Roee Hartuv, a former combat helicopter pilot and current expert at Winning by Design, shares insights from his unique journey from the military to revenue architect. His profound understanding of the importance of process design helps identify what works, what doesn't, and what needs to happen to meet business goals. This episode delves into the nuances of sales processes, customer acquisition, and the hidden costs that can drain a company’s resources. Roee discusses how his interest in process design began during his time as a pilot, emphasizing the critical importance of understanding effective and ineffective processes in high-stakes environments. He provides an in-depth analysis of customer churn and its financial implications, revealing why reaching a Proof of Concept (POC) can cost $43,000 even if the customer does not convert. Salespeople are encouraged to rethink their training, recognizing that the buyer's journey is not linear and requires strategic adjustments. Roee critiques vendor-biased sales methodologies like MEDIC and BANT, highlighting the need to focus on desired customer impacts rather than just product features and pain points. Mapping the sales process to a non-linear buyer journey, understanding the Ideal Customer Profile (ICP), and their decision-making process are key topics. The episode also examines the conflicting goals of stakeholders, from VCs to profit-driven businesses, and how growth rate-driven valuations can harm long-term profitability. A deeper understanding of customer acquisition costs beyond surface-level metrics is necessary, along with evaluating data to genuinely understand company performance. Roee explains why some companies will never recover from an unprofitable foundation, even if they pivot to customer-focused strategies. He emphasizes that poor processes lead to amplified negative outcomes with AI implementation. To avoid over-investment, developing a solid growth plan and resisting investor pressure is crucial. Roee offers strategic advice for business success, stressing the difficulty of abandoning ineffective practices and the necessity of operational support for enterprise sales. The dangers of a poorly managed pipeline and the resulting increase in churn are examined, along with strategies to enhance customer success activities to improve reputation and reduce churn. Roee shares the benefits of customer advisory boards and the extended role of marketing teams beyond top-of-funnel activities. Addressing the skills gap among middle managers who thrived during the growth-at-all-costs phase is essential, preparing them for a changed business landscape. Finally, the importance of testing processes before scaling and having a measurable process to identify problems and opportunities for improvement is highlighted. Tune in to gain valuable insights from Roee Hartuv and discover how to perfect your sales processes and strategies to drive sustainable growth. Don't miss this engaging and informative conversation! Contact Information: Roee Hartuv: LinkedIn Marcus Cauchi: LinkedIn Winning by Design Read Jacco van der Kooij‘s book ‘Revenue Architecture” https://amzn.to/3xJ4k0G Subscribe, rate, and review our podcast to stay updated with the latest in sales strategies and business optimization.