Defining a playbook of sales strategies — Jamie Cleghorn // Bain & Company

Partner at Bain & Company, Jamie Cleghorn, wraps up discussions on the relationship between management consulting and marketing. The way customers make purchases nowadays goes beyond the sales rep. Marketing and product teams are much more involved in today’s buying cycle. Today, Jamie shares Bain & Company’s suggestions on defining a playbook for your sales strategies.
About the speaker

Jamie Cleghorn

Bain & Company

 - Bain & Company

Jamie is Partner at Bain & Company

Show Notes

  • 03:05
    Bain & Companys playbook for sales strategies
    Marketers need to get into the heads of salespeople. Its really about focusing on the products that will move your company forward, not just the easy ones to sell.
  • 05:37
    How the sales cycle has changed
    Customers prefer to talk to salespeople later on in the buying cycle. Strategies should make it easier for sales to focus on answering the hard questions and closing sales.
  • 07:37
    Sales strategy steps
    Have a clear understanding of your marketing messages and target audiences. Its about being prepared for customers to go back and forth throughout the buying cycle.
  • 09:43
    Dealing with non linear customer paths
    Understand that customers are using different channels to do their research before buying. Use consumption-based pricing to increase customer experience.
  • 11:27
    How a company chooses is dependent on deliverability. Its best to push your pricing to smaller units for higher scale.
  • 12:51
    Ways to get the best synergy between your sales and marketing teams
    It boils down to getting a common denominator for the teams. Synergy comes from determining where to make investments for the best ROI.


  • "Sales people live on a 13 week cycle. Its all about the quarter, and they do that 4 times a year." -Jamie Cleghorn, Partner, Bain & Company

  • "If an account has limited bandwidth and limited ability to spend, youve got to prioritize and ensure you're leading with the future product that is going to move your company forward." -Jamie Cleghorn, Partner, Bain & Company

  • "Every year, customers want to speak with sales people less. They want to go to websites like TrustRadius or G2. And then they want to talk to a human being to answer specific questions." -Jamie Cleghorn, Partner, Bain & Company

  • "80% of buyers walk into a buying cycle before they ever talk to a rep. They know what their choices are and already have a preference. Everything before sales is much more important now." -Jamie Cleghorn, Partner, Bain & Company

  • "Many companies don't do product marketing well. You've got five fingers on a hand so you can make 5 points that a human being can understand." -Jamie Cleghorn, Partner, Bain & Company

  • "Knowing what you're saying and who you're targeting is fundamental. There's a lot of tribal knowledge and companies assume that their salespeople will pick it up." -Jamie Cleghorn, Partner, Bain & Company

  • "The right medium and the right message for different products and price points will be different along the rev ops flow." -Jamie Cleghorn, Partner, Bain & Company

  • "Customers are going to learn on different channels, and transact on another. Few B2B companies have embraced that omnichannel ethos in any meaningful way." -Jamie Cleghorn, Partner, Bain & Company

  • "The fastest growing companies are ones that have used consumption-based pricing. You're customer loyalty with every click and unit of consumption." -Jamie Cleghorn, Partner, Bain & Company

  • "Youve got to show up and deliver every day with the product and the experience. When you do that, the marketing exercise becomes more of a shepherding exercise than it does a convincing exercise." -Jamie Cleghorn, Partner, Bain & Company

  • "I think of consumption as micro subscriptions. Instead of buying in 1 month increments, you're buying in units of compute or units of consumption." -Jamie Cleghorn, Partner, Bain & Company

  • "The more you can push your pricing to be smaller units with higher scale, the more you're going to force your company to do a better job for your customers every day." -Jamie Cleghorn, Partner, Bain & Company

About the speaker

Jamie Cleghorn

Bain & Company

 - Bain & Company

Jamie is Partner at Bain & Company

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