597. Jim Ettamarna, A Framework for Commercial Excellence

Show Notes:

Jim Ettamarna, a renowned expert in commercial excellence, defines it as incorporating commercial efficacy and efficiency. He believes that there are two key branches to drive down in this area, and it holds tremendous potential for clients and organizations. Jim's framework for commercial excellence is value creation, which involves understanding market demand, go-to- market models, market growth, and demand trends with a focus on each specific industry.

A Six Sigma Lean Framework

Jim uses a lean framework, starting with Six Sigma, to standardize the right work and ensure associates and employees are conducting the right activities and behaviors. He also emphasizes the importance of systems in psychology in commercial results, as it helps design standardized systems for onboarding talent, enhancing team engagement, and engaging with customers. In sales, motivation is crucial, and the human element of having a team is essential. However, dealing with complex buying processes can be challenging, so it is essential to tune processes and approaches to the specific needs of the customers.

A Go-to-market Model

The go-to-market model is a linkage between strategy and execution and commercial excellence. It should be tuned for the company's strategy and the strategic context. For example, a $300 million middle market private equity-backed company serving the Durable Medical Equipment market that sold to 5,000 independent organizations and specialty retailers. The company had to strategically think through market growth, accounts to capture, and the buying cycle for customers. To drive efficiency and effectiveness, the company had a set of building blocks, including an online component, independent sales reps, an inside sales team, and specialty sales people. The strategy piece involved determining what would drive value, growth, renewals, base volumes, and pricing. The go-to-market model was designed around these building blocks, and commercial excellence was driven by optimizing these aspects.

Components of Commercial Excellence

Jim discusses the importance of breaking down commercial excellence into various components, including channels, sales operations, content, and management systems. He emphasizes the need for segmentation at the top level to understand what will drive value and optimize the go-to-market model for the business. Within this model, he suggests ways to optimize each element, such as sales enablement, which includes training, scripts, and engagement strategies. He also emphasizes the importance of benchmarking and understanding the nuances of sales teams. He shares an example of a furniture retailer where he worked with 2500 full-time employees and 1000 part-time employees. The performance of the company was analyzed using Pareto curves, but some outliers were more successful than averages. To replicate these outliers, he spent time in the field with the best sellers and identified their backgrounds and profiles. He also highlights the importance of identifying B+ and A minus players and setting them as standards. The A plus players are often unique individuals that can be difficult to replicate, but they can still learn from them. Segmentation is crucial in understanding customer nuances.

Value Mapping and Needs-based Segmentation

In the past, value mapping and needs-based segmentation were crucial for designing sales teams and engaging with customers. This was particularly important when selling software into hospital systems, where hospitals may make localized decisions or have a system or GPO that drives these decisions. The CIO or clinical or nursing professional may specify the solution, and the CIO and finance will negotiate it. Jim cites a case where a big client involved segmenting the market and designing selling approaches based on how customers operated and how they bought. This involved investing in customer success research, conducting field interviews, and conducting surveys to understand their usage of the product. The consultant rolled out five archetypes and profiles for four segments, which were then rolled into product development and product teams. Different teams focused on different segments, such as geographic, size, SMB, or enterprise, and focusing on needs-based and purchasing behavior-based segmentation. The go-to-market model was designed around these archetypes, with territory design considering geographic, size, SMB, or enterprise boundaries. There is no right or wrong answer to this, but it is essential to consider these factors when designing the go-to-market model. This approach helps to understand the value in use and what drives value for customers.

Diagnostics and Metrics

The conversation turns to commercial excellence in organizations, particularly in B2B industrial or SaaS sectors. Jim emphasizes the need for a diagnostic assessment to understand opportunities and challenges. A diagnostic should focus on input and output metrics, such as sales reps' success, territories, and numbers. He suggests that data from sales operations and rev ops can be used to conduct quick diagnostics. Additionally, examining spreads and distributions to identify right spots and dark spots, which are indicators of opportunities and challenges. For example, he could work with a labeling client and identify bright spots where individuals were selling unique markets and promoting innovative products. These best practices could be disseminated among the team. A diagnostic should involve analytics, cost, interviews with sales people, and customer visits to gather customer feedback. The goal is to identify three to five things that can be done to achieve commercial excellence. Jim also offers tips on how to work with the sales department. 

The Role of a Sales Playbook in Commercial Excellence

Jim talks about the importance of rolling out a sales playbook and its role in commercial excellence. He shares an example of a software company that he helped develop a sales playbook for, which focused on making standard work and minimizing waste. The company had three different sales processes, and they trained employees on territory management, account management, and prospecting. They created a set of 10 difference makers based on actual activities performed by the best people, which were rolled out in a fun, gamified way to encourage adoption and recognition. Some of the key difference markers included prospecting, owning territory, and using Salesforce to drive compliance. 

Metrics to Monitor in Sales

Jim mentions the importance of having the right input and output metrics, such as the number of meaningful meetings and demonstrations per week, to ensure the right outbound results. By tracking these metrics, the sales team can make necessary adjustments to improve their performance and drive more profitable deals. To drive results in sales, Jim highlights metrics such as deal size, velocity, win rates, attachment, cross, sell, and upsell. He also emphasizes the importance of driving customer success and retention. He mentions that, in one case, key initiatives were displayed at the office, allowing for a competitive dynamic. The metrics were then distilled down to the board, with some metrics for frontline commercial team members and others for the board pack. The goal was to turn the dial on sales enablement, resulting in better win rates and accelerated funnel velocity. Jim also highlights the importance of gamification, making it fun, and rewards to encourage employees to work harder and drive competitive juices. 

Timestamps:

01:32: Value Creation Framework 

04:18: Go-to-Market Model 

07:24: Tangible Elements of Commercial Excellence 

11:10: Segmentation and Customer Nuances

14:18: Practical Segmentation Approach 

18:18: Diagnostic Approach to Commercial Excellence 

24:04: Sales Playbook and Metrics 

29:50: Customer Success and Competitive Dynamics

Links:

Company website: https://www.suttongrowth.com/

LinkedIn: https://linkedin.com/in/jimettamarna

 

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