It all begins with understanding how to skate to where the puck is going, to use a hockey analogy. What we find with clients a lot of times is that they’re very focused on where the business is today — what segments and what customers are producing the revenue.
The key is to go where the opportunity is going to be next year and the year after. Companies that are able to identify and map out opportunities — and then align their go-to-market accordingly — are much more successful.
A great example of skating to where the puck is going is Google. It monitors about 140 million businesses on a real-time basis. It’s also done the analytics to figure out what variables are associated with a propensity to buy digital advertising.
Google then monitors those variables, and when it sees an increased probability of purchase by a customer or by a potential customer, it targets them specifically. This method has led to massive sales productivity for the company over the last few years.
“Companies that are able to identify and map out opportunities — and then align their go-to-market accordingly — are much more successful.”