If you are experiencing this, likely you aren’t alone…

You know something is wrong with your broken model, you just aren’t sure what to do about it…

If you are from systemic Lead Gen / Volume Games / Predictable Revenue Modelling, you are likely experiencing this :

High Operating Costs

- Explanation: The predictable revenue model often involves significant investment in technology, tools for automation, and a specialized sales team. This includes CRM systems, email marketing tools, and data analytics platforms. Additionally, there’s the cost of acquiring leads through paid advertising, content marketing, or outsourcing to lead gen services.

- Impact: For smaller businesses or startups, these costs can be prohibitive, reducing profitability or necessitating a high volume of sales to break even.

High Churn

- Explanation: When leads are pushed through an aggressive, volume-based sales pipeline, the relationship with the customer might not be as personalized or nurtured as it should be. This can lead to lower satisfaction rates, especially if the product or service doesn’t meet the specific needs of the customer after the initial sale.

- Impact: High churn rates mean that although you might generate significant leads, the actual customer retention and lifetime value might be lower than expected.

High Staff Turnover

- Explanation: The pressure to meet quotas and the repetitive nature of outbound lead generation can lead to burnout among sales representatives. Additionally, the specialization required (like sales development reps focusing only on prospecting) might not provide the professional growth or job satisfaction some employees seek.

- Impact: Frequent turnover leads to loss of knowledge, increased training costs, and a potential dip in team morale.

High Market Abrasion

- Explanation: This model often involves cold outreach, which can lead to market saturation or abrasion where potential clients become tired or annoyed by constant unsolicited sales pitches. This can damage brand reputation over time.

- Impact: Over time, this abrasion can make future sales efforts more challenging as prospects become less receptive to your outreach.

Not Understanding Fundamentals

- Explanation: There’s a risk that businesses might become too reliant on the mechanics of lead generation without understanding the core value proposition of their product or service, or the actual needs of the market.

- Impact: This can result in misalignment between what’s being sold and what the market actually needs, leading to ineffective sales strategies.

Not Understanding Commercial Viability

- Explanation: Focusing on generating a high volume of leads might distract from analyzing the commercial viability of each lead. Not all leads convert into profitable customers.

- Impact: Resources might be wasted chasing leads that are unlikely to convert or contribute significantly to revenue.

Not Understanding Formal Deal Stages

- Explanation: In the pursuit of predictability, companies might oversimplify the sales process, ignoring nuanced stages where leads require different handling or nurturing strategies.

- Impact: This can lead to missed opportunities for closing sales because the sales team might not be equipped to handle leads at various stages of readiness.

Not To Mention — no understanding of what sales & marketing alignment, should look like…

The absolute opposite of that is : CRO School.

Let’s break this down.

Closed Circuit Selling

Definition :

The cornerstone of CRO School, Closed Circuit Selling is a model that emphasizes the seamless integration of different functions involved in revenue generation. It focuses on ensuring that marketing, sales, and customer success teams collaborate effectively throughout the entire customer lifecycle. This helps create a continuous feedback loop that enhances customer satisfaction and retention, ultimately leading to increased lifetime value.

Cataloguing the market

Definition :

The process begins by deeply understanding your market. This involves identifying who your best customers are, understanding their needs, pain points, and how they buy. This step is critical for market validation and ensures that all subsequent activities are tailored to serve these ideal customers effectively.

Permission Based Creative

Definition :

Instead of interruptive selling tactics, the framework focuses on earning the right to engage with prospects through valuable content and insights.

Marketings Role

Definition :

Marketing’s role HAS always been the creative application from feedback loops from Business Development’s validation, and information gathering at market.

That creativeness, is amplified over those personas, to educate, evaluate, and bring buyers closer to their buying decision.

BUT to get marketing what they need we need to acquire :

- Market Validation: The emphasis on cataloguing the market provides a solid foundation for all marketing and sales efforts, reducing wasted resources on unsuitable prospects.

- Alignment and Efficiency: The integrated approach reduces internal friction between departments, leading to more efficient operations and a unified customer experience.

- Adaptability: The feedback loop system allows for constant evolution of strategies based on real customer interactions, making it adaptable to market changes.

- Educational Value: Educate the wider market, to capture those who aren’t just ready to “buy now”. And burning everyone else.

This all starts, with the cheat code in business by shifting the goalpost from ‘meetings set’, to ‘Cataloguing the market’

You will then find yourself unlocking business capability in terms of :

Integration Across Sales, Marketing, and Customer Success:

- The model promotes a holistic approach where sales, marketing, and customer success are not separate entities but parts of a cohesive strategy. This integration ensures that:

- Marketing efforts are directly aligned with sales goals.

- Customer success insights feed back into product development and marketing strategies.

- Sales are not just about closing deals but about starting relationships that lead to long-term revenue growth.

This is ‘the’ way.

#B2B