Highspot VP, Revenue Strategy Haley Katsman

1. Turn Your Strategy into Action
The key to turning sales and marketing strategy into
successful execution
Haley Katsman
VP, Revenue Strategy
Highspot
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2. 19% 12% 8%
increase in
customer
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*Xactly
Higher win
rates
Increase in
number of reps
attaining quota
Metrics that Matter

3. Consistent Execution
Requires everyone to be on the same page
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You need to
prioritize your
initiatives and
the investments to
support them.

4. >70%
Business Initiatives Fail*
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*Harvard Business Review

5. You’re on the same page
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NOW WHAT?

6. Strategic Enablement
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CALL TO ACTION
Define What You Want Reps to Do
CONSISTENT EXECUTION
Enable Sales Reps and Sales Managers
BUSINESS OUTCOMES
Scale Your Revenue Engine
• Initiatives
• Skills
• Knowledge
• Behaviors
Sales
• Increase Rep Attainment
• Decrease Ramp Time
• Your Specific Sales Goals
Marketing
• Increase Content ROI
• Improve Conversion Rates
• Your Specific Marketing Goals
ENABLEMENT FOUNDATIONS
Programs | Events | Tools
EQUIP TRAIN
COACH
ANALYZE

7. Master Winning Behaviors
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EQUIP
Playbooks and
resources
TRAIN
Before
the game
COACH
During the game
and watching film
ANALYZE

8. 44%
Sellers intend to leave their job in <2 years*
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Invest in your team or else…
*Xactly

9. Equip
Write down what good looks like
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1. Align sales plays to
strategic initiatives
2. Content where and
when reps need it
3. Context on how to use
the content, with whom

10. Train
Build the confidence to execute
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1. Make it matter to reps
2. Deliver in many
formats, over time
3. Provide a lot of
controlled and
real-world practice

11. Coach
Where mastery happens
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1. Make it matter
to managers
2. Enable managers and
make them accountable
3. Measure outcomes

12. Analyze
Leading indicators > lagging indicators
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TRAIN
Before the
game
1. Do your reps understand
the strategy?
2. Are they executing it?
3. Is it driving the desired
results?

13. First Step
Start with one thing and do it really well
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14. 19% 12% 8%
increase in
customer
satisfaction Do not place text, or graphics
in any of the red space
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*Xactly
Higher win
rates
Increase in
number of reps
attaining quota

15. Do not place text, or graphics
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1. Agree on your calls to action and
how you’ll share key results
2. Create a system that can Equip,
Train, Coach, and Analyze your
field teams
3. Start with something specific that
your teams can master
Your Top Takeaways
Turn Your Strategy into Successful Execution

16. THANK YOU
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