You have to know when to practice, who to practice on and what is the best outcome for the client (patient)
Often individuals and organizations are structured around activity. More sales calls, proposals, meetings, cold calls,
networking, and emails. All of this is based on the belief that everyone in a certain industry, profile, geography, or niche needs to buy something from us.
Over a glass of wine with peers we will share that activity-based strategy, metrics and operations is not the best way to grow revenue but in the morning we go back to the office and start again.
Surgery and sales have a number of things in common. More is not necessarily better. Not everyone needs surgery. Before surgery there needs to be a diagnosis everyone can support and when surgery goes forward it is the best procedure possible with an almost guaranteed outcome.
On the business side both surgery and sales have high fixed costs and require the best team possible, which attracts those in need of the service (meaning less cost of marketing, more wins, more margin).
The research tells us this is true so why can’t we stop pushing useless activity and think like a surgeon creating outcomes as perfect as possible in the right situations?
We can’t stop because we don’t practice “Revenue Science™.” Business leadership stills treats “Revenue Generation” as an art form and the more artists who do sales and marketing the more likely a few will get it right and we will survive.
Stop doing that activity thing. “Revenue Generation” is a science just like medicine so manage it that way.