New Go-to-Customer Study Explores Digital Readiness and Investments

By: Matt Greenstein Digital Transformation, Revenue Growth Strategy, Sales Talent

The shift to digital is both a technological investment as well as a talent transformation. However, many companies struggle to define what ‘digital’ means for their organization. Does it mean purchasing new tools? Is it investing in new roles? Does it have to do with social media? And what is the impact on revenue?

The rise of technology coupled with new buyer expectations has created a requirement for companies to align their revenue motions across digital mediums. Revenue growth requires investments across six digital nodes: (1) buyer journey, (2) marketing coverage, (3) sales channels and roles, (4) service, (5) processes and tools, and (6) data science.

In response to the rapidly shifting digital environment, Alexander Group is launching its 2019/2020 Digital Go-to-Customer Study to provide actionable insights for leading companies. The study has three main benefits for participants:

1. Landscape of digital roles (across sales, marketing, and services) and tools
2. Your company’s go-to-customer data benchmarked against a set of peer companies
3. Recommendations for increasing sales performance and growth in a digital environment

As a participant, you will receive an individualized report with industry trends, best practices and benchmarks comparing your company’s summarized data findings to the industry.

Join the Alexander Group’s Digital GTC Study today!

Co-author: Efrain Garcia is a manager in Alexander Group’s San Francisco office.
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Matt Greenstein

Matt Greenstein is a principal based out of the New York and Stamford offices. He works with clients across technology, life sciences and healthcare. He has responsibility for leading the firms Life Science and Analytical Instrument, Health Insurance, and Digital Transformation practices. His areas of focus include large scale transformation and integration across all commercial functions–tactical marketing, sales and service. Matt has global consulting experience and is known for his fact-based, hypothesis-driven, problem-solving style.


Matt has 10+ years of management consulting experience. Prior to joining the Alexander Group, Matt held sales and marketing leadership positions with a major information management company. Matt has a B.S. from Fairfield University and an MBA from the University of Connecticut. He is also a Certified Sales Compensation Professional.


Efrain Garcia

Efrain Garcia is a manager in the San Francisco office. Efrain works with client leaders in sales, marketing, finance and human resources to solve revenue growth challenges. He designs and conducts fact-finding activities to understand client objectives and issues. He participates in and leads client meetings to present recommendations and consulting deliverables. Efrain manages business analyst and associate consultant resources at the Alexander Group on project engagements.


Prior to joining the Alexander Group, Efrain was a buyer at Target Corporation, where he led marketing efforts to segment merchandise offerings based on customer insights. In addition, Efrain was a sales consultant at 3M Company where he assisted in creating the first inside sales team for 3M’s flagship industrial adhesives and tapes division. He holds an MBA from the Opus College of Business at the University of St. Thomas, and a B.A. from the University of St. Thomas.


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