Sales versus Revenue
How well do ALL of your employees support revenue growth?
When discussing sales with start-up CEOs, they believe that by simply cold calling contacts in their primary market segment they will find the customers necessary to generate the next round of funding.
In both cases, an assessment of how the entire company is supporting the revenue generation process is essential. How well is Marketing providing interested parties willing to consider your solution? What level of testing has Product done to ensure your offering satisfies the pain points of your prospects? Are revenue expectations developed by Finance reasonable? How well is Support communicating with Sales to uncover up-sell opportunities within the customer base?
Sales is not an island. They cannot do it alone.
CEOs and Executive Teams should be constantly asking themselves how well they are doing at supporting the revenue process. Unfortunately, my experience has shown that a company’s ability to internally analyze themselves is a challenge. Existing process and pressure can get in the way of objectivity.
When was the last time you did an in-depth analysis of your company’s revenue generation process?