Are you marketing to your own customers? Many B2B business leaders put this task on the back burner when it really should be a top marketing priority. Why? Your customers already know you, your products and/or services, and hopefully have had success with what you offer. Ultimately, customer marketing develops a positive customer experience (CX), resulting in customer advocacy, a core component of profitable growth. Your current customers are a wealth of hidden revenue potential!
When Atomic Revenue met the AIE management team in 2019, the company was facing a myriad of challenges, including, but not limited to, the fact that most revenue was tied to one client who was contemplating a reduced contract. AIE, also known as Alternatives in Engineering, also had a confusing brand identity, a website security issue, a longer sales cycle than most, trade show spend that was not paying off, and a multi-generational family leadership team taking over the company. Then the pandemic hit, and their largest client did, in fact, minimize their service contract.
In recent years, leaps and bounds in the world of business technology have greatly enhanced the ways in which B2B companies sell to their customers. From using customer relationship management tools to manage and accelerate the sales process to tapping into social networks to create meaningful connections with prospects, it seems like every year brings a trove of incredible tech that can be leveraged for business growth.
Are you refreshing your B2B company’s go-to-market strategy (GTMS) because the market has changed, or your offerings have evolved? Maybe you’re launching a new product or service or building an entirely new line of business?
Atomic Revenue’s expertise centers around the emerging discipline of Revenue Operations, which combines strategy and tactics for lead generation, sales conversion, and customer advocacy that results in full profit potential. We align all the parts of a business (as many as 130!), measure all outcomes, and empower people through process and data for end-to-end revenue production™ to help companies reach their ultimate objective — real, sustainable growth. So why did we choose to run on EOS when we already help our clients in the same cadence?
In the modern business world, there are certain terms and phrases related to data that are important yet poorly understood because they’re often misused or made to seem overly complex. I’ve clarified the meaning of some of this terminology before, and today I want to talk about one specific adjective that you’ve probably seen countless times on LinkedIn, company websites (including this one), and business publications from Forbes to Fast Company: data-driven.
Do you know where your business is heading? How do you measure growth? Most business owners or leaders would say, “Of course we know where we’re heading; if revenue is up, we’re growing.” However, to understand where your business is really heading, it’s not enough just to measure revenue – measuring customer success is essential. More revenue is the desired outcome, a loyal customer base is the primary indicator of success.
On a scale of 1-10, how much does your company value customer advocacy? To tell you the truth, viewing customer advocacy as anything less than a 10 (major business priority) means that your company is likely missing out on opportunities to reduce customer acquisition cost, boost brand awareness, and increase revenue. That’s why customer advocacy makes up ⅓ of Revenue Operations, along with lead generation and sales conversion. It’s a vital part of business growth!
An effective Chief Revenue Officer is an integrator. A successful facilitator. A tech-savvy leader who is the champion of companywide objectives across all departments. Ultimately, a CRO knows when, where, and how to ensure anything and everything that affects revenue outcomes – all people, process, and data – is on track.
In today’s dynamic global economy, we all know that change is constant and increasingly faster. Your company’s ability and agility to adjust quickly to market changes impacts your revenues and profitability, especially when it comes to pricing and price changes.
