This document discusses the relationship between CEOs and sales teams. CEOs on average have a tenure of over 4 years while VP of Sales only last around 22 months. The roles have different priorities, with CEOs focused on mission, costs, and people, while sales teams are focused on generating revenue. An effective relationship requires the CEO to understand sales processes and not just hold sales accountable for revenue targets. It also means the sales manager takes a coaching role rather than just accountability, focusing on helping sales execute the right buyer-facing actions. Understanding where a company sits in the market adoption lifecycle also helps sales forecasting, which should be based on expected buyer actions not just probability or stretch targets.

1. 1
The Odd Couple:
Sales & the CEO
Peter R. Fillmore,
Founder & CEO, SmartFunnel.com
Webinar May 7, 2014
Copyright © 2014 SmartFunnel.com

2. Sales & the CEO – a Tale of two Roles
Copyright © 2014 SmartFunnel.com 2
The Odd Couple

3. What is the average
tenure of a VP Sales?
According to Bosworth *
Copyright © 2014 SmartFunnel.com 3
* Michael Bosworth - Author: Solution Selling
T
22 Months 44 Months!
What is the average
tenure of a CEO?

4. Copyright © 2014 SmartFunnel.com 4
Odd Couple
“The things we think,
and do not say”
(Jerry Maguire – 1996)

5. Let’s start with the CEO
Copyright © 2014 SmartFunnel.com 5
Mission – Cost
People
(…Gaps)
Mission – Cost
People
(…Gaps)
Mission – Cost
People
(…Gaps)

6. • CEO Experience – No Sales …or… Sales
• The importance of “Accountability”
CEO style drivers
Copyright © 2014 SmartFunnel.com 6

7. • For what?
• …..Results? ……Actions?
Accountability
Copyright © 2014 SmartFunnel.com 7

8. The Limits of Accountability
Copyright © 2014 SmartFunnel.com 8
CEO
Sales Mgr
Sales
“Show me the money!”
“Show me the money!”
“Show me the money!(?)”
Customers

9. Sales People
Copyright © 2014 SmartFunnel.com 9

10. Anatomy of a Salesman
Copyright © 2014 SmartFunnel.com 10
Personality + Skills
Motivation + Process

11. Sales People – 80/20 Rule
Copyright © 2014 SmartFunnel.com 11
JourneymenEagles
Target

12. Sales Manager Role
Copyright © 2014 SmartFunnel.com 12
Coach them !! …Design “buyer actions”
…as your process

13. Sales Manager Role
Copyright © 2014 SmartFunnel.com 13
Coach them !! …Guide behaviors

14. Accountability – better way
Copyright © 2014 SmartFunnel.com 14
CEO
Sales Mgr
Sales
“Show me the money!”
“Help me help you!”
Coaching – Sales Actions to
drive Buyer Actions
Customers

15. • Are you in a new category?
• Where are you in the adoption lifecycle?
Market Adoption
Copyright © 2014 SmartFunnel.com 15

16. New Product, new Category?
Copyright © 2014 SmartFunnel.com 16
TheChasm
Bowling AlleyEarly Market
Main StreetTornado !!
With thanks to Geoffrey A Moore - Author: Crossing the Chasm

17. Buyers & Sales Teams
Copyright © 2014 SmartFunnel.com 17
Buyer Visionary Niche Mkt Majority Laggard
Corporate
Motivator
Compet.
Advantage
Urgent Pain
removal
Infrastructure Do as told
Personal
Motivator
Career Firefighter Manage
the project
Comfort
Risk Attitude Seek & Manage
risk
Select risk Avoid Risk Avoid change
$ Price
Attitude Value-based CommoditySales =
Prod Mgr
Sales = Niche
Bus Dev.
Sales =
Just Ship!
Sales =
Relationships
With thanks to Geoffrey A Moore - Author: Crossing the Chasm

18. • Not by % Probability
• Not by “Confidence Level”
• Not by “Stretch Targets”
• Buyers work on an internal
playing field
• Forecast by Buyer Actions –
use your sales process,
(aka “Buy Process”)
Forecasting
Copyright © 2014 SmartFunnel.com 18

19. Copyright © 2014 SmartFunnel.com 19
Summary – The end game
I’ve got
your
back!
Sales Mgmt
Sales Team
Sales Process Design
Coaching individual Actions
CEO
Market/Product Maturity
Forecasting = Customer Actions
Accountability = $ Numbers…

20. April 2, 2014
Speeding up Sales
May 7, 2014
The Odd Couple:
Sales & the CEO
June 4, 2014
Sales Forecasting
Webinars – A Trilogy
Copyright © 2014 SmartFunnel.com 20
Suggestion:
Invite CFO to
join you

21. Thank you
The Odd Couple: Sales & the CEO
May 7, 2014
Peter Fillmore
peterf@smartfunnel.com
www.smartfunnel.com
Copyright © 2014 SmartFunnel.com 21