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CRO-Level Strategy: From Vision to Execution
CRO-Level Strategy: From Vision to Execution
A great vision is nothing without strategic execution.
The bigger picture can easily get clouded by day to day responsibilities, market conditions, customer retention, individual metrics, and scaling timelines. Don't let it happen to you!
We sat down with Matt Gahr, CRO at Spiff, Mark Kosoglow, VP of Sales at Outreach, and Grace Tyson, VP of Sales at Reprise to talk through their 2022 strategies for making big picture decisions that translate into every day successes across teams.
WHAT YOu’ll LEARN
Revenue Analysis: Improving scalability by leveraging the right metrics like a pro
The Big Why: Identifying your "why" behind the product so your actions reflect the vision
CX Counts: Customer retention from start to finish
KEY TAKEAWAYS
Everything, everywhere, all at once: A metric without context is meaningless. To avoid analysis paralysis, you need incremental efficiency gains against each metric because numbers alone don’t help us. You can only change so many metrics at a time - this is where ROI and the “why’ behind the strategy come in. Tip: Hone in on two a quarter and be willing to reassess.
Is the juice worth the squeeze? Say no to as many things as you say yes to. The real discipline of leadership is selectivity in bandwidth for change. Which specific segment, team, or competitor are you losing to in key areas? Which change can you enable and drive behavior around to make real progress over a shorter period of time? Tip: measure for 2-3 months, not a year.
Sales growth is a drag race: How fast you want to go isn't determined by the car, it’s determined by how long the track is. If you don’t have enough reps or they don’t have enough accounts to grow as fast as you’re aiming for, negotiate reasonable increases and run the number back. Anyone can plug numbers into a spreadsheet - look at the race track and adjust your revenue targets and commissions plans to have a direct tie back to the product.
Quick vs. Successful: The goal is to have reps hitting their win rates consistently with the least amount of pipeline coverage possible. How do you shrink the amount of pipeline coverage? Find a programmatic way to widen your base of participation and look at velocity to determine what your coverage actually is - what is the average, what are the trends, what can you do to make sure the customer has what they need sooner?