The Definitive Guide to Revenue Leadership: Design & Build The Definitive Guide to Revenue Leadership: Design & Build
SIA Coaches
Director
Pete Crosby Revenue
Operating Partner
Stage 2 Capital
Guest Coach
Managing Director at Stage 2 Capital, Former CRO
Hubspot
Guest Coach
Founder and CEO
The Seven
  • Description
  • Course Syllabus
  • Coach Information
About this course

The Definitive Guide to Revenue Leadership is a learning pathway created as a complete primer for designing, building, executing & scaling the Go To Market in a B2B SaaS organization.


Design & Build is the first course in the learning pathway and covers designing & building the revenue function. It will touch on product-market fit, the Raskin Matrix, unit economics, and creating the right culture.


To get the most from this course you should be operating at VP Level or above with several years of experience running sales teams. You probably report directly to the CEO & are involved in revenue strategy and delivery.


This course has been designed for VP Level or above with several years of experience running sales teams. You probably report directly to the CEO & are involved in revenue strategy and delivery.
What impact this course will have
  • Be able to confidently guide your executive team through the GTM process
  • Be able to contribute effectively & strategically to Product & Engineering decisions
  • Know how to design your value proposition
  • Know how to build a predictable model
  • Have a model to prioritize and focus your time
Course Syllabus
September 14 2021
1/12
Class 1 | Modeling the Go To Market

 

By the end of this class, you will be able to…

  • Understand the Impact of Customer Success/Retention on Scaling

  • Implement the BICEP discovery framework for revenue evaluation

  • Analyze the market and create an executable Bottom Up Plan

September 16 2021
2/12
Class 2 | Designing Product Market Fit & Defensibility

 

By the end of this class, you will be able to…

  • Define the Needs, Value & Delivery within a PMF framework to tailor your persona fit
  • Map the Buyer Journey & draw conclusions which shape your value proposition
  • Deploy the Core Value Question Framework to pinpoint mission criticality
September 21 2021
3/12
Class 3 | The Raskin Matrix & the Value Proposition

 

By the end of this class, you will be able to…

  • Create trust and urgency when designing your value proposition
  • Articulate your value proposition with consistency & clarity
  • Position the value proposition optimally within the sales process
September 23 2021
4/12
Class 4 | Unit Economics & Leading Indicators

 

By the end of this class, you will be able to…

  • Understand & apply the crucial KPIs of NRR, CAC & LTV
  • Apply key SaaS measures like Velocity to measure your success
  • Conceive & design an Early Warning System & use dashboards to track performance
September 28 2021
5/12
Class 5 | Creating the Right Culture & Compensation

 

By the end of this class, you will be able to…

  • Design an impactful compensation plan
  • Apply the principles of psychological safety, mental wellness & a winning mentality to lead your team effectively
  • Invest in your team through development & rewards
September 30 2021
6/12
Class 6 | Human Leadership - Masterclass with Susanne Jacobs

 

By the end of this class, you will be able to…

  • Apply the Formula for Trust & Intrinsic Motivation
  • Tap into cognitive advantage to get the best from your brain
  • Deliver brain-safe feedback for growth and learning
October 5 2021
7/12
Class 7 | Predictable, Scalable, Repeatable

 

By the end of this class, you will be able to…

  • Use the PRE-SC-RPT model to identify where to focus
  • Architect an effective buyer driven outbound model covering the 4 stages of sales
  • Construct an optimized & value driven pricing model
October 7 2021
8/12
Class 8 | Getting the Revenue Leadership Team & Key Hires Right

 

By the end of this class, you will be able to…

  • Use a framework for identifying and hiring the roles you need in your organization
  • Adopt the Elite Leadership Framework to develop a blended, diverse revenue leadership unit
  • Coach an elite revenue leadership team
October 12 2021
9/12
Class 9 | Demand Gen & the Marketing Function

 

By the end of this class, you will be able to…

  • Understand & implement the principles of powerful demand generation
  • Build an effective SaaS marketing team
  • Understand & implement the principles behind Account Based Marketing
October 14 2021
10/12
Class 10 | Building the Revenue Model - Masterclass with Mark Roberge

 

By the end of this class, you will be able to…

  • Understand the Holistic Go-To-Market System Design
  • Adjust the GTM System to Your Unique Business Context
  • Use Data to Test, Iterate, and Optimize Your GTM System
October 19 2021
11/12
Class 11 | The Importance of the Partnership Function

 

By the end of this class, you will be able to…

  • Analyze the market & category you are in to shape an effective Partnerships strategy
  • Build a Partnership model that works for your business
  • Run channel programs which contribute to spectacular growth
October 21 2021
12/12
Class 12 | Time, Focus, Risk - Staying on Top of Your Time & Priorities

 

By the end of this class, you will be able to…

  • Deploy time management frameworks to ensure you have time for strategy, people & planning
  • Manage Risks & Issues effectively
  • Effectively choose where to focus your time in order to win
Director
Pete Crosby Revenue
Pete is a 4x successful scale-up revenue leader. He has been running SaaS revenue teams for more than 20 years, most recently as CRO at Ometria, who Deloitte placed in the Top 10 growth businesses in the UK with revenue acceleration above 3000%. He i...
Operating Partner
Stage 2 Capital
Mandy is an expert in thoughtfully scaling sales organizations and maximizing revenue. Mandy has hired & mentored hundreds of sales leaders, led thousands of sales professionals, and built & scaled some of the largest, fastest-growing sales s...
Guest Coach
Managing Director at Stage 2 Capital, Former CRO
Hubspot
Mark Roberge is the former CRO of Hubspot growing revenue from zero to $100M and expanding the team from 1 to 450 employees. He is also the bestselling author of the award-winning book, “The Sales Acceleration Formula: Using Data, Technology, and I...
Guest Coach
Founder and CEO
The Seven
Susanne Jacobs MBA, Chartered FCIPD, FCMI, member NLI Susanne Jacobs is an organizational behavior and performance expert, specializing in trust and intrinsic motivation, who helps leaders create flexible environments where people feel engaged, en...