The Emperor Has No Clothes - Declaring War on Inefficiency

Welcome to the Inside: Sales Enablement Podcast Episode 49

It's a given that the sales and marketing engine is full of waste and inefficiency. Despite the best intentions of very smart people, something is still not quite right. How do we know? The Commercial Ratio tells us that most companies get .15 cents of growth for every dollar they spend on sales and marketing.

Scott and Brian are joined by Kunal Mehta from the Private Equity firm TCV. Kunal shares a behind the scene view of rolling out the commercial ratio to all TCV portfolio companies. What were those discussions? What was the focus? What happened?

Find out why the commercial ratio is such a great starting point for addressing sales and marketing challenges and how you can use the metric to engage more strategically with your executive team.

You can find out more about the commercial ratio at www.commercialratio.com

Let us know what you think!

EPISODE TRANSCRIPT:

Intro 00:02  

Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession Scott Sam Tucci and Trailblazer Brian Lambert as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.

Scott Santucci 00:33  

I'm Scotty NTG.

Brian Lambert 00:35  

I'm Brian Lambert and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.

Scott Santucci 00:48  

Together, Brian, I've worked on over 100 different kinds of sales enablement and issues as analysts, consultants or practitioners. We've learned the hard way what works and perhaps what's more Important, what doesn't?

Brian Lambert 01:02  

This podcast is focused on you and being a great orchestrator. We've had a lot of episodes on orchestration and being orchestrated elevate your role. And on this particular episode, we're going to talk more about the commercial ratio. But before we do that, Scott, do you have a centering story for us?

Scott Santucci 01:18  

I do. I've got a I've got a little short one up. Actually, a lot of us are going to be familiar with this. The story it's a children's tale from the mid 1800s, from yawns, Christian Anderson. And really, it's about the Emperor's New Clothes. And if we remember that, if we remember that story, some swindlers go into this into this village, and they say we've got this amazing new fabric, and it's the most amazing, comfortable, glorious new fabric. And here's the deal. What's makes it super amazing is only smart people can see it. The dumb people can't see or appreciate how valuable this fabric is. And the emperors like wow, I want to do that. And all the Emperor's aides would look at this, look at the progress that these guys were doing after they set up their loom and make the Emperor's New Clothes, his new outfit his new wardrobe. And they watch his progress because of course, the Emperor wants to see his advisors. And none of them wanted to admit that they didn't see anything at play. because keep in mind, these guys are scam artists, right? But no one wanted to admit that they couldn't see it because by admitting it that they couldn't see it. Guess what was happening? They were saying that I'm stupid, right? Because only stupid people can't can't see it. So Wow, that's fabulous. And then the other a would be Oh, you're right. I see how fabulous it is to...