Focus on what counts

Creating a Framework for Growing Revenue

March 29, 2018
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Generating top-line growth is a priority for most businesses, but the functions that actually drive this result are often some of the last to receive investment and infrastructure. Traditional sales models are not adequate anymore, particularly as businesses and markets increase their maturity and complexity. Instead, companies need to look at the entire cycle of revenue creation and create a culture and structure that increases collaboration across the following.

Four basic areas:

  • Marketing
  • Sales
  • Fulfillment and Customer Service
  • Product Development

There are a few key trends that cut across these areas that are making it necessary for companies to:

  • Make more data-driven decisions
  • Actively engage with their customer on an ongoing basis
  • Integrate process automation and artificial intelligence
  • Engage in collaborative growth across functions

Fundamentally, companies need to look to define where and how they want to compete, get the leaders of each of these areas on board, and create the infrastructure – the processes, measurement tools, organizational structure, and technology – in place to execute. They, then need to paint a picture of how they will get there, focusing on leveraging technology wherever possible, and while acknowledging the reality that some of these initiatives will fail, and build that tolerance into management’s expectations.

To learn more about our framework for evaluating revenue creation, take a look at our Slideshare presentation or video from our recent webinar on this topic:

If you are ready to build a mature revenue-generating machine, contact us today – sronan@citrincooperman.com