Revenue Generation Plays

Companies that integrate sales and marketing work streams to drive net-new revenue will expand their market share and competitive position. Unfortunately most companies sales and marketing processes are disconnected and yield less than optimal results. Demand generation is ranked as the #1 priority for Chief Sales and Marketing Officers. As a result, sales and marketing departments are investing significant resources to drive new business, including generating leads and providing sales training. Unfortunately industry statistics indicate that 75% of leads are never called by a sales professional, and sales professionals consistently rank training, prospecting and lead follow up as their least favorite activity.

Success Story: $40 million in net new business Download .pdf

• Less than 55% of reps are making quota
• Customers say "no" 6 times before they say "yes"
• 65% of sales professionals stop at the second "no"
• 75% of new leads never receive a sales call

Using these statistics, 75K of every 100K in marketing and training dollars are wasted. This is extremely frustrating for most sales and marketing executives. It is difficult to align the needs and strengths of marketing, sales teams and business development because they often have conflicting measurement objectives and report to different executives.

Baker Communications unifies sales and marketing through the execution of Revenue Generation Plays (RevGen). Unlike traditional sales training programs that leave the sales professional wondering how to apply newly acquired skills, RevGen Plays integrate new skills with very targeted marketing and demand generation programs that delivers 20X1 ROI or better. These results are absolutely provable, measurable and repeatable. RevGen Plays align the interests, goals and objectives of both sales and marketing to drive superior results

RevGen plays generate immediate sales pipeline and drive short-term, fast sales impacting the current or the next quarter. We integrate the activity of marketing, sales and training in a highly coordinated, collaborative effort to execute a revenue generation strategy from start to finish.

“We need to know how well we have targeted, made contact, created meaningful dialogue and created pipeline; all of these matter,” declared Clayville. “The RevGen play process provides weekly visibility into the specific success and obstacles faced by each play, allowing us to adjust on the fly to increase sales throughput. This process succeeds at institutionalizing the just-in-time needs and practices of sales training, resulting in an average of 25% connect ratio, 65% conversion ratio, and 25 to 1 return on investment.”
Mike Clayville, Vice President for North American Sales, VMware

RevGen Plays At a Glance:

• 20 X 1 ROI or higher
• Integrated sales and marketing cadence
• Custom electronic mar/com touches and offers
• Custom PlayBook
• Weekly coaching, training, and best practices
• Cadence management
• Dedicated weekly prospecting and selling time
• CRM enablement and integration
• Custom dashboard and weekly metrics

In a RevGen Play, marketing, sales and training teams work together to create and execute a PlayBook, like one you would see for a football or a basketball team, that defines the role of everyone involved in the play, what they should do, and when and how they should do it. The coordination between all of the groups is incredibly tight, the timing is quick, the sequences are highly coordinated and the messages are customized. The result is immediate revenue, improves sales skills, higher CRM adoption, and tight selling motion management.

RevGen Plays create a high touch model that gets maximum engagement from a highly targeted, defined prospect. It includes a comprehensive, integrated strategy that covers every step of the process for everyone who needs to be involved: who to call, how to make the contact, when to make the contact, exactly what to say, how to define the offer, how to develop the final proposal, etc. Absolutely nothing is left to the imagination.

The entire process is planned, enabled and executed using web-collaboration technology, eliminating all travel costs, increasing the number of customer contacts, and maximizing sales and marketing force productivity.

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