What is the 3:2:1 Method

---

Many factors can, and will impact an organization's Demand Generation Strategy.  Some times these factors are clear and tangible, which makes it easier to take action and correct them, if the impact is leading to negative results.

But other times, it is not so easy to understand why results are what they are, making it harder to determine what needs to change, should change be necessary.

Symptoms when there is room for improvement or a need for a change:

1. Demand generation efforts are not systematic.
2. Pipeline is not growing fast enough to meet your sales goals. 
3. The practice cannot afford a full-time Sr. Demand Generation Leader.
4. Leads are desappearing before you can convert them into opportunities.
5. The SQL to SAL conversion rate is average or below industry standard.

If you are experiencing any for the symptoms above, then you may benefit from the 3:2:1 Method.  These symptoms are good indicators that your current strategy is preventing your organization from systematically growing.

Executing and managing the Sales Plan is more complex and demanding than it may seem.  There are many moving parts to a Sales Plan, the pipeline and forecast, conversion velocity for each account, the strategy and sales cycle of each account, the 1:1 coaching and guidance to each  AEs, and the tasks don't end there.

Sales management is about knowing why deals are won or lost, and essential in order to have full understanding of what goes on when executing your sales Plan.

Here are some points to consider, that may be affecting your sales plan and negatively impacting your sales results:

1. Your AEs are not building their own pipelines.
2. You don't have a sales methodology for your team to follow.
3. You have senior AEs that seem to be doing ok on their own without a leader.
4. Your sales leader used to be your top AEs, but the team is not performing as well as he/she used to perform.
5. The president is your lead consultant, but also playing the sales leader role.
6. The practice is not financially ready to hire a full-time Sr. Sales Leader.
7. Your closing ratio is average or below the industry standard.
8. Opportunities are going dark after presenting a proposal.

Remember, you do not always have to change what you have to get better results.  You can effectively improve results from adjusting your current sales plan.

When we think Customer Retention, we need to think Customer Growth as well.  Your customers are also growing and if you are not helping them grow, somebody else is.

Now more than ever, your Customer Retention efforts needs to be proactive, with a purpose and aimed at the right individuals within the account.  

Here are some indicators that your Customer Retention Strategy may need attention:

1. Your customer churn rate is below 90%.
2. You leadership is not periodically meeting with customers' C-Suite to discuss the future plans.
3. Your customers' NetNew revenue growth is below 20%.
4. Less than 65% of your revenue comes from customers.
5. You don't have a dedicated Account Manager.
6. Your consultants are manging the account.

Customer Rerention & Growth is vital to any organization.  Customers provide the revenue organizations need to invest into growth and expansion.