Competitive Takeout To Increase Market Share
At a glance
Spearheaded a Competitive Takeout Program that served as a benchmark and was replicated for other Go to Market programs. GTM Integrated Operations PMO was created thereafter.
Key metrics
20%
Increased Bookings
3 -5%
Win Rate Improvement
40%
Increase in Sales Content Adoption from 10%
MY RELEVANT THOUGHT LEADERSHIP ARTICLE
(sandeepsastry.com/7-tenets-bridging-the-content-gap-between-sales-and-marketing/)
Challenges
Pure Storage’s largest competitor was launching new products that were competing with Pure’s flagship products. The GTM leaders wanted to combat the competitor. Sales and marketing teams were working in silos and not aligned. There was no company-wide program management office across the Go to Market teams. Marketing was creating content that sales was not effectively using.
ACTIONS / Solutions
- Created a tiger team including 10 GTM executives. Provided program updates, Tableau Dashboards, recommendations to COO, CMO, CRO focusing on pipeline, sales & partner execution and productivity.
- Evaluated and assessed competitor annual investor reports, business articles and analyst/ influencers blogs.
- Analyzed the Salesforce Reports of closed wins/losses and hired an external firm to conduct 90+ in person interviews with customers/prospects.
- Assessed the growth opportunities for different verticals such as Total Addressable Market (TAM), market segmentation and cross selling a portfolio.
- Assisted in incentivizing sales and channel partners. Created the business case to get buy-in from CFO and Pricing / Deals Desk.
- Ensured all marketing content created was vetted by Sales Committee of AEs/ SEs.
Benefits/ Value PROPOSITION
1
Benefits One
improved win rates by 3 to 5%, increased bookings by 20%, sales content adoption increased from 10% to 40%.
improved win rates by 3 to 5%, increased bookings by 20%, sales content adoption increased from 10% to 40%.
2
Benefits Two
Initiated a Sales Kickoff (SKO) brand slogan Modern Data Experience (MDE) Sales Pitch 3 min Video Pitch for Cause Competition with 90% Sales participation.
Initiated a Sales Kickoff (SKO) brand slogan Modern Data Experience (MDE) Sales Pitch 3 min Video Pitch for Cause Competition with 90% Sales participation.
3
Benefits Three
Managed the program for 12 months with internal launch and sales enablement meetings galvanizing 1500+ sales force.
Managed the program for 12 months with internal launch and sales enablement meetings galvanizing 1500+ sales force.
