By Cultivate | December 2, 2021
In the last episode, Sam, Kay and Brandy attended the STIC conference in NYC and experienced the wave of energy created by their competitors' new marketing strategies.
In this episode, the Rev Ops team regroups to discuss progress made last week. Sam has a brand refresh on her mind after seeing how their competitors dominated the trade show floor. Justin, Ken and Sharon spent time starting to flesh out their ideas for the Go-To-Market plan. Now, Justin needs to gather input from Kay, Brandy and Sam.
Before meeting with the full Rev Ops team, I connect with Kay and Brandy to compare notes on the show.
“Kay, what was our final lead tally from the show?
“It was a fairly productive show. We walked away with 27 new leads and met with 19 current customers. It was not as productive as last year. We had 55 leads last year and 32 current customer meetings. Traffic was okay.” she says. “We met with some customers from the western region and confirmed that’s a hot market for us. I think Tikky-Tak will be a welcome solution for them.”
“I am not surprised by those results,” I say. “Brandy, what was your perception of the show?”
“Well, to be honest, I see a lot of opportunity for us to update our corporate image. If I may be candid, I think we fell short. I did an informal assessment of other exhibits and how our competitors engaged with attendees. Our approach was rather vanilla without sprinkles."
Kay and I smile at Brandy’s diplomatic remarks.
Kay jumps in. “Brandy, I support your recommendation to update our corporate image. I believe it is one of the most important assets of an organization. It acts as a comfort factor for customers and assures them that they are buying from the best. Moreover, it influences attitudes of not only customers but also employees, media, analysts and influencers.
Tell us what you’re thinking, Brandy.”
Brandy opens her laptop and runs us through a slick presentation that outlines the rationale for a new logo and tagline, new website, new exhibit and collateral. At the end, she names a budget that’s a little high, but within range of what I anticipated.
“Let’s go,” I say. Brandy and Kay exchange high-fives, and we all leave knowing our brand refresh is in good hands.
Now it’s time to reconvene the entire team to discuss the status of our first milestone in the 7 steps to accelerating revenue success: The Lean Canvas for go-to-market planning.
While Brandy, Kay and I were in NYC, I tasked Justin with leading Ken and Sharon through step #1 of the 7 steps to accelerate revenue: The Lean Canvas. The purpose of using it is to crystalize how Tikky Tak can achieve greater market share – specifically in the West.
Justin projects a slick looking Lean Canvas diagram that he, Sharon and Ken have been collaborating on. It dissects the pains and problems that our customers face with other leading products, and positions Tikky Tak as a superior solution. Now that’s the kind of plan that can stick.
We work through the final details as a team.
I introduce that next tool that we will use #2 Ideal Customer Profile worksheet. I ask everyone to take a first pass at filling it in so that we can compare notes next week when we meet again.
We’re making significant progress and are ahead of schedule in reaching the Rev Ops team milestones that we’ve set.
I send Don and Cash a text letting them know the results of the STIC conference and share links to the brilliant work that the team has completed.
"A strong brand stands out positively in the minds of your target audience and differentiates your firm from the crowded sea of competition. We have a CEO that gets this!"
Hubspot defines the ICP as “a detailed description of your current customers. In a customer profile, you’d identify purchasing behaviors, pain points, psychographic data, and demographic data with the intent of targeting similar customers in your sales and marketing campaigns.”