Revenue Riser Alate Business Growth Ltd

Account-based marketing encompasses an organisation’s entire go-to-market strategy. It involves deep understanding of a few target customers or prospects – and crucially the people within them.
Contrary to the name, ABM is about far more than marketing. It encompasses sales, customer success, research, and planning. And although SaaS products play an important role, it is not a tech-driven solution, but rather a collaborative insights-based approach, aided by technology.
GuestsHelen Brown is the founder of Seeblue Marketing, a specialist tech sector marketing agency. Steve Bonadio is VP of Global Demand Generation at Ivalua, a growing spend management platform.
Key takeawaysTechnology can enable an ABM strategy, but isn’t at its root.The insight gathered from an ABM platform needs to be absorbed by a human.Avoid embarking on an ABM campaign before you know you have a strong, proven message.ABM campaigns are a team effort, spread across marketing, sales, and customer success teams.Don’t talk about yourself at the beginning of a campaign. Instead, tailor and personalise your approach for each target customer.
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Successful channel partnerships need focus and collaboration, and in an increasingly uncertain climate, it becomes even more important that we not take existing relationships for granted.
Joining Anna to continue their conversation on channel success are Steve Warburton and Matt Hathorn.
GuestsSteve Warburton is Managing Director of Zen Internet's partner and consumer business, and one of the most highly-regarded channel leaders in the industry.
Matt Hathorn is CEO of Recur, which has been helping vendors and partners activate and deliver on their mutual sales growth plans, for over a decade.
Key takeawaysEffective execution of strategy starts from the shop floor, not from the top down.This value exchange should be evident across sales, operations, technical, etc.Now more than ever during a challenging economic period, it’s important to know what you’re good at, and focus on delivering that core competency, rather than become tempted by other avenues that ultimately dilute the core business offering.Enablement is an open-ended activity. Activation is what drives real sales. It’s less well-understood but more impactful.It’s far easier to learn in bitesized chunks, but those chunks need to be connected together to create an effective learning journey.Ferocious competition is not always in the interest of the customer, especially if it leads to businesses failing to co-operate to deliver customer success.If a client is acquired by a larger entity, we cannot assume the relationships we’ve built with that partner will hold, so we need to view a merger or acquisition as the beginning of a new relationship, and put in all the requisite effort to create success.Why a partner who’s just been acquired might be like an oil tanker arriving at the front door – and what to do about it.
LinksConnect with Steve on LinkedInConnect with Matt on LinkedInRevenue Riser S02E02: Take your channel success to the next level

Attracting talent is difficult in this current climate. Recruiters need to be clear on the candidate they want to attract, the role and job description, and the characteristics that will be a good fit for their business.
It’s vital to consider what value the role has to the organisation, as well as ways that a candidate might demonstrate their own value outside of the standard interview process. Anna unpacks these and many other issues in this episode, focusing on hiring a rockstar sales team, not simply recruiting individual rockstar candidates.
GuestsJulie Greenfield has extensive experience recruiting and enabling salespeople, with practical down-to-earth experience, combined with an obvious passion for the aspirational.
Alex Ede is Business Development Director at PRISM, a neuroscience behavioural profiling tool, and a go-to advisor on all things behavioural.
Key takeawaysActionable steps you can take to recruit the best-fit talent for your business:
How to make sure your job description actually matches the work to be done – and why that matters.Be clear about what the candidate can expect from your business.Does your network think and look like you?
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The role of a leader is to create an environment where coaching can happen, to get authority from above, and to facilitate their team to get on with the work.
In this episode, Anna and her guests explore how to take sales coaching to the next level to empower collective leadership within sales teams.
GuestsDavid Clutterbuck is a leading coaching author and mentor, who combines purpose, robust research, and infectious enthusiasm.
Emmet Florish is the CEO Ctrl.io, and is on a mission to help sales managers tackle their biggest challenges.
Key takeawaysTwo things only the actual leader can doGreat coaches exhibit compassion (for others and for themselves), curiosity, courage, and connectednessWhy having “the data” can get in the way of coachingWhat does your team really need you for?How can you get out of your team’s way?How coaching expands from coaching the individual to coaching the systemA coaching culture can’t simply be handed down – it has to be agreed upon and supported across the whole teamA sales meeting doesn’t always have to be led by the sales team leaderHow to celebrate our mistakes for the learning they create
LinksConnect with David on LinkedInConnect with Emmet on LinkedInRevenue Riser episode 4: Spread a little happiness and grow your salesRevenue Riser episode 5: CRM: actionable insight that drives sales

Is your team successful but drained? Can you keep up this pace forever? What do today's revenue leaders and their teams need to do to be successful for the long-term? Following a year of uncertainty, business pivots and everyone digging deeper, how do we deliver ever-more demanding targets without hitting burn out and exhaustion?
Join Pia Lee, CEO of Squadify, Greg Wade aka The Defender and host, Anna Britnor Guest, as they explore how the world of 2021 and beyond requires fresh thinking about leadership and teamwork in the sales function and beyond.
The situation has changed - has your leadership approach kept up? Filled with insights and real world experience, this episode will give you practical insights that you can apply to your own leadership environment.

What does your partner or vendor of the future look like? What can you learn from experienced channel leaders to help you avoid the pitfalls, and to activate and accelerate your sales? Hear from Zen Internet's MD of Partners, Steve Warburton, and Matt Hathorn, Director and Founder at channel profitability specialists, Recur Global, in conversation with Revenue Riser host Anna Britnor Guest, herself a long time activator within the channel. We discuss how the partners of today are not necessarily the ones who will deliver for the future, how to spot potential and spend your partner enablement and activation funds wisely. Matt and Steve candidly share their experiences of what's worked, what hasn't and how to create aligned, close partnerships that deliver real value all round. And if you enjoy this episode please subscribe and follow this podcast for more episodes. www.revenueriser.com