As an enablement leader, I’ve been fortunate to work with and learn from some amazing VPs of Sales and CRO over my 25+ year career. I’ve seen them move into companies with some great aspirations, amazing passion, & strategy. Unfortunately, they rarely stay in their seat long enough to complete the strategy that they put in place. Why is that? There are several reasons that range everything from high expectations and immense pressure to deliver rapid growth and meet aggressive revenue targets, constant changes in market conditions, to misalignment with organizational, Board, and cultural goals.
The average tenure of a CRO is between 18 and 24 months
Companies are already working in a “do more with less” approach, now let’s toss in today’s global geo-political environment to the mix. This will ensure that 2025 will be poised to be a year of both challenges and opportunities. The difference between success and failure for a revenue leader will depend on the decisions they make today. Success won’t just hinge on individual efforts but on the collective strength of their GTM teams working in unison. Sales, marketing, customer success, enablement, and product teams must collaborate closer than ever to ensure every budget dollar is strategically allocated and maximized for impact. By aligning on shared goals, fostering cross-functional communication, and leveraging each team’s unique insights, revenue leaders will have to tackle the budget-related challenges or risk being the next one in a “revolving door or carousel” of unemployed leaders. Don’t leave your budget or career to chance. Take proactive steps now to address these common pitfalls and position your entire organization for success. Begin by reassessing your current budget allocations with these strategies in mind, fostering collaboration across teams, and consider scheduling a consultation with a budget optimization expert who can provide personalized guidance tailored to your integrated GTM strategy.
I recently had a conversation with 4 seasoned revenue leaders in my network and here are (5) common budget-related problems that they already working on for 2025.
- Problem: Over-reliance On Historical Data
Answer: While historical data provides a baseline, it can’t account for rapid market shifts or new variables introduced by technological advances. Instead, they’re working with their ops team and AI tools to blend historical trends with real-time market analysis and predictive modeling to create a more accurate forecast. Incorporating scenario planning can also help anticipate potential disruptions.
- Problem: Misalignment Between Sales, Enablement, and Customer Success
Answer: Budgeting for sales, enablement, and CS in silos can lead to misaligned goals and wasted resources. To overcome this, they’re integrating sales, enablement, and marketing into a GTM organization. This included joint planning sessions can ensure that budget allocations drive cohesive campaigns, leading to higher ROI and more aligned revenue goals.
- Problem: Underestimating the Cost of Technology
Answer: The rapid evolution of sales technologies (Especially AI) means that the tools you rely on today may become obsolete and/or will require costly upgrades. When budgeting, factor in not only the initial cost of technology but also maintenance, training, and potential upgrades.
- Problem: Lack of Clear Metrics for Success
Answer: Without clear metrics, it’s impossible to measure the effectiveness of your budget allocations. Establish KPIs that align with your strategic objectives and build a dashboard that tracks these metrics in real-time. This will allow for agile adjustments to your budget throughout the year based on performance data. The key to success is usually not the tool but the usage & reinforcement by the 1st and 2nd line leaders.
- Problem: Short-term Budgeting Mindset
Answer: Focusing solely on short-term gains can undermine long-term success. Balance your budget to support both immediate revenue goals and long-term strategic initiatives. This might include investing in emerging markets, R&D, more enablement, or new sales channels that may not pay off immediately but will lead to future growth.
The decisions you make today will shape your organization’s success tomorrow. Don’t leave your budget to chance. Take proactive steps to address these common pitfalls and position your team for success. Start by reassessing your current budget allocations with these strategies in mind and consider scheduling a consultation with a budget optimization expert who can provide personalized guidance.
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