In the latest episode of Move the Deal, host Greg Moore talks with Hexagon’s Chief Revenue Officer Steve King. He’s in charge of the PPM division of Hexagon, the leading global provider of enterprise engineering software, enabling smarter design and operation of plants, ships and offshore facilities.
Two years into his role at Hexagon PPM, after sales roles at Hewlett-Packard and Accenture, he leads Hexagon’s sales strategy, sales management and strategic go-to-market initiatives. As buyer behavior changes, King ensures that Hexagon digitally transforms themselves so they are seen less as a software provider and more as a solution-based valued partner.
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Define the Sales Transformation Strategy
When King joined Hexagon Solutions as CRO, he first focused on providing innovative solutions to bring the business back to growth and improve the strategic accounts program. With a plan to become more customer-centric and outcome-oriented, his role encompasses overseeing sales operations, enablement and go-to-market teams—all while working closely with marketing and customer success.
As Hexagon travels through its sales transformation process, King reflects on some of his biggest takeaways thus far including, the importance of sequencing the things you do, getting buy-in from the organization from the top down and having what he refers to as a “playing to win” strategy.
A formal change management structure is also critical for success. King put dedicated headcount in place to ensure staff receives the right communications on changes, that they feel comfortable providing feedback about them and to measure what they’re doing so that Hexagon sales leaders can continually learn and make adjustments.
The Importance of Reinforcement
In a recent episode, Move the Deal guest Tim Conroy discussed the Ebbinghaus curve, which shows the decline of memory over time and discussed the role retention plays in helping change sales behavior. King focused on similar approaches. Change is hard; reinforcement ensures that sellers have consistency and stay focused. As organizations go through a transformation, King shares key actions that need to happen:
- There needs to be top-down support
- There needs to be organizational alignment and buy-in
Many organizations struggle with culture change, especially when they feel their current culture works. King shares why it’s essential for organizations to explain how the changes will benefit staff. This allows them to understand and believe in what you are trying to accomplish at a transformational level.
What to Do Next
King ends the episode with advice for CROs who embarking on a sales transformation journey:
- Know the problem you want to solve or opportunity you want to capitalize on
- Pick a simple framework, but define the strategy
- Plan to work and work the plan
Outline of Episode:
[2:22] King on the shifts in buyer behavior
[10:50] How the CRO has evolved and where it’s headed
[15:00] Making the case for change
[20:00] The importance of reinforcement
[32:51] Advice to CROs going through a sales transformation
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