Connected Revenue

In many companies, Sales, Marketing, and Customer Success teams share a common goal: to grow revenue by converting leads into loyal customers and ensuring their ongoing success. Yet, each function often has its own plan and incentives which leads to disjointed strategies, misalignment between the three teams, and missed opportunities to acquire and develop a loyal customer base. Or, to put it simply: companies struggle to make their revenue stick. This challenge stems in part from each team having individually useful but collectively disconnected focuses when approaching the market.

Marketing’s Focus

Marketing answers the “Why Us?” question — highlighting the unique value of the company’s products or services. The team’s efforts are focused on building awareness of the company’s products and services.

Sales’ Focus

Sales teams lead with the question “Why Change?”— focusing on the customer’s current challenges and presenting viable solutions. The intent here is for sales teams to cultivate and secure a mutual commitment to impact between customer and company.

Customer Success’ Focus

Customer Success teams concentrate on answering “How to Achieve Maximum Impact?”— ensuring customers realize the full value of their purchase and identify opportunities for even greater impact over time, which in turn leads to renewals, upsells, cross-sells, long-term loyalty, and mutual value realization.

On the surface, these are all worthy causes for each team to focus on to drive success. The challenge can arise, however, when the teams pursue these objectives without a clearly defined, connective thread.

Download this whitepaper to read more about how cross-functional teams work together to create one consistent revenue stream.