Brand is Not Differentiating Value

POSTED BY Carl Moe on Nov 1 under CRO, Methodology, differentiating value

We spend a lot of time helping clients understand their Differentiating Value – what they bring to the market that is unique and/or better than the competition. The process is straight forward. Here is a summary for those planning their 2013 revenue program:
Differentiating Value is not:
1. Features and benefits
2. Value platform
3. Brand
4. Quality, service or [...]

Zero Visibility Sales Forecasts Spell Trouble

POSTED BY Carl Moe on Jun 9 under CRO, Forecast Process, Methodology

Here is an article I wrote for the B2B Buzz blog.
An excerpt:
When you take a close look at how companies utilize their sales staffs, there are two clear reasons for Zero Visibility Sales Forecasts:

Salespeople are allowed to create their own forecast process
The forecast process aligns perfectly with the Don’t Ask, Don’t Tell Sales Model

Left [...]

Revenue as a System

POSTED BY Carl Moe on Jun 8 under CRO, Methodology, Sales Process

What is the real benefit of “Revenue as a System” (RaaS)?
The short answer is:  Leadership teams strategize systems – not tactics.
My experience suggests most companies will strategically plan and develop their infrastructure systems (lean manufacturing systems, global IT systems, ISO 9000 systems, etc.) as core assets of the business but invest little time on their [...]

No One Will Need to be Good

POSTED BY Carl Moe on May 16 under CRO, Methodology

“…dreaming of systems so perfect that no one will need to be good“
–T.S. Eliot, from The Rock
There was a time in the evolution of computer when this concept was believed to be just a few clicks away. Well, decades later, we are still a few clicks away but the journey has been productive. E-commerce has [...]

You don’t know what you are doing

POSTED BY Carl Moe on May 9 under CRO, Methodology

Deming said it best…“If you can’t describe what you are doing as a process, you don’t know what you are doing.”
Most CEO’s understand Deming’s wisdom and apply this concept to many aspects of this concept business …except in sales. Sales is typically viewed as an independent variable of the business and not subject to the [...]

Defining your Differentiating Value – Where do I start?

The first step moving from a features & benefits-based, go-to-market model to a Differentiating Value (DV) approach is defining your Differentiating Value. In B2B revenue models, the first question to ask is: How does my product / service improve the customer’s business? Forget the traditional quality, service and support pontifications. In B2B, quality, service and [...]

The “Go to Market” Process for CEO’s

POSTED BY Carl Moe on Feb 4 under CRO, Methodology, Sales Process

As we start 2011, one item clearly stands out – the recession has helped senior executives (CEO, CRO, President, etc.) of surviving businesses understand at least one important concept – your ‘go to market’ process is more strategic than just hiring a few sales people, going to a couple trade shows, changing the web home [...]

What is a Revenue System?

POSTED BY Carl Moe on Oct 29 under CRO, Methodology

I have enjoyed the opportunity to address several executive groups recently about a very specific topic – “What is a Revenue ‘System?’”
First, ANY business system (production, inventory, quality, Lean, ISO, etc.) is:
— Process-Based
— Built on Competence and Expertise
— Includes Process Accountability and Diagnostics
Ideally, the system operates as a process-based, closed-loop activity so performance is predictable [...]

What is a “Closed Loop” Revenue System?

POSTED BY Carl Moe on Aug 30 under CRO, Methodology, Sales Process

If revenue is the lifeblood of a business, the revenue system is the heart that keeps everything working. Hearts operate only as “closed loop” systems and the same applies in business. In order to have a closed loop business system, you need a structured model with built-in process accountability and diagnostic controls. This is how [...]

Eliminating Sales UFO’s

POSTED BY Carl Moe on Aug 13 under Methodology, Money, Qualifying, Sales Process

Our 5M’s sales process does not specify a sequence for qualifying prospects through the Motivation, Money, Methodology and Market qualifying questions. To qualify a prospect, you need to cover all of the M’s.
However, some sales teams are seeing higher numbers of UFO’s (Un- Funded Opportunities) such that starting with the Money discussion to confirm a [...]

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