CRO Challenge Number 6: Over-Indexing on Products

As a Chief Revenue Officer, navigating the challenge of over-indexing on products can be a daunting task. To effectively tackle this issue and realign your focus towards customer-centricity, it’s essential to implement strategies that prioritize understanding your customers’ needs and fostering growth.

Here are 7 powerful yet simple strategies to help you shift your perspective and drive revenue:

1. Customer-Centric Approach: Put customers at the heart of the business, focussing on understanding their challenges and helping them grow.
2. Front Line Team Recruitment: Recruit a proportion of your front line teams from your customers’ environments to create natural affinity and an understanding of your customers’ language.
3. Continuous Business Pain Capture: Create a vehicle to continually capture the business pains, and associated gains, from your customers’ industries to ensure they are aligned to the value you create from your propositions.
4. Marketing Collateral Optimization: Double check your marketing collateral to ensure you are describing the quantifiable benefits, not just the features, of your solutions.
5. Collaborative Product Roadmap: Create a product roadmap that is founded on formal and regular input from sales and marketing, as well as product teams.
6. Customer Council Formation: Create a ‘Customer Council’ that enables customers to input into your product strategy.
7. Engagement Initiatives: Launch a “Back to the Customer’s Floor” campaign for teams (not just sales!) and executives across the business.

By implementing these strategies, you can reorient your approach towards a more customer-focused mindset. Additionally, setting and tracking customer-centric Key Performance Indicators (KPIs) such as customer satisfaction can help measure the success of these efforts and drive positive outcomes for your business.