Want to consistently exceed growth targets for the rest of the year? It’s unlikely your answer is no. The answer to how to go about doing it though? Well, unfortunately that’s not as simple as a yes/no response.

Leaders who are looking for their companies to transform and grow know one of the biggest keys to doing so is alignment.  Sirius Decisions studies show aligned companies bring in revenue 19% faster and are 15% more profitable than their non-aligned business counterparts.

SiriusDecisions B-to-B Alignment Statistics

Alignment & Accountability Go Together

In a b-to-b environment where sales, marketing and product teams all have individual responsibilities for revenue contribution, alignment amongst these departments is crucial. Alignment enables each department to know what the other is doing in order to avoid duplicated work. Alignment also ensures no one department goes too far in one direction, taking the collective group effort just left of center when trying to reach growth goals. So when you have three very important departments working separately toward a collective goal, how do you ensure they stay focused on the bigger picture? Accountability.

Without the ability to track progress towards goals, does any one department know how their efforts are feeding into the overall success or failure of the collective revenue goal? Accountability brings a necessary dimension of measurement and metrics to alignment. Accountability through defined and observable outcomes provides visibility into whether the efforts of sales, marketing and product teams are truly aligned, even when or if the overall goals change mid-stream.

Last week, the SiriusDecisions Aligned Accountability Framework was introduced at the Sirius Decisions Summit 2017.  This framework consists of sales, marketing and product teams setting objectives, defining the metrics and accurate data to measure against those objectives (that aren’t based on opinion or hope), creating milestones to show progress and defining actions to achieve goals.

I literally could write pages on this framework, but for the sake of this blog post, let me simplify and boil this framework down to it’s three key elements:

Alignment Framework

In order to apply the Aligned Accountability Framework properly, scope and metrics must be applied across all three of the elements described above.

B-to-B Alignment

Gut Check: Ask Yourself These Questions 

  • Does your organization use a structured set of metrics to drive accountability?
  • Does your organization use benchmarks to put performance into perspective?

Action Items for Organizational Alignment

So now that the theory and framework has been presented, the natural question, and the one asked at the beginning of this post is ‘what do i do to make this framework work for us and achieve the revenue growth we’re seeking?’ Well, here is what we recommend as some first steps:

Sales

  • Share goals with other functions so they can link plans to sales-led financial objectives.
  • Include readiness metrics in reporting to monitor progress toward milestones.

Marketing

  • Identify organizational goals and ensure that all functional and team plans are linked to them.
  • Ensure that each individual understands how specific actions connect to larger goals.

Product

  • Identify goals shared with other functions, and identify where efforts may be redundant.
  • Show links from readiness and activity metrics to output and impact goals to maintain focus efforts.

Using this alignment framework allows for delivery of consistent results and builds relationships between sales, marketing and product leaders. Metrics, visibility, impact of defined activities all play integral parts in the success of the framework. To see how RO Innovation’s technology could be the link you’re missing to help you execute against this framework, schedule a demo with a member of our team.

 

Denise Taylor
Denise Taylor is the Marketing Operations Manager at RO Innovation.
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