Eight Uncomfortable Truths (with Justin Roff-Marsh): Chicago

5460 North River Road,Rosemont IL 60018

13 September, 2022

Description

The event This is an opportunity to spend a day with Justin Roff-Marsh (author of The Machine), in an upscale conference room, in the company of your peers (owners and senior executives from mid-sized businesses). This workshop will suggest that the standard business model for industrial organizations is outdated and uncompetitive. It will then present a radical new business model by way of eight uncomfortable truths. Inclusions Your fee includes the 8-hour workshop, lunch, and coffee and refreshments throughout the day. You also have the option to bring a colleague (for a discounted fee). Agenda This workshop starts with a practical growth formula and progresses through the steps you will need to take to actualize this formula. Theory is discussed only to the extent necessary to confirm that the formula is robust. The eight uncomfortable truths that Industrial Organizations must face. Your senior management team won’t like these truths. They won’t necessarily argue that they are false, they just won’t like the organization-wide implications of them. The good news is that your competitors’ management teams will like them even less!). How to win in the new reality. Justin’s formula is powerful but deceptively simple. The key idea is that you must first find a niche and peculiar set of commercial requirements that are ill-served by your larger competitors. Then, second, ensure that your organization participates in a hugely disproportionate percentage of the selling conversations that occur in your marketplace (relative to your marketshare).Finding a winning segment and message to take to market. Justin will argue that most competitors in industrial supply all want to compete in the one general supply segment. This presents a tremendous opportunity to find an ill-served segment to exploit and build a powerful proposition to take to market.Execution. This is easier said than done. Practically it requires a restructuring of your organization. The good news is that this restructure will provide several meaningful improvements in your operational performance. The best news is that Justin will give you a simple, seven-point plan you can follow to minimize risk and maximize the speed of change.The design of sales. You guessed it, a redesign of sales is required to enable a massive increase in the volume of selling conversations required to take your new proposition to market and out communicate your competitors’ salespeople. Justin will show you how to build a program to generate up to 11X more selling conversations for your salespeople compared to what they’re currently doing.The integration of sales, operations and marketing. The traditional relationship between sales, customer service, design engineering and marketing must be turned on its head. Marketing must generate sales opportunities on a just-in-time basis (they must subordinate to sales). Operations must become responsible for revenue. Sales must focus exclusively on growth. And the marketing department’s sole purpose is to provide a constant stream of opportunities for sales.The role of management. This transition is no walk in the park for management. And the new, high-growth business model will require a dramatically different approach to supervision. Like racecar engines, massive increases in efficiency come at the expense of greater fragility.