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Unlocking the Full Potential of Enterprise Sales with Shannon Reedy, Chief Revenue Officer at Terakeet

This week on the Revenue Insights Podcast, we are joined by Shannon Reedy, Chief Revenue Officer at Terakeet, the preferred owned asset optimization (OAO) partner for Fortune 500 brands seeking meaningful customer connections and online business growth.

In this episode, Lee and Shannon dive into the importance of transitioning from founder-led to sales-led sales, building meaningful connections with customers, how stage gate processes ensure operational consistency, and how to use data to improve the effectiveness of enterprise sales.

Shannon became a part of Terakeet in 2009, right after earning her bachelor’s degree in communications and rhetorical studies from Syracuse University. Today, she leads a team dedicated to driving the growth and success of Terakeet’s clients. Shannon’s expertise in precise program success metrics, coupled with her understanding of high-impact, high-yield strategies, has fostered strong client retention and created win-win partnerships.

Time Stamps:

  • 00:27 – From job fair to C-suite
  • 03:50 – Bridging brands and customers
  • 08:58 – From founder-led to sales-led
  • 13:48 – Targeting the right audience
  • 19:04 – Capturing opportunities at every sales stage
  • 23:30 – Scaling a sales team in the modern market
  • 27:09 – Why a stage-gate sales process matters
  • 31:19 – Economics, customer, and competition
  • 34:30 – Shannon’s book recommendation, Rework by Jason Fried


From Founder-Led to Sales-Led

Terakeet once thrived with a founder-led sales approach, selling to startups. However, as the market changed, so did its focus. The company transitioned from offering in-demand but now commoditized services to delivering sophisticated solutions personalized for Fortune 500 companies. So rather than jumping to immediate proposals, Terakeet prioritizes understanding its client’s needs deeply. By aligning its top executives with theirs, the company fosters valuable executive sponsorships, which streamlines the sales process and ensures Terakeet delivers tailored impactful solutions.

Why a Stage-Gate Sales Process Matters

Terakeet’s stage gate process ensures one phase is completed before moving to the next. A key component is securing an executive sponsor who provides oversight and decision-making authority, making the entire sales journey more predictable. This structured seven-step approach revolves around a matrix integrating both teams and their respective information. The executive sponsor’s role is vital, and the following steps involve methodically gathering data, helping in forecasting, and enhancing the sales-to-service transition.

Mastering the Trifecta: Economics, Customer, and Competition

Shannon highlights the crucial importance of early understanding in three core areas when it comes to employing data. First, economics: it’s essential to fully capture the value of visits, conversions, and the familiar performance benchmarks for stakeholders. Second, customer insights: diving deep into the profile of main customers and identifying untapped markets becomes essential. This process is more than just data; it’s about truly connecting with customer personas and their unique needs. Lastly, the competitive landscape: identifying main competitors, as well as their strengths and weaknesses, offers priceless clarity on the broader market dynamics and ignites the motivation to surge ahead of rivals.

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