Today on the SBI Sales and Marketing Podcast, we’re joined by Brandon Tolany to discuss revenue growth strategies. Visit http://bit.ly/GoSBI to follow along at home.
00:00 Welcome to SBI Sales and Marketing Podcast
00:35 Introducing Brandon Tolany, CSO and CMO at Freescale Semiconductor
02:22 Market research: Investigating people, money & time
03:03 Market segmentation - Dividing markets into vertical market segments
04:58 Go-to-market strategies
06:51 The effect product lifecycle has on go-to-market strategies
09:25 Account segmentation – Focusing in from markets to accounts
09:41 The ideal customer profile
10:30 Using market research to score accounts
11:35 Determining revenue potential in individual accounts
13:08 Full-time Equivalent Analyses
15:34 Looking at propensity to buy and design cycles
19:10 Market research activity #3: Buyer segmentation
19:28 Identifying & understanding decision makers
21:50 What is important to the customer?
25:16 Measuring sales performance
SBI TV - Sales and Marketing Video Podcast Episode Summary:
The SBI Sales and Marketing video podcast is a weekly dive into sales and marketing strategies featuring advice from your peers, the top CEOs, CMOs and sales leaders in their industries, about how they hit their sales quota year after year. In this video, we explore how to ramp your revenue growth strategy by using market research to seize opportunities as they appear.
This episode, Greg Alexander, CEO of SBI, is joined by Brandon Tolany, the chief sales officer & CMO at Freescale Semiconductor, an industry-leading company that pulls in just under $5 billion in sales a year and employs over 17,000 people globally. Together, they discuss how to plan and develop the kind of effective revenue growth strategy that allows Freescale Semiconductor to hit its numbers year after year, so you can do the same.
We start by looking at market segmentation, the first pillar of market research. We talk about size vs. growth potential and relative market per share. Next, we discuss the second activity of market research, account segmentation, from ideal customer profiles and scoring accounts to determining revenue potential across segments and allocating resources.
We end by discussing the last activity of market research: segmenting the decision makers within an account. We look at the big questions: Who do you have to convince to keep your company headed towards a healthy revenue growth and how does their influence ripple through one’s growth strategy?
Ready to Make Your Number?
If you want a copy of the workbook mentioned in this video, go to SalesBenchmarkIndex.com/2016 report to see the details of our six step revenue growth method, which covers market research, corporate strategy, product strategy, marketing strategy, sales strategy and talent strategy. If you want to have one of SBI’s seasoned sales and marketing consultants help you implement our revenue growth strategy in your organization, let us know at https://salesbenchmarkindex.com/contact-us/.