Introduction
Sales and Marketing Required Realignment to Achieve Growth
Realizing that its prospect segmentation methodology was not aligned with its ideal customer profile criteria or overall commercial sales strategy, a Technology client sought to transform their sales and marketing organization. Another challenge facing the client was that they lacked expansion or account-based marketing and had a lead qualification process that was outdated and not functioning properly.
Looking to achieve 20% ARR growth (€100M in new ARR bookings) by increasing land ARR, expanding with current customers, updating marketing strategy, leveraging channel partners and updating sales compensation, the client sought to transform sales and marketing. Since the newly appointed CMO had an established relationship with the Alexander Group, they turned to us for expertise to transform their sales and marketing organizations.
Approach
Benchmarking and Analysis to Assess Existing GTM Strategy
For this engagement, the Alexander Group conducted 11 leadership interviews with marketing, sales, strategy and operations. We collected and analyzed data and benchmarked the client against a custom cohort. Over the course of six weeks, we collaborated over assessment readouts and blueprint workshops to create the right future state vision for the company.
Key Findings
Client Faced Declining Revenue and Sales Opportunities
Through the Alexander Group’s analysis and benchmarking of the client’s sales and marketing organizations, it was discovered that:
Recommendations and Outcomes
Achieving Sales and Marketing Realignment
Alexander Group recommended that the client re-design their ICP and develop account scores, redefine prospect segmentation model, align sales coverage to prospect segmentation, determine headcount needs, deploy account-based marketing, redefine MQL and SAL criteria, update comp measures for SDRs and establish clear rules of engagement between sellers and overlay roles.
Alexander Group estimated an approximate €7.7M in cost savings for the client if they were to align their overlay resources to best-in-class coverage ratio benchmarks.
Trusted Marketing Expertise to Lead Organizations Through Transformations
For organizations looking to expertly transform sales and marketing organizations, the Alexander Group can help redefine customer profiles, align sales coverage models, update rules of engagement and more. Contact us today to learn how we can help your organization.
About Alexander Group
Alexander Group understands your revenue growth challenges. Since 1985, we’ve served more than 3,000 companies across the globe. This experience gives us not only a highly sophisticated set of best practices to grow revenue—we also have a rich repository of unique industry data that informs all our recommendations. Aligning product, marketing, operations and finance efforts behind a successful sales organization takes insight and hard work. We help the world’s leading organizations build the right revenue vision, transform their organizations and deliver results.
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