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 24 with 1 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 Revenue RoadMap lays out the path all revenue takes and establishes the metrics to review how well a company is traveling the path.
Each of the 3 critical functions Gold, Blue and Red have very specific metrics. The quality of the metrics is determined by the function before and after. No function can reach maximum performance without aligned outcomes from the aligned functions.
Gold has a strong resemblance to traditional marketing, Blue to sales and Red to operations. Every organization is different, but the functions are always required regardless of who delivers them within the specific organization
The metrics for Gold are the right number, of the right type of suspects, at the right time.
Blue determines the quality of Gold’s output by the number of quality suspects that meet the qualification criteria to become a Qualified Prospects worthy of deep investment. When investment is justified, Blue is responsible for time to a Yes or No, % of Yes, Margin, Gross $ and quality of the contract.
Red is the quality control over the contracts and is accountable for delivering the contracts on time, on budget, with estimated margins, new referrals and strategic farming.
The CRO is responsible for the strategic and real-time balanced deployment of resources to Gold, Blue and Red in alignment with the Revenue Strategy to achieve the greatest leverage possible.