Today’s show will demonstrate how to connect the corporate strategy and the sales strategy. The way a CEO’s strategy gets executed is through the actions of the sales team. If the sales team is not driving the CEO’s strategy into every customer interaction, it will not deliver the desired results.  To follow along, download our 10th annual workbook, How to Make Your Number in 2017. Turn to pages 54 - 60 of the PDF to review the objectives phase of the corporate strategy section in the workbook. 

Joining us today is John Suh, the CEO of LegalZoom, a company reshaping the legal industry by offering convenient and affordable legal solutions. John has been with LegalZoom for 11 years, and was previously the CEO at StudioDirect and Casting Group.

This interview is organized into three segments that represent the steps to develop strategies that drive revenue.  We start with building a corporate strategy, then a sales strategy and finally the third segment is focused on connecting the two strategies.  Listen as John explains how his sales team executes his corporate strategy. 

As a CEO, John describes his revenue plan and how he plans to make the number.  Strategy approaches are discussed using LegalZoom as a use case to illustrate how to make this happen.  John describes a coordinated effort between sales and marketing.  The following topics are discussed:

• How to define your organization’s mission, vision, and brand.
• How to develop your sales plan to hit your revenue goal.
• How to understand which sales organizational model is best.
• How to ensure the sales team can articulate your corporate strategy.
• How to tie your sales objectives to the company’s objectives.
• How to ensure your sales team communicates your brand promise in every interaction.

A strategy that does not get executed will result in missing your number. And the sales team is the critical link. Listen as John explains how his sales team drives the execution of his corporate strategy. Only when your corporate and sales strategies are in strategic alignment will you hit your revenue growth objectives.