By Warren Shiver on Dec 27, 2013

2 Minute Estimated Read Time

Common definitions of “mission” include: “the business with which such a group is charged” and “an important goal or purpose that is accompanied by strong conviction”. I have been reminded about these meanings over the past couple of weeks in a couple of ways.


First, in a meeting with Mike Dickerson of PGi, Mike described several keys to success in their approach in serving their largest customers. Mike has coached his strategic account teams to locate and understand their customers’ mission statements, and then embed this messaging into PGi’s value propositions for that customer. For example, SAP’s mission statement is “to help every customer become a best-run business”. For Mike and PGi, the opportunity is to help SAP achieve this mission by leveraging collaborative technologies to help people and organizations “meet, collaborate and innovate” and a best-run business is certainly one that leverages technology to enable the company and their customers to more effectively meet, collaborate, and innovate. A classic strategic account management technique is to map a customer’s business drivers, objectives, and initiatives and then link and message your capabilities accordingly; connecting to their mission statement takes this approach to a higher level.


Second, our mission at Symmetrics Group is to drive measurable and sustainable revenue growth for our clients by improving the productivity and effectiveness of their sales and marketing organizations. It’s been our privilege to work in this capacity with almost twenty clients in 2013 across a wide variety of efforts ranging from sales strategy and sales force integration to facilitated account planning and sales process/skills development. Thanks to our clients, we were able to grow our team by more than 30% this year and are looking forward to another year of growth (in all senses of the word) in 2014. Thank you to our clients for their support and sponsorship of us this year and we look forward to continuing to serve you and others in 2014.


Finally, it is gratifying to see the skill sets of our profession leveraged to improve the lives of others and strengthen organizations tasked with this mission. I sit on the board of a local non-profit organization in Atlanta, and our local board has achieved a year-end fundraising target largely thanks to the communication skills of the development chair. Similarly, Monique McDonough on our team has put her skills to use starting a phone-a-thon for Early Childhood North to significantly increase the family participation rate. The Bureau of Labor and Statistics estimates that over half of college graduates will begin their career in the field of sales and many will learn life-long skills that can be applied to improve the lives of others.


To those in our profession who make a difference in people’s lives, both professionally and personally, thank you and best wishes for a healthy and prosperous 2014.

Warren Shiver

Written by Warren Shiver

Warren Shiver is the founder and managing partner of Symmetrics Group, a management consultancy focused on end to end improvement in sales force effectiveness. Through Warren’s leadership, Symmetrics Group has helped numerous organizations build high-performing sales teams focused on the right go-to-market strategy, disciplined sales process and well-designed enabling tools. Clients and consultants appreciate Warren’s uncompromising focus on quality and measureable impact and how he embodies the firm’s core values.

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