Chief Revenue Officer.
Revenue is the life blood of an Agency. Generating sustainable revenue requires strategic intent, an entrepreneurial mindset, tools to measure and manage in real-time and be fuelled by always-on demand generation activities.
Working with:
CEO: Ensure Client and New Business strategies align with the overall business plan objectives and financial targets. Critically assess the frontline team to ensure there are no weak links to sustained revenue growth.
Client Services Team: Critically assess entrepreneurial capability, build an accountable Client Service framework and culture. Develop strategic client account plans and build robust real-time forecasting tools and methodologies.
New Business Lead: Develop an always-on New Business team, attitude and strategy. Ensure GTM tools and demand generation activities are aligned, on-brand and consistently in-play.
Objectives / Outcomes
- Critically assess Client & New Business teams and delivery frameworks
- Develop Account Management and New Business plans
- Ensure Revenue/Client/NB objectives ladder into overall business plan
- Build revenue forecasting framework, methodology and accountability
- Enable consistent GTM tools and demand generation activities
- Build a model that rewards success and drives excellence
My CRO Leadership Principles- What gets measured gets managed- Client Services role: love their clients and make money for the agency- The busier you are the more you need to drive demand generation
Client
Service Team | New Business
Development | Demand
Generation |
1/ MAP THE BUSINESS | Review, Distil, Prioritise | Review, Distil, Prioritise | Review, Distil, Prioritise |
Supplied Information
Desk Research
Team Interviews
Gap Analysis
Distil & Identify Gaps | Client Service ProcessTeam CapabilitiesAccount Plans (SWOT)Client KPIs (Rev+Creative)Rev Forecasting Process | New Business StrategyTeam CapabilitiesLead Generation ProcessCRM Tools & ProcessNB Pitch (win/loss%) | GTM strategy reviewCredentials reviewPresenter capabilitiesChannel review(Website, B2B, Social, PR) |
WHERE ARE THE GAPS? |
2/ MINE THE BUSINESS | Define, Develop, Adopt | Define, Develop, Adopt | Review, Plan, Schedule |
Prioritise Gaps
Identify Improvement Areas
Leadership Engagement
Critically Assess Talent
Action Plan Framework | Client Service RestructureClient Service CharterAccount Plan TemplatesDefine Forecasting ProcessClient KPIs (Align Budget) | Define who wears NB HatDefine New Business CharterDefine GTM OfferPipeline Forecasting
Targets (Align Budget) | Assess Positioning
Assess GTM PerformanceCritically Assess AssetsPrioritise Asset RefreshResourcing (Budget) |
WHAT DOES SUCCESS LOOK LIKE? |
3/ ALIGN THE BUSINESS | Assign, Plan, Execute | Assign, Plan, Execute | Align, Refresh, Relaunch |
Engage Team (Vision, Plan)
Operationalise Plan (Tasks)
Share & Delegate (Tasks)
Workshops > Outcomes
Communicate & Execute | Client Strategy SessionsRefresh Account PlansAssign FY Client KPIsBuild Forecasting ProcessBuild External Profiles | Strategy Sessions (Offsite)Build Prospect CRM (IP)Develop GTM OfferNB Meeting CadenceBuild-out Pipeline Process | GTM Sessions (w/NB)Refresh Credentials ToolsRefresh Case Studies (GTM)B2B Social Media StrategyAll Agency Brand Day |
ALL AGENCY ENGAGEMENT |
4/ PROPEL THE BUSINESS | STRATEGIC PARTNERS | ENTREPRENURIAL SPIRIT | ALWAYS-ON DEMAND GEN. |
Investing in Growth
Growing People Forward
Ride the Technology Wave
Industry Leadership
Measurable Business Value | Bonus Incentive ModelsIndustry Thought Leaders
Client / Agency Roundtables | New Markets
Productisation
Sales incentive modelsOutsourced Lead Generation | Industry Thought LeadersAwards programInternational Recognition |
A BRILLIANT FUTURE ! |