Aka: Revenue Strategies - the Foundation for CRO Success 

In a recent confidential interview, a CEO shared his thoughts about the next 12 months:  "We believe we will achieve our revenue and profit goals over the next 12 months with our current resources. We have the right team, the latest software and tools, effective processes, remarkable products & services, strong branding and a unique value proposition." He went on to admit “… but we are not achieving our revenue and profit goals and we are still unsure why.”

The proper revenue strategy aligns marketing, sales, and customer experience teams around a singular goal: drive profitability. Without a strategic roadmap, healthy and sustained growth simply cannot flourish, which is why organizations put so much emphasis on the planning process. In fact, studies reveal that tightly-aligned sales and marketing functions result in an average of 36% higher customer retention rates and 38% higher sales closing rates, than their more loosely aligned counterparts.

Unraveling such a puzzle to understand what is ‘broken’ has us first visiting the revenue strategy. Choosing a revenue strategy impacts all other aspects of planning and whether goals are achieved.

Sustainable long-term growth in any organization requires meticulous planning and execution. However, many organizations fail to plan appropriately at the inception, resulting in haphazard roadmaps, mismanagement of resources, and stymied growth.

But planning is not overlooked because management thinks it is inconsequential – it is most often subverted because it is simply difficult to do correctly.

Even with great leadership, as your business grows you may notice the increasing tension between working “in the business” – your day-to-day operations – and working “on the business” – developing future revenue strategy, creating policies to support business performance and dealing with compliance issues.

Eventually, your company will benefit from ‘outside’ executives and/or ‘independent’ directors whose experience will help you work “on the business”. They can bring valuable experience to guide your organization through different revenue growth stages.

Wouldn't it be great to have a predictable revenue machine?!?

One where all of your sales opportunities go in one end, the machine does the work, and predictable revenue pops out the other end?

You can create your own.

Predictability is an essential component of ongoing of revenue generation and business growth.

Predictable revenue will improve cash flows, stabilize staffing levels, increase the value of a business over the long term, and give the business owner peace mind. Without predictability a company’s growth can be erratic causing problems with cash flow, productivity, staffing levels, debt servicing, budgeting, and more.