Go to Market
advisory services

Go to Market is the engine that powers growth. We offer a wide range of services to help our clients design, build and drive best of breed organizations that deliver results

Go to Market Health Check

Revenue One uses its proprietary diagnostic Health Check to quickly assess the most important facets of our clients’ GTM organization to help leaders make decisive, impactful improvements on top line growth

If you are starting to build your Sales organization or your growth is not hitting targets, our experts will uncover new opportunities and identify the root causes behind existing issues. With attention to budget, we will deliver actionable playbooks to drive top line performance

Go-To-Market Health Check Key Focus Areas

Marketing

Many of our customers natively understand why prospective customers would want their offerings, but converting that understanding into a cohesive strategy, value proposition, brand messaging, target customers and demographics presents a challenge to many. Current Marketing objectives include more than the traditional 5 P’s of Product, Price, Promotion, Placement and People.

Key focus areas

Identify target buyers and understand your value proposition to that audience
Build a brand that stands out among competitors and conveys your unique positioning in the marketplace
Develop programs to get your message in front of prospective customers
Convert interest in learning about your offerings into intent to purchase
Engage prospective customers in a dialogue that turns a marketing lead into a sales lead

Demand Generation

Sales is Changing. If your team is doing the same old activities and expecting great results, you will be disappointed. Demand generation is the engine that propels your business forward. Demand generation is not just attracting leads, but nurturing them into qualified opportunities.

Armed with a point of view on your offering and target market, we will work with you to plan your GTM approach with roles/responsibilities, staffing levels, budgets and begin prioritizing marketing and sales programs.

We can help you deploy Demand Generation strategies that resonate with your target audience, utilizing best of breed technologies to maximize reach and impact as well as introducing sales cadence best practices and analytics / reporting to track progress.

Leading the Salesforce

Over the years, we have worked with early stage, mid-stage, and late-stage companies to address needs from pre-revenue ramp-up to global sales organizations with hundreds of sellers.

The Sales Leader is one of the most challenging roles in the company. Expectations are high and the list of job requirements is long: hire the best team, onboard and coach the team to exceed quotas, manage the sales process and KPI’s, assist closing deals, garner resources from internal and external stakeholders as needed, build trusted relationships with customers, and forecast your monthly/quarterly business at 95%+ accuracy.

One of the toughest challenges, especially for smaller or early-stage companies, is understanding why reps aren’t hitting quotas, and then knowing which corrective actions are needed. In many cases, the root cause isn’t the reps themselves. We help our clients identify root causes and recommend changes that drive profitable revenue growth.

With decades of experience leading sales teams large and small, we can help you define roles and responsibilities, create hiring profiles for sales leaders as well as direct sellers, provide training to your leadership team, and provide ongoing coaching to all levels of your organization.

Do any of these situations sound familiar?

The CEO is our best salesperson. How do we scale up for exponential growth?
We need a sales leader who can introduce best practices, update our playbook, and coach our current sellers so we can accelerate to the next stage of growth.
Our sales team has grown rapidly, and we need Sales Enablement training to ensure the entire team has consistent messaging, a consistent process, and the skills to be successful.
Our team is floundering, we need to figure out what’s wrong and rebuild a program that can be successful.

Revenue Operations

Our team will work with you to understand your unique needs for sales methodologies, frameworks, KPIs and cadences.

Our Founder, Lee Hicks, has written the Amazon best seller, “Winning Adaptive Sales” which is a framework that he has taught to thousands of sellers over the years and has generated $Billions in successful sales pursuits.

Revenue Operations is more than just building dashboards in your CRM system to report against activities that matter, RevOps are the underlying processes and procedures that provide a strong foundation for your GTM teams to stay on track to achieve their goals.

Questions we will answer to deliver effective GTM processes:

How can you scale your organization rapidly?
How can you tell if the sales pipeline will deliver the results needed to exceed goals?
Which performance indicators are leading, which are lagging, and which matter most?
Are you selling Value? Functionality? Price? This is how you should position yourself.
Is your sales cycle consultative, transactional or a bit of both?
Does the team have a clear understanding of who their competitors are and how they position themselves in the market?

Territory, Quota and Account Planning

There is no one-size-fits-all method to define sales territories and applicable quotas, every company is different in their market offerings, total addressable market, previous sales history and competitive situation. Careful consideration and balancing the combination of factors makes this no easy task. Should territories be assigned based on target segment, industry, geography, location of your sellers? And once territories are assigned, should quotas be equal for all sellers or adjusted based on differing opportunities in each patch?

Regardless of how territories are defined and quotas assigned, it is critical to optimize both in a way that is seen as fair to sellers, while eliminating coverage gaps and allowing the organization to make informed personnel decisions. These efforts directly impact the day-to-day work and motivation of your sales force, so we want to get it right.

Although not a cookie-cutter, there are best practices and analytics to make this process easier. Customer segmentation, market opportunity and propensity to buy, sales coverage, territory creation and assignment, quota definitions (top down and bottoms up analysis), and ongoing sales analytics.

Once individual accounts have been assigned, creating individual account plans may be appropriate, depending on the size of the opportunities and propensity to purchase inside specific accounts.

Incentive Compensation

Incentive compensation plans are for more than just the quota-carrying sales force, and building comp plans that motivate the correct activity to achieve goals takes a keen eye on motivation and finance. Explosive growth can often be found within organizations where GTM teams see a path to big earnings, but there are financial risks that must be mitigated.

Allow us to improve your return on investment with effective GTM Compensation plans that align pay, pay mix, and upside potential with strategic objectives.

Let us help you find the sweet spot of explosive growth without getting upside down on incentive compensation payouts.

Channels / Alliances

Building channel and alliance partnerships is a great way to quickly scale your GTM reach as well as accelerate product innovation and solution delivery. We can help you understand what types of partnerships make the most sense, help you identify specific partnerships that should be targeted and in many cases, make introductions to key partnership leaders across several industries.

Partnerships can be found with technology providers, services providers, resellers and even third party outsourcers. Understanding the benefits and challenges with each type of partner allows our clients to more quickly narrow their scope to the partners best able to accelerate business goals.

Our team has forged and grown alliances with all the major cloud providers, most of the largest Consulting companies, and dozens of technology companies, marketing agencies, resellers and outsourcing companies across North America.

Building a GTM Team

“Those who build great organizations make sure they have the right people on the bus and the right people in the key seats before they figure out where to drive the bus.”

- Jim Collins, Good to Great

Understanding who the right people are, and which seats they should occupy, can be difficult, especially for a young organization or one that is trying to scale quickly.

Allow us to help you build hiring persona’s for key teams and train your hiring managers how to interview more effectively to draw out the qualities you want, and to uncover the qualities you don’t want. According to a 2022 study by the Society for Human Resources Management (SHRM), it could cost up to five times a bad hire’s annual salary. SHRM also found that the higher the person’s position and the longer they remain in that position, the more it will cost to replace him or her. The costs go far beyond recruiting and training a replacement, damage to culture, collaboration and trust can disrupt entire teams.

As your organization grows, understanding which members have the ability and desire to grow their careers becomes an essential part of keeping employees motivated. Spending the time to evaluate talent and develop future leaders not only engages employees, it helps future-proof your organization.

Building a GTM team includes deep dives into:

Enablement & Support

In today’s fast-paced digital landscape, making informed decisions about Customer Relationship Management (CRM), Demand Generation, Collaboration, and Analytics is paramount. Allow us to be your guiding light, illuminating the path to unparalleled growth and efficiency.