Episode 30 - Amy Franko on Building an Effective Sales Strategy

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Episode 30 - Amy Franko on Turning Sales Strategy Into Profit, Women in Sales, Board Governance over Sales and more
Summary
In this conversation, Ed Marsh interviews Amy Franko, a sales strategist and author, about sales strategy and the role of sales in organizations.
They discuss topics such as leadership, accountability, sales training, and the importance of sales in corporate strategy. Amy emphasizes the need for sales talent on boards and the importance of continuous recruiting.
She also shares insights on:
challenges and opportunities in selling technology and industrial products
sales strategy and its impact on business growth
the importance of board governance
need for a board skills matrix and continuous recruiting to ensure the board has the right talent.
Amy also shares her approach to building a strong board, including setting a vision, investing time and resources strategically, and introducing more strategic talent. She highlights the value of including junior people on the board as a talent incubator and implementing a board buddy system for onboarding new members.
Amy also touches on her support for women in business and sales, the importance of sales and marketing integration, and the role of sales ops and sales enablement in optimizing sales teams.
Takeaways
Sales strategy is a critical component of corporate strategy and involves defining growth markets, target industries, and ideal clients.
Boards should have members with contemporary sales insights to ask probing questions and provide oversight on sales strategy and execution.
Continuous recruiting is important to find and nurture top sales talent, and companies should have efficient recruiting processes in place.
Selling technology and industrial products have their own unique challenges, such as talent acquisition, complex sales, and balancing transactional and custom sales.
Sales talent is crucial for long-term success, and companies should invest in talent development and create structures to support sales professionals.
Understanding the lifetime value of a customer is essential for effective sales strategy and decision-making.
Sales leaders should be involved in board-level discussions to provide insights on market opportunities, risks, and the impact of sales on business growth. Implement a board skills matrix and continuous recruiting to ensure the board has the right talent
Set a vision for the board and invest time and resources strategically
Include junior people on the board as a talent incubator
Implement a board buddy system for onboarding new members
Support women in business and sales
Integrate sales and marketing strategies
Consider the role of sales ops and sales enablement in optimizing sales teams
Takeaway Quote from Amy Franko
"Sales strategy contains the categories for growth, target industries, and clients."
Check out Amy's website
LinkedIn: Amy Franko and Ed Marsh
Twitter: Amy Franko and Ed Marsh
Instagram: Amy Franko and Ed Marsh
YouTube: @AmyFranko and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction and Background 03:21 The Role of Sales Strategy in Corporate Growth 05:50 The Importance of Sales Talent on Boards 19:42 Continuous Recruiting for Top Sales Talent 23:06 Challenges and Opportunities in Selling Technology 31:23 Navigating Complex Sales in Industrial Markets 39:43 Discovering the Board Governance Function 42:59 Building a Strong Board 48:27 Supporting Women in Business and Sales 51:25 Balancing Work and Wellness 55:30 Integrating Sales and Marketing Strategies 59:07 The Role of Sales Ops 01:04:47 Exploring the BDR Model 01:08:13 Understanding Financials in Sales 01:10:18 The Future of Sales Optimization
 
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