An interview with Chad Pulaski, CRO at Berkheimer Business Services
We sit down with Chad Pulasi, CRO at Berkheimer Business Services. Berkheimer Business Services is an independent, privately held entity offering an innovative spirit backed by vast experience.
How did you end up at BerkOne and what problem does Berkheimer Business Services solve for its clients?
The Berkheimer family of companies was looking to expand sales functionality and update Go to Market strategy. I was recruited to develop and implement that vision. Our companies offer a variety of solutions focused on digital transformation, tax collection programs, and debt collection services. Within each corporate area, we offer specialized programs backed by talent and innovative technologies.
As the Chief Revenue Officer, what are your main responsibilities at Berkheimer Business Services?
I have oversight of three primary areas. The first is understanding, developing, and implementing our revenue strategy. This includes forecasting, interpretation of different revenue streams, and monitoring the key performance indicators to analyze the health of the business. The second is ensuring our sales and marketing programs align with the companies and overall strategy. Each layer of sales is focused on specific attributes that could include growth, client retention, research, and lead generation. The third area is focused on sales effectiveness and sales operations. This includes setting our targets, driving results, building out our processes and structure.
To get a bit more technical, what are some of the acquisition channels that have worked well for Berkheimer Business Services and why do you think that is?
Our growth has been consistent with referrals from other programs and our channel partners. Our outstanding operational performance to deliver services drives our referral program and client retention. We take pride in putting our clients first and ensuring their journey with Berkheimer is positive, reflecting not only what they originally partnered with us but also innovative efforts that further enhance their programs. The second driver, our channel program, has been specifically developed to utilize our flagship services. By having a rock-solid foundation with each partner and aligning our process and programs with theirs; it allows us to achieve mutually agreed upon results. Having the sales and marketing teams aligned on each company also increases our visibility in the segments, trade shows, and general searchability of our services.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of Berkheimer Business Services, what would it be?
Right now, we are re-aligning our strategy to fit our overall vision. It will focus on development of key personas within certain profiles, drilling down on specific revenue- driven solutions, and leveraging our existing client base to provide feedback. We have a tremendous client retention rate driven by client satisfaction and project success. However we can do more to leverage that and drive additional market penetration.
What is a Marketing technique that you've used at Berkheimer Business Services or at previous companies which you believe is underutilized at most C-level teams - and why?
I like the concept of repurposing programs that may not have driven the specific results you were looking for initially is a great strategy to employ--new program, different time. Markets continually evolve and change, and what did not have a ton of success focused on one market segment might resonate in a completely different one at a different time. If you spend the time to develop something that had a significant buy-in with process development, content creation, and chartable results, try out a different focus with it!
Has your C-level team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
We've definitely had success with cold emails, especially during and post-Covid, when people seemed easier to reach at any time because of remote work. Our client testimonials and referrals do a lot of heavy lifting for us in cold calling!