This post is part of a series of Executive Interviews of top sales and marketing solutions company. We ask the same questions of every executive so readers can learn about their unique positioning and their vision for the industry.
This week I interview Kopcha, CEO and President of Revegy.
Nancy: What does Revegy do? What problem/s are you solving for sales and/or marketing organizations?
Mark: Revegy is a visual sales effectiveness platform that brings your sales process and tools to life, enabling more effective account planning, improved opportunity win rates, customer collaboration, and greater management insight. Revegy’s software platform allows you to leverage world class best practices – configured to support the requirements of how you sell and how your customers buy. Revegy helps salespeople and managers visualize how to close deals and expand relationships. The solution incorporates tools that align with complex selling behaviors, including political mapping, sales planning, scorecards and account/opportunity prioritization (all through graphical interfaces).
Nancy: How does your solution uniquely address the problem (or in what way do other solutions fall short from solving the problem)?
Mark: Companies spend billions of dollars in CRM solutions that fail to live up to their potential because management expects their CRM to do something that it wasn’t designed to do; support account and opportunity planning, strategy, and execution.
Unlike traditional CRM and SFA solutions that provide a historical view of account activity, Revegy focuses on what activities need to be performed to minimize risk, grow revenues and boost win-rates. The solution pinpoints the right actions to take at the right time, and improves forecast accuracy with improved customer insights and collaboration. While CRMs focus on management, Revegy excels in planning and execution.
Our maps and visual planning tools help salespeople and account managers quickly grasp complex situations and understand where opportunities and risks exist in accounts. The software prioritizes the steps sales and account teams should take to move their deals through the pipeline. By providing a true picture of an account or potential opportunity.
Nancy: What’s the most important thing that today’s business decision-makers should look for (or ask, or consider, or solve)?
Mark: Have we created an environment where management and sales are aligned and we truly understand the health of our accounts and opportunities? Are we giving the right tools to our sales teams to help us achieve our goals? Or are we just giving them tools to show that they’re failing faster? The last 5 years has lead to an explosion in marketing focused sales enablement and the technology to support it. However, this has lead to a focus on efficiency rather than effectiveness. Sales still requires a human component and critical thinking and it is critical that we provide sales with solutions that help drive effective planning, strategy and execution.
Nancy: What are you most excited about for the next 12 months?
Mark: The maturity of the sales effectiveness market and the rapidly increasing awareness of purpose built tools for sales teams. Today we work with innovators and early adopters but the market is quickly evolving to where these solutions will be adopted by mainstream companies. CMOs have already seen significant spikes in performance through the use of technology and we believe that over the next 12 months we will see CSOs (Chief Sales Officers) leveraging technology to improve the performance of their teams.
Nancy: What do you think is the biggest underlying theme or trend for sellers and/or marketers in 2014?
Mark: For sellers it continues to be using content, collaboration, analytics, and mobile to see the trees within an ever expanding forest. In a world where there is an increasing focus on the use of “Big Data” it is finding intelligent solutions that not only serve up marketing content but that provide relevant data when it is needed to support critical decision points along the journey of managing an account or driving and opportunity.
For marketers it is how to further enable or assist the sales team by infusing content directly into the sales planning and execution toolsets that are critical to their success.
Nancy: What would you challenge sellers and/or marketers to think about for 2014?
Mark: For sellers: to focus on what will truly help your sales teams execute more effectively without increasing the already heavy administrative burden they carry.
For marketers: how will you take enabling sales teams to the next level? How can you work collaboratively with the sales team in their planning and analysis of customer’s business objectives, issues, and the solutions you can provide to them.