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Evergreen is committed to sharing insights on sustaining revenue growth through a variety of sources, including:
- Firm Overview
- Cases
- Growth Tips
- Articles, PR, and Presentations
- Our Blog: Entrepreneurial Mettle
- Research and Tools
- Recommended Resources
To download content, click on the any of the above sources.
Firm Overview
April, 2010 – Evergreen Growth Advisors, Firm Overview.
The attached overview highlights who we are, what we do, our perspective on the importance of revenue growth, and includes the bios of the firm’s leaders.
Cases
Enhancing Revenue Growth with Improved Value Propositions and Sales Processes.
A mutual life insurer increases sales 17% by improving the value propositions of its new products and its sales processes.
Leveraging Intrinsic Value Drivers to Improve Cash flow, Growth, and Profitability.
Understanding of product, segment, and customer profitability leads to 60% improvement in gross margins, 440% improvement in debit margins, and 400% improvement in cash flow.
Knowledge of Market Structure and Go-to-Market Alignment Drive Revenue Growth.
A prominent importer of foreign beer applies market knowledge to re-align its go-to-market model and reduce its operating divisions by 50% and overall headcount by 18%, while increasing coverage of high value accounts by 10-20%.
Improved Agency Operations Drive Profitability.
A clear understanding of operational practices of agencies yields a 10-20% increase in agency profitability and prevents a 20% increase in compensation costs for the insurer.
Driving Revenue with Re-aligned Sales Incentives.
A manufacturer of surgical suite equipment re-aligns its compensation plan and sees Bookings and Shipments increase by 38% and 17% respectively.
Case Summary
The case summary illustrates how we work with our clients to identify opportunities for immediate revenue improvement and align Strategy, Organization, and Execution to
ensure sustained growth.
Growth Tips
Growth Tip #1 - Weigh the Tradeoffs between Revenue Gains and Drains.
The first in a series of Growth Tips, this piece emphasizes the importance of assessing revenue gains as well as drains and highlights the powerful impact closing revenue drains can have on incremental revenue growth.
Growth Tip #2 – Look Above The Pipeline For Predictive Sales Metrics.
The second in a series of growth tips, this piece examines the power of measuring the leading indicators of sales success that are found at the very inception of the sales process.
Growth Tip #3 – Tips to Achieve Pipeline Accuracy.
Pipeline accuracy is a hard won battle, but Sales Leaders appear to be approaching the last mile to victory. Our recent participation in the Sales Management Association’s conference at DePaul University reveals four remaining high value opportunities for improvement. The potential gains from accuracy are significant, if not invaluable, particularly when it comes to building management’s confidence in Sales Leader’s ability to hit their numbers.
Growth Tip #4 – Reject the Myth of the Superhuman V.P. of Sales.
This feature is the first in a series of five Tips exploring actions growth leaders have taken to achieve predictable growth.
Rejecting the myth of the Superhuman V.P. of Sales is the first critical step to organizing and equipping your Sales Leadership for growth. Today’s operating environment is fast changing and complex. Customer leverage, short timelines, innovative low-cost competitors, severe market disruptions, and short product lifecycles are just some examples of the icebergs Sales VPs must navigate. With the tenure of Sales V.P.s approaching less than 24 months, sales costs growing faster than revenues, and with 50% of sales reps not making quota, clearly the traditional model is not working. It’s time not only to reset expectations for VPs of Sales, but also re-design the Sales Management function.
Growth Tip #5A – Take A Detailed Look At Markets To Spot Growth Opportunities.
This feature continues our series of Tips exploring actions growth leaders can take to achieve predictable growth. For sales leaders beginning to undertake strategy development, this two part Growth Tip outlines two analytical frameworks that are helpful in identifying opportunities to improve sales growth. The first framework shows how to dissect the components of market share to better understand what is required to achieve better market penetration. The second framework shows how to dissect the provenance of revenue dollars to identify best practices and achievable benchmarks.
Growth Tip #5B – Take A Detailed Look At Markets To Spot Growth Opportunities.
This installment of Growth Tip #5 will expand upon a second valuable tool we call Win, Grow, Own (WGO) analysis. When used together, these two analytical frameworks can remove much ambiguity from strategic deliberations and focus discussions and design efforts on initiatives that can deliver the greatest impact.
Articles, PR, and Presentations
Sales Leader Panel Breakfast – October 28th.
Evergreen will convene a panel of Sales Leaders from Nalco and Volt to discuss top sales priorities for 2012, actions being taken to reduce waste and inefficiency, and short and long-term areas of reinvestment in Sales. The panel will run 7:30 to 9 a.m. with a continental breakfast served at 7. It will be held at the Tech Nexus, 200 S. Wacker Dr. Suite 1500, Chicago, IL. Please register today, as space is filling up: http://salesmanagement.org/events/chicago-chapter-breakfast
Daily Energy Report – Competition Heats Up in Demand Response - Who will Prevail?
This has been a good year for energy efficiency, particularly the Demand Response industry. The current leaders have done yeomen's work making energy efficiency an imperative. But the industry is set to change, and the early leaders may fall victim to the "first mover" curse. To learn more about the Demand Response industry and potential changes click here.
July 2011 – Presentation titled Innovative Solutions for Financing Energy Efficiency
Evergreen Growth Advisors delivered on July 14 a presentation titled Innovative Solutions for Financing Energy Efficiency Projects at the USGBC-hosted Green Building Focus Training Seminar in Huntsville, AL.
Panel Breakfast: July 14, 2011, Sales Imperatives Across the Business Life Cycle. A panel discussion with Senior Sales Leaders from Chicago area companies, such as Johnson Controls, Nalco, and Challenger Gray and Christmas. The panel will provide a unique opportunity to discuss how Sales Leaders prioritize imperatives, the role of Sales Operations and Human Resources in supporting Sales Leaders in their efforts, and the challenges associated with implementation. Please RSVP at http://linkd.in/jFoJtX. To join the Chicago Chapter of the Sales Management Association, visit us on linkedin at http://linkd.in/kLMtfZ.Click here for a copy of Evergreen's point of view.
June 2011 – Interview with Erik Birkerts in iGreenBuild.com
Erik Birkerts is interviewed by iGreenBuild.com and shares his perspectives on the strategy and sales challenges facing clean energy companies. Erik observes that most clean technology companies are underperforming relative to the expectations placed on them and that much of this underperformance can be traced to business strategy breakdowns.
June 2011 - Spotlight on Capital Constraints in Retrofit Financing: Innovative Models Overcome First-Cost Barriers Author: Erik G. Birkerts, published in the Commercial Buildings Consortium’s June Newsletter. The article examines several new and innovative financing models that help companies overcome the first cost hurdles associated with energy efficiency project development.
June, 2011 – Smart Lighting Value Chain Summit, Santa Clara, CA
Moderator: Erik Birkerts. Erik will moderate a panel discussion Rethinking Sales and Channel Strategies: Smart Lighting Driving New Realities on June 21st. The panel will examine how the emergence of advanced lighting and controls technologies are upsetting the once stable and conservative lighting sales channel. The panel will also discuss the sales strategies and distribution models that will need to be adopted in order to be successful in this re-shaped industry. Panel participants include: Zach Gentry, Chief Strategy Officer and Co-Founder of Adura Technologies, Danny Yu, CEO of Daintree Networks, Mike Feinstein, VP of Sales and Marketing of Digital Lumens, Patrick Durand, Worldwide Technical Director, Future Lighting Solutions, and Jeremy Stieglitz, VP Marketing of Redwood Systems.
May, 2011 – Driving Immediate Productivity Improvement
Moderator: Tom Knight. Tom moderated a panel discussion at the Sales Management Association’s conference at DePaul University’s Center for Sales Leadership. The discussion focused on three immediate steps Sales Operations can take to drive immediate productivity improvement, including: 1.) Identifying the Highest Value Customers, 2.) Selecting the Right Sales Channels, and 3.) Using Metrics to Enable Active Performance Management.
January, 2011 – Riding Gazelles
Author: Erik G. Birkerts, published in The Deal magazine, January 2011, available online at Riding gazelles (The Deal Magazine). The article draws upon Mr. Birkerts’ experiences as an executive at two high growth companies and offers observations on creating and managing through periods of rapid expansion.
December, 2010 – Initiative Led Growth: Cross-Selling and New Customer Acquisition
Presenter: Tom Knight and Erik Birkerts lectured on successful cross-selling at The Sales Management Association’s Conference at the Center for Sales Leadership at DePaul University. Tom and Erik examined the benefits, risks and key success factors underlying successful cross-selling strategies, with particularly emphasis placed on the importance of defined roles for participants as well as thoughtfully structured processes that integrate such roles.
November, 2010 – Riding Gazelles: Observations From Periods of Rapid, Entrepreneurial Growth
Presenter: Erik Birkerts, presented at The University of Chicago Booth School of Business . The presentation focuses on the entrepreneurial experience and five insights from high growth companies that may be helpful to other executives looking to create or manage through periods of rapid expansion.
November, 2010 - Evergreen Growth Advisors engaged by Lumetric Inc. to drive sales and distribution.
Erik Birkerts of Evergreen Growth Advisors has been retained as a senior advisor to guide strategic direction and to leverage strategic partnerships to drive sell-through of Lumetric’s SmartPOD. Mr. Birkerts brings valuable perspectives from more than two decades of management experience in high growth companies. As former chief operating officer of Orion Energy Systems, Mr. Birkerts played a key role in Orion’s rapid sales expansion and successful IPO. Click here to read more.
October, 2010 – It’s Time to Grow Again Seminar – Setting a Growth Strategy
Presenters: Tom Knight and Erik Birkerts. On October 20th, Evergreen, Marsh Inc., and McCarthy Bertschy co-hosted a seminar on growth. The seminar addressed three issues from the perspective of growth leaders: Setting a Growth Strategy, Talent Issues Related to Growth, and Risk Mgt. as Growth Capital. To download Evergreen’s presentation on Setting a Growth Strategy, click here. And, stay tuned to What’s New on our homepage for updates on future Growth related seminars, or subscribe to Insights to receive an invitation.
July, 2010 – Hey, Where’s My Gulfstream?!
Author: Erik G. Birkerts, published in Mergers & Acquisitions, July 2010, available online at www.themiddlemarket.com. The article offers five observations on the IPO process, based on personal experience, for those considering taking a run at the public markets. The article highlights, in addition to five observations, the need to enter the process with your eyes wide open, do your homework, and seriously consider the implications of going public on the company and management’s operational orientation and approach.
June, 2010 – Manager’s Analytics Workbench
Presenter: Tom Knight, presented at the Sales Management Association Conference at Center for Sales Leadership at DePaul University. The presentation focuses on five high value analyses that are a must for Sales Leaders, Sales Managers, and Sales Operations Managers. The analyses cover critical issues such as Sales Capacity vs. Sales Potential, Sales Coverage, Sales Force Performance, and Sales Compensation. In addition to this presentation, a series of draft workbooks are available upon request. Please contact info@evergreengrowthadvisors.com to learn more.
June, 2010 – Assessing the Sales Force: Talent Assessment in Reorganizations
Presenter: Tom Knight, presented via webinar on with the Sales Management Association and James Killian, Chief Psychologist and Consulting Practice Leader at HR Chally. The presentation reviews best practices associated with assessing a telecommunications sales force in the midst of a transition from a generalist sales model to a more specialized sales model utilizing account managers and product specialists. In addition to highlighting best practices, the presentation shares insights gained from a real world case and thoroughly outlines a governance process for utilizing assessment data in the reorganization process. This presentation is a must for VPs of Sales Ops, Sales, and/or Human Resources who are embarking on a Sales Force reorganization.
April, 2010 - Evergreen's Strategy Planning Framework.
Evergreen’s Strategy Planning Framework simplifies what many managers perceive as a cumbersome and time consuming process of fleeting value. The framework makes Strategic Planning accessible and enables managers to treat Strategic Planning as an ongoing, dynamic process, enabling companies to create market place disruption, run more efficiently, and sustain organic growth and value creation. This document is a great reference piece for Senior Executives, Sales Leaders, and those in Sales Operations roles, supporting Strategy development.
December, 2008 – Closing the Gaps in Sales Organization Capability.
Author: Tom Knight, published by the Sales Management Association, www.salesmanagement.org. This article highlights findings from our research which shows that sustained growth firms master three critical dimensions of growth capability, Strategy, Productivity, and Performance.
Research and Tools
Does Your Sales Operations Team Have the Right Stuff? Sustaining profitable growth remains the dominant issue for most management teams. Yet, many Sales teams focus too narrowly on tactical initiatives and lack the operational breadth to tackle high value strategic and organizational issues. To assess the capabilities of your Sales Operations Team, take Evergreen’s assessment focusing on 10 capabilities Sales Operations must possess to assist in driving more predictable growth. Click here.
Evergreen Growth Advisors is currently conducting a research study called Driving Growth in partnership with the Sales Management Association. The study will identify the Sales, Operational, and Performance Management related changes Sales leaders plan to make in 2010 to propel their organizations out of the downturn. To participate in the survey, click on www.surveygizmo.com/s3/261835/Evergreen
Recommended Resources
The Clean Energy Trust, www.cleanenergytrust.org
The Clean Energy Trust was created to accelerate the development of Midwest clean energy businesses by connecting entrepreneurs, researchers and early stage companies with the expertise and capital needed to become sustainable. CET leverages the region's world-class research institutions, corporations and financial firms to cultivate a clean energy ecosystem, attracting top researchers and entrepreneurs to invigorate the region's economy.
Avondale Consulting, www.avondaleconsulting.com
Avondale Consulting is a strategic advisory firm that partners with management teams and investors on maximizing the value of their businesses. Avondale has a strong record of driving sustainable value growth across a range of industries through development and execution of advantaged business models. Avondale's client work focuses on aligning the management, board, investors, and organization around a common view of the business's key value drivers, strategic agenda, and investment opportunities.
Chally, www.chally.com
The HR Chally Group is a talent management, leadership development, and sales improvement corporation providing personnel assessment and research services to more than 2,500 customers in 35 countries for over 33 years. Chally is recognized as an international technology leader in scientific assessment and prediction for selection, job alignment and leadership development, and for management assessment.
DePaul University’s Center for Sales Leadership, www.salesleadershipcenter.com
The mission of the DePaul Center for Sales Leadership is to connect the brightest students with the best companies. The strategy of the program is to train students both academically and motivationally - producing entry level candidates who are not only qualified, but highly motivated to pursue sales as a lifelong career.
The Sales Management Association, www.salesmanagment.org
The Sales Management Association provides tools and training for individuals who support, manage, coach, or lead sales organizations.
The Savo Group, www.savogroup.com
SAVO is the industry’s only provider of collaborative Sales Enablement solutions. SAVO’s on-demand Sales Enablement platform maximizes the sales organization’s ability to communicate value and differentiation in clear, consistent and compelling ways. By combining proven sales and marketing best practices with award-winning technology, SAVO addresses all aspects of the Sales Enablement challenge—spanning people, process, insight, and technology.
NextGen DNA, www.nextgendna.com
NextGen DNA is a premier executive search firm for Corporations and Consulting Firms, with specialties in: Compensation (including Executive, Sales and International Compensation), Benefits (including Health and Welfare, Retirement and International Benefits), HR Operations/ HR Information Systems (HRIS), HR Generalist/ Business Partners, and Organization Design and Development Specialists. Additionally, NextGen DNA offers Executive Search Process Assistance, Career Management and Outplacement Services.
Polsky Center For Entrepreneurship, www.chicagobooth.edu/entrepreneurship
The Polsky Center for Entrepreneurship at Chicago Booth advances the knowledge and practice of entrepreneurship and innovation.