attributes produce the most productive
customers?
• Link advertising success with financials

9. Sales
Selling Sales Operations Enablers
• Tactical sales plan – which customers,
which products, when
• Pitches / messaging
• Solution selling – bring resources to the
table
• Close the deals
• Define the sales process – how to lead,
how/when to follow-up, what tools to use
at which points in the process
• Create and capture metrics – close rates,
sales velocity, sell-through
• Customer data excellence
• Internal coaching
• Sales training /
“system”
• CRM
• BI and reporting
• Damage brand and relationships
• Under-price, compromising margins
• Over-promise, making it impossible
to delight the customer
• Capture net-new clients
• Incremental revenue growth
• Improve close cycle, reduce cost of
sales
When it is done well When it isn’t done well
Goal: Get prospects and customers to buy things

10. Fulfillment and Customer Service
• Makes new sales difficult
• Increases cost of quality
• Damage the brand
• Full profit realization
• Creates brand promotors
• Grows customer lifetime value (CLV)
When it is done well When it isn’t done well
Goal: Delight customers, keep them coming back, build promotors in the marketplace
On-time
fulfillment
Great quality
Strong
communication
This person is likely to:
Buy again (and again) (and again) again?
Tell their
friends &
neighbors

11. Collaboration
Product Development / R&D
Goal: Develop great products/services that customers want
Ideas!
Finance
Service
Sales
Marketing
Engineering and Design
Service
Sales
Marketing
Releases
Service
Sales
Marketing
Finance

12. Where to start
Strategy
how will your business grow?
Structure
who is accountable for which results?
Baby steps
what can you accomplish in the next 90 days?

13. Keys to success
1
2
3
Limit your scope
Use digital tools throughout
the cycle
Build in room to fail, learn,
and iterate
Sales
Fulfillment &
Customer
Service
Product
Development
/ R&D
Marketing

14. vHELPING YOU
FOCUS ON WHAT
COUNTS
ADDRESS
37 North Avenue
Norwalk, CT 06851
CONTACT
TEL: 203-847-4068
E : sronan@citrincooperman.com
WWW.CITRINCOOPERMAN.COM
Let’s Talk!
Steve Ronan
Practice Leader – Strategy & Business Transformation
(203) 847-4068
sronan@citrincooperman.com