Whether you are a private owner, private equity, Board Member, Chief Executive Officer, Chief Operating Officer, President, a Sales or a Marketing leader, you need to get the most out of your sales and marketing organization. As you evaluate your team’s performance, you might ask yourself the following questions.

Why should your company invest in your sales and marketing organization?

Following are several potential reasons.

• To develop and implement a go-to-market strategy with clear strategic direction.
• To create brand awareness and communicate a strong value proposition.
• To clarify roles, responsibilities, objectives, and provide performance feedback.
• To optimize or expand your product or service portfolio.
• To develop a sales culture and structure that motivates and enables the sales organization to perform at a high level as individuals and as a team.
• To elevate the results of middle performers by defining roles and competencies, then implementing enhanced training, coaching, performance management and reward systems.
• To ensure that you have an effective pricing management system that maximizes profitability.
• To implement consistent processes, methodologies, tools and technologies across the team for customer engagement and opportunity management.
• To enhance competencies for effective marketing.

When is the right time to invest?

Following are several potential scenarios.

• Your company is not meeting its revenue and profitability objectives. In this scenario, you can’t afford to not invest in elevating the performance of your team.
• Your company is at maximum operational capacity right now. This is an ideal time to invest in your sales force to close skill gaps, implement best practices and lay the foundation for future growth because you have the time and financial resources without the pressures of closing short-term sales.
• Your company has an experienced sales force that doesn’t need to improve. Most likely, your sales professionals have all learned different processes, methodologies and tools or they have developed their own. To maximize individual and team effectiveness, you need to develop and utilize common processes, methodologies, tools and language.
• Your company is preparing to sell to private equity or to conduct an IPO (initial public offering). Potential private or public investors want to see that you have a high-performing sales and marketing organization including people, process and technologies that can be leveraged to sustain future growth.

Contact Tiger Consulting to perform a comprehensive assessment of your commercial engine and develop a transformation plan to address any sales or marketing problems that you might be experiencing to focus your team, develop impactful marketing, and scale smarter.