Clarify was created to address the challenges facing B2B sales groups who are engaged in large, complex deals (£200k-£30mill TCV). We recognised that existing go-to-market models were often struggling to deliver the right mix and volume of deals needed, especially for organisations where some, or all, of their sales consisted of complex deal types.
It became clear that the lack of quality pipeline development was a major contributor towards many other sales productivity and growth challenges. The choices available to Sales & Marketing leaders were either to use expensive field sales resources, who have the sales skills but struggle with bandwidth, or use Demand Generation teams who, whilst appropriate for established, transactional offerings, rarely possess the sales skills to build pipeline for more complex deal types.
Neither option addresses the underlying problem in a systematic, scalable way.
Field Sales are an expensive and unproductive option to use to build pipeline and their focus is inevitably drawn to deals that will close this quarter and next. Pipeline which might take several quarters, or even years, to develop is not their top priority. Despite the best efforts of many Sales Managers, getting salespeople to continue to invest time in business development activities is tough.
Demand Generation teams have generally been built as a commodity, low cost function using an operating model which has more in common with B2C selling than it does with the world of high-end B2B sales. The individuals hired, their sales capability, commission structures; all encourages a high volume, low quality output which rarely delivers a strong ROI for anything other than low value, transactional deal types.
The net outcome is that most go-to-market models struggle to support the corporate growth ambitions and contain huge amounts of hidden costs and inefficiencies.
Business Development Specialists
Clarify recognised the need for a fundamentally different operating model for enterprise sales, one that delivers predictable pipeline and revenue but also creates long-term transformational change. We provide a unique business development capability that helps B2B organisations systematically improve their ability to create growth.
Clarify design and build specialist office based Business Development teams that combine the coverage and scalability of a demand generation team with the business development skills of high end field sales. The role of our BD Team is to create incremental pipeline. Specifically a pipeline profile that is better aligned to delivering the corporate growth strategy than the organisation may otherwise be able to obtain through transactional functions such as Demand Gen & Inside Sales groups.
We work with Senior Executives to design programmes that not only make a significant pipeline contribution, but also enhance the sales & marketing operating model by:
• Enabling sales transformation – help field sales to engage early and sell high, improve their capacity to sell value and expedite changing the pipeline and revenue mix.
• Accelerating growth – improve pipeline velocity and win rates, achieve dominance in high growth segments and increase share of wallet.
• Reduce the cost of revenue acquisition – increase the volume of multi-product deals, improve sales productivity and create more higher-margin deals.
By applying a proven and tested methodology, Clarify is able to address a number of strategic growth challenges and enhance the go-to-market model in a variety of ways.
Clarify, the Business Development Specialists.