In the 21st Century, “Revenue Science™” is a must have just like Quality, Lean and Six Sigma were 20th Century must haves for intentionally-successful leaders.
“Revenue Science™” brings new roles, new rules and new tools that must be applied by every organization that plans to survive and thrive in this constantly changing world.
Businesses are like the people in our lives. They are always changing but still guided by the laws of science and the human spirit.
Twice a month for the next year stand-alone pages from a new eBook will be revealed to guide those who want to win The Revenue Game in today’s complex and transitioning world.
Each page from the eBook is a step along the Revenue RoadMap that shows traditional leaders (CEOs, COOs, CFOs, Sales and Marketing) and now the CRO (Chief Revenue Officer) how to predictably grow profitable revenue regardless of market changes.
This is page 22 with 3 more to come. Join us in a new world of “Revenue Generation” by becoming a member of the “Revenue Science™” community. Share with us your feedback, experience, challenges, and observations or just come along to observe and learn.
New Tool – The CRO’s Operational Formula gives every organization financial review of operational investments to do intentional continuous improvement for today and the long-term.
Part of Revenue Science™ is common language and definitions that align to the Revenue Strategy. With something specific to align to and common language real-time, decisions can be focused on the leverage expected from investments. Every dollar a company spends impacts the ability to produce more profitable revenue (for better or worse)
Every company must produce profitable revenue to survive, and Net Profit is the result of how well a company Executes based on the Brand. So if a company improves Execution and Brand, the Net Profit improves.
A Brand improves when the Revenue Strategy and the organization’s Alignment (how the organization deploys) improve. With no Revenue Strategy (or a bad one), there can be no Alignment. If there is a good Revenue Strategy but the organization doesn’t know about it or ignores it, the Strategy has no value.
Execution is the combination of resources invested into Revenue Generation and the amount of leverage (for a dollar invested, there is a corresponding impact on profits and growth) as a result of the investment. When an investment is being considered, the leverage must be estimated and supported by a process to produce the outcome, compared to other investments, and tracked during deployment for continuous improvement modifications.
Early use of the formula will be rough, but in less than 2 years, it will be accurate and part of the culture.