World Class Benchmarking.

The GTM review is a 4 week diagnostic, designed to provide institutional investors, board and executive leadership with an assessment of current resources, process and capabilties.

Using decades of pattern recogntion across every product type, in sales and marketing, sales operations and enablement, CCAS provides an overview of current performance and issues, opportunities for improvement and a prioritized pathway to execute with confidence and conviction.

The Go-to-market review covers all key elements that drive sales performance, it involves interviews with most members of the leadership team, with sales management and individual contributors, as well as a review of product, strategy, sales technology, reporting, messages and marketing, sales and renewal processes and the sales training and onboarding that your staff receive.

Pricing

Commercial models include per user pricing, enterprise pricing, volume / data consumption based pricing, transaction models, by customer size (i.e. AUM) etc. Each of these models have different pros and cons and will drive optimal sales structure and incentive models.

Salestech | Systems

CCAS reviews your reporting, from activity tracking and pipeline management, operating and sales efficiency metrics, ensuring that your reporting systems align to appropriate incentives and KPIs.

In a period where AI is fundamentally reshaping the productiveness of many roles, we will also incorporate opportunities for new AI tools that can help drive automation and augmentation, driving improved sales team effectiveness and ROI.

Channels | Partnerships

Partnerships are rarely utilized to full effect, they can be a critical source of lead generation, they can be an entirely new distribution channel, they can allow you to expand into market adjacencies or new geographies, and they can deliver enhanced credibility for your content or solution. Structuring a strong partnership is a different skill to traditional sales and carries far greater risk and reward.

Narrative | Material

The strongest customer and product narrative is constructed from close collaboration between product, marketing and sales organisations. The most common shortcoming is to focus on features and functionality (which happens when product has the microphone) rather than reverse engineering what those features do for the customer – whether making them faster, finding new deals/mandates, finding alpha, better pricing that delivers fewer error rates or customer queries, etc.

CCAS will evaluate current message to determine how compelling it is for the customer, the degree to which you’re able to differentiate your message in the marketplace, drive brand recognition and credibility, etc.

Incentives

CCAS reviews both your performance metrics and the incentive model that accompanies them. A strong incentive system can align multiple teams effectively, driving collaboration and maximizing lead generation, customer satisfaction and ROI. A poor incentive system (in management as well as sales) can drive ineffective or frictional behaviour and reduce growth and team harmony.

It is criticl that incentives be used not just to maximise financial outcomes but also to drive the best data collection, intra and inter team collaboration and effective communication across the organisation.

Lead generation and campaigns

Customer acquisition and top of the funnel activity are critical to maintaining momentum and building a healthy, balanced pipeline. Lead generation is often neglected and can be a source of quick wins and immediate improvement in sales performance.

Lead generation can be both traditional ‘new customer acquisition’ as well as tactical campaigns that respond to various catalysts, industry trends, market events, regulatory change, etc. Tactical campaigns that harness top of mind customer challenges are particularly effective and aid the sales organisation in driving urgency and engagement from your clients and prospects.

Sales processes and trial management

Effectively designed sales process will shorten your sales cycle, maximize sales throughput from each staff member while improving CX, satisfaction and retention. It is criticl that the trial process (whether that means a software trial, a backtest for orthogonal alpha, a coverage check, a POC) utilizes a product expert while allowing the seller to maintain the senior relationships and commercial discussions. Single sales engagement models are rarely as effective as sales management are forced to hire hybrid product specialist, commercial experts, rather than best of breed in each position.

Sales Training | Enablement

A structured onboarding and training program is not a nice to have, it shortens your team to effective revenue contribution to new staff, it ensures standardized processes (and customer experience) and gives the sales team confidence in their expertise. Enablement tools are a critical component to this, ensuring your sales org has the information to identify customer problem statements, articulate your ability to solve them and deliver these messages effectively and at pace.