|Organization||Best Story Wins Pty Ltd|
|Registered Since||5 Jun 2013|
|Areas of Expertise||B2B Marketing, Online Copywriting, Strategy & Operations, User Experience and Usability, Marketing Automation|
Because in all of my roles and projects for nearly 40 years, I have grappled with fear, confusion, doubt, risk, frustration, alternating - and sometimes simultaneously - with flashes of insight, amazing collaboration and wild, crazy success.
The ongoing tension between creativity and process keeps drawing me back to making the process of generating revenue: customer focussed; consistent; predictable; unstressed; effective; innovative and fun.
Over the years, from: product management roles supporting sales people with collateral and bid-support to senior sales roles in the finance industry with IBM; to setting up a consulting practice with Lend Lease - a major construction group; digital marketing in the dot.com boom and co-creating a Revenue Performance Management consulting practice for Ernst & Young (and being a closet film-maker along the way…) - it has always saddened me that the right thing to do, the smart thing to do - is rarely what is done.
And most work on in frustration…
- I spend many days every month in board rooms hearing frustration about marketing "lost in dreams of 'brand' but not understanding sales" and sales "always missing their targets"
- And the subjects of this frustration share similar pain around "out of touch management" who don't understand the difficulties of working in broken processes or support ideas for change…
- As for the B2B client forums, on how B2B buyers feel about buying, or being sold too - phew - just don't go there. Sellers and their marketing and sales processes & people that are "over communicative and under-prepared…"
I believe that without provocation, we do not easily change. I do not use up all the days on my gym membership. I do not always keep in touch as much as I could/should with the great friends & clients I am blessed with.
So I do not judge my clients, customers, partners - but I am at an age and stage where I love and can be most effective and fulfilled by helping senior management, in making the processes around generating revenue better for everyone - customers, employees, managers - and shareholders.
This is why I seek to execute on this by provoking senior management and their teams to successfully understand, integrate and execute on the extraordinary range of traditional insights and emerging tools available.
A vision involving:
- Being more creative, with less risk. To play, listen and explore, with confidence and certainty.
- Having Philosophy and Vision partnered with risk & project management - via intelligent & insightful use of new digital tools & services.
- A sequence of intentions, insights and involvements, with testing, tools & training - supported by measurement, mitigations and management. (phew!)
Executed and delivered by my virtual team (or supporting the work of others) across six interleaved phases:
- Ensuring Customer Focus and insights at the very core of all
- Driving to stronger, more believable and executable business planning - specifically around revenue performance management
- Fuelled by content that provokes, challenges and ultimately reassure buyers (especially video) to co-design their solutions with you
- Executed, supported by smart digitisation of relevant processes
- By more fulfilled and effective marketing & sales teams
- Resulting in happier customers, employees, CFOs, CEOs and shareholders (in that order)
World English Dictionary. provocateur 'a person who deliberately behaves controversially in order to provoke argument or other strong reactions' Origins: from Fr. provocateur, from L. provocator "challenger," from provocare. "Once upon a time, the image of a provocateur was of the nefarious. Times have changed, and the title can be as much of a compliment as one of derision. The decision of wreaking havoc on the calm and routine is made by individuals that believe they are doing the right thing. Provocateurs are no longer attached solely to politics and social considerations; they have become visionaries among the artistic world." Source - ehow.com I combined revenue + provocateur, to offer you: revenue provocateur "a person who: deliberately challenges business orthodoxy with contradictory data, and points-of-view - in order to provoke spirited discussion, strong reactions & effective change, around improved revenue processes" Jeremy Pollard, 2013