19 min
10X Growth Playbook for B2B Companies - Scott D. Clary, Growth at Grass Valley _ Ampliz B2B Binge Ampliz Podcast
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- Marketing
Scott Douglas Clary is the SVP Marketing & Sales at ExciteM and Strategy and Growth at Grass Valley. He hosts the Success Story Podcast. Scott is Professor at AmityBS. He is also part of the Forbes Council & Revenue Collective. Scott has contributed significantly to Forbes, WSJ, Hackernoon, DJ, The Startup as an author, and other published work.
10X, by definition, is to increase your business by a factor of 10, increase your revenue by a factor of 10, whatever that KPI is. And obviously, not many companies can do that easily. And the playbook for that depends on the company's context, industry, the environment, what you're selling to your customers, and various other factors.
Irrespective of any industry, the concept stems from how you sell to customers. So when you want to 10X growth in your business, you want to increase your business by a factor of 10. Every company has its sales and marketing strategy. Then there are all these different types of branded sales strategies. You have challenger, SPIN, and the list is of endless sales strategies. And that's really like your sales playbook. You understand your customers, their pain points, you solve your customer's pain points at whatever solution you are selling. That's sort of how sales work.
That's not going to have 10x business. What do we have to do more than just a regular sales strategy? If you think about how we solve customer's pain points when we deliver our sales campaign to a customer, we focus on our marketing, our branding, our narrative, our messaging, our inbound or outbound, our operations, our tech stack, or our sales enablement to help our sales reps, and spend more time selling and whatnot.
When you realize how many things are involved in selling to a customer, it's much more than just one conversation. You have to understand the behaviors, all these different parts of commercial business units. You have to focus on and what you have to align your messaging across. What I mean by that is a great sales leader, a great marketing leader, a great revenue leader.
They're going to build out an end to end process that leaves no point of interaction with the customer up to the imagination. Traditionally, when you look at a sales organization, and a marketing organization in many circumstances, those business units are usually siloed.
So let's walk through the traditional sales process. A customer hears about your product. Perhaps they go to a landing page, submit their email address on a form that becomes a marketing qualified lead that gets passed over to sales. An SDR/BDR calls out to that customer. And, and then, they book a demo, and he follows up, and account executive follows up. And that's sort of like the traditional linear sales process.
If you realize and take that mindset as to how you sell to a customer, after they become a marketing qualified lead (MQL), they get passed over to sales. And it's almost like you're after marketing, selling with them now. It's the onus on sales to close that deal, and that's how many businesses work. To have 10X growth of your business, you have to understand that customers don't buy that way. So why are you selling to them like that? According to research, between 50-70% of the customer journey is completed while finding the product information.
They need to buy a product before they even speak to somebody from your organization. Because they're going to your website, your social, and any sort of peer review website, they're getting all of these stats, speaking to their peers, and they're looking at references before they engage with you. Then they go to your website, they put in a request for a sales demo, and now your sales rep speaks to them.
Scott Douglas Clary is the SVP Marketing & Sales at ExciteM and Strategy and Growth at Grass Valley. He hosts the Success Story Podcast. Scott is Professor at AmityBS. He is also part of the Forbes Council & Revenue Collective. Scott has contributed significantly to Forbes, WSJ, Hackernoon, DJ, The Startup as an author, and other published work.
10X, by definition, is to increase your business by a factor of 10, increase your revenue by a factor of 10, whatever that KPI is. And obviously, not many companies can do that easily. And the playbook for that depends on the company's context, industry, the environment, what you're selling to your customers, and various other factors.
Irrespective of any industry, the concept stems from how you sell to customers. So when you want to 10X growth in your business, you want to increase your business by a factor of 10. Every company has its sales and marketing strategy. Then there are all these different types of branded sales strategies. You have challenger, SPIN, and the list is of endless sales strategies. And that's really like your sales playbook. You understand your customers, their pain points, you solve your customer's pain points at whatever solution you are selling. That's sort of how sales work.
That's not going to have 10x business. What do we have to do more than just a regular sales strategy? If you think about how we solve customer's pain points when we deliver our sales campaign to a customer, we focus on our marketing, our branding, our narrative, our messaging, our inbound or outbound, our operations, our tech stack, or our sales enablement to help our sales reps, and spend more time selling and whatnot.
When you realize how many things are involved in selling to a customer, it's much more than just one conversation. You have to understand the behaviors, all these different parts of commercial business units. You have to focus on and what you have to align your messaging across. What I mean by that is a great sales leader, a great marketing leader, a great revenue leader.
They're going to build out an end to end process that leaves no point of interaction with the customer up to the imagination. Traditionally, when you look at a sales organization, and a marketing organization in many circumstances, those business units are usually siloed.
So let's walk through the traditional sales process. A customer hears about your product. Perhaps they go to a landing page, submit their email address on a form that becomes a marketing qualified lead that gets passed over to sales. An SDR/BDR calls out to that customer. And, and then, they book a demo, and he follows up, and account executive follows up. And that's sort of like the traditional linear sales process.
If you realize and take that mindset as to how you sell to a customer, after they become a marketing qualified lead (MQL), they get passed over to sales. And it's almost like you're after marketing, selling with them now. It's the onus on sales to close that deal, and that's how many businesses work. To have 10X growth of your business, you have to understand that customers don't buy that way. So why are you selling to them like that? According to research, between 50-70% of the customer journey is completed while finding the product information.
They need to buy a product before they even speak to somebody from your organization. Because they're going to your website, your social, and any sort of peer review website, they're getting all of these stats, speaking to their peers, and they're looking at references before they engage with you. Then they go to your website, they put in a request for a sales demo, and now your sales rep speaks to them.
19 min