Paul Butterfield: How Human-centered Businesses Flourish

Conscious Communication

About Paul Butterfield:

Paul R. Butterfield is the founder of the Revenue Flywheel Group and the Customer Journey Enablement™ methodology. He designed, built, and led high-impact revenue enablement strategies and teams for Vonage, G.E., NICEinContact, and Instructure. He advised Go-to-Market leaders from Expedia, ABB, Aspen Media, Orbitz, TalkDesk, and Red Wing shoes in change management and methodology adoption.

Prior to his career as a revenue enablement leader, he led channel and direct sales organizations for world-class companies including Intuit, Microsoft, and Hewlett-Packard.

Paul was the Executive Board President of the Revenue Enablement Society from 2022-2024. He produces and hosts the podcast "Stories From The Trenches" and is a regular keynote speaker on revenue enablement strategies and sales methodologies.

Topics for today’s show:

• The concept of customer-centricity in businesses focuses on understanding customer decision-making rather than just the product features.

• The integral role of executive support in implementing organizational changes and the potential impact of executive resistance on enablement projects.

• Strategic approaches to enablement for customer-facing teams, including the use of 'strategy mapping' and 'balanced scorecard' tools, and the dangers of enablement without a clear strategy.

• Revenue organizational assessments and their comprehensive process, including live interviews, technology review, SWOT analysis, and remedial recommendations, are likened to a medical diagnosis before treatment.

• The anticipation of a new book that addresses the essentials of customer journey enablement for revenue executives, contrasting with traditional sales enablement principles.

Key Takeaways:

• Open and clear communication is not just about exchanging information but is also the key to building and maintaining a healthy organizational culture that mirrors in customer satisfaction.

• A company's success hinges on being genuinely customer-centric, which means understanding how customers make decisions and aligning sales and customer success functions to cater to those needs.

• Executive support is crucial for the effective enablement and seamless implementation of changes within organizations; resistance at this level can severely undermine enablement initiatives.

• Having concrete strategies and measurable metrics is crucial for the successful enablement of customer-facing teams to ensure they contribute to revenue growth effectively.

• Frontline employees are often untapped resources that hold the key to understanding customer experiences more accurately, making their engagement essential for honing customer journey strategies.

“If we don't have executive buy-in, it's like trying to push a rope uphill; you're not going to get to where you need to be.“ - Paul Butterfield

Connect with Paul Butterfield:

Website: https://www.linkedin.com/in/paulrbutterfield/

LinkedIn: https://www.linkedin.com/in/paulrbutterfield/

Find more from Conscious Communication and host Phillip Bogolub:

http://consciouscommunicationpodcast.com/

linkedin.com/in/bogolubrecords