Chapter Two: Beginning Before You Start

Chapter 2: Beginning before the start.

Before I started my new role as the Chief Revenue Officer in the dynamic field of electric vehicle (EV) charging infrastructure, I faced the daunting task of solving the "wicked problem" of facilitating widespread EV adoption. A wicked problem, for those new to the term, is an issue so complex and intertwined with uncertainties and various challenges that finding a solution seems elusive.? So, as I sat down with a mug of tea and a Hobnob (a quintessentially British biscuit), I contemplated the significant question mark I’d scribbled on the page in front of me and began to sketch out a plan.

This chapter explores the planning stage necessary to navigate the complexities of establishing an organisation poised to tackle such a wicked problem, offering insights you might not be aware of.? Please remember at heart, I’m just a simple salesperson; sharing is optional, but insight is invaluable.

Understanding the Customer's Perspective

The most significant barrier for potential EV owners, especially those without driveways, is charging accessibility. "Where do I charge?" becomes a critical question that needs to be answered before making the switch.? While rapid chargers offer a solution, they are neither economical nor convenient for everyone. The ideal scenario involves a charger on every residential street, yet commercial viability issues stand in the way. Here's where government grants through local authorities come into play, as a catalyst for market growth. This turned them into our primary customers, also grappling with this wicked problem.

Consultants, not sellers and Account-Based Marketing (ABM)

Recognising the complexity of our challenge led me to select a consultancy approach to engaging with our customer. By fostering long-term partnerships and prioritising mutual understanding over immediate solution offering we would be able to take the time necessary to understand their specific problem, before designing their specific solution. I have had many personal relationships where the plan for communication and growth wasn’t in place from the start, and in every case, they are now distant and costly memories.

To complement this consultancy approach, we would need a marketing strategy that aligned closely with the insights gathered. Enter Account-Based Marketing (ABM). ABM isn't about "Absolutely Bewildering Meetings"; although there would be many of those.? It's focused on treating key accounts with the individual attention they deserve, thereby enhancing the success rates of these partnerships. The crux of ABM lies in aligning account and marketing strategies from the ground up, ensuring a bespoke approach to each key account.

Customer Solutions and the Symphony of Teams

Addressing wicked problems would require more than technical prowess; it would demand a coalition of technical talent and consultancy acumen. Such collaboration would ensure that solutions are tailored to the specific outcomes needed for each customer's success. This strategy would continuously be informed by marketing insights, ensuring our offerings evolve in line with customer needs and market dynamics.

Success in securing new customers would hinge on solving these wicked problems with high-value solutions. Whether supporting a business case or helping build one, the essence of success lies in capturing valuable conversations across teams and synthesizing this knowledge to inform our solutions.

From Account Management to Customer Success

Securing a customer relationship is just the start. Much like the evolution of healthy personal relationships, the journey through implementation, stability, and growth is pivotal. These stages are deeply valued by both parties when underscored by effective communication, the willingness to engage in challenging conversations, and a steadfast commitment to continuous improvement and mutual growth. It's this philosophy that inspired me to pivot from traditional account management to a customer success model.

My customer success consultants wouldn’t merely manage; they’d partner with our clients. Their objective would exceed standard satisfaction metrics; they would aim to cultivate enduring, high-value relationships. By focusing on the holistic success of our customers, we would not only meet their immediate needs but also anticipate future challenges and opportunities. This proactive approach should ensure that our customers thrive, securing their loyalty and fostering a mutually beneficial relationship long into the future.

The Role of Revenue Operations

At the core of our strategic ecosystem, revenue operations serve as the indispensable glue, seamlessly integrating various functions within our organization. This team of experts in information systems and processes is dedicated to facilitating the smooth flow of information across all departments. Their role is pivotal, ensuring that communication, data exchange, and strategic alignment occur without hindrance, thereby enabling informed decision-making and agile responses to market dynamics.

Revenue operations would form the backbone of our operational strategy, underpinning every aspect of our business from the technology platforms we deploy to the precision of our forecasting and the accuracy of our reporting mechanisms. By harmonizing our technology stacks with our business goals, they would not only optimize our operational efficiency but also enhance our capability to predict future trends and adapt our strategies accordingly.

In essence, revenue operations empower our organization to function as a cohesive, informed, and agile entity, poised to meet the challenges of the dynamic EV charging infrastructure market head-on.

Looking Ahead

So, I’ve drawn a picture of what could be the perfect setup, right? But let’s be honest, how often do you walk into a situation where everything's just as it should be? More often than not, you're stepping into a world where old habits and silos rule the roost. What then? Well, that’s exactly what we’re diving into in Chapter 3: "Strong Opinions, Weakly Held."

And hey, before we wrap this up, I’d love to hear what you think. Navigating these waters is always a bit smoother with some good company and shared wisdom. Your two cents? They’re worth gold to me. Let’s chat, share insights, and maybe, just maybe, we can plot a course together that’s better than any of us could’ve imagined on our own.