This answer depends on the person asking. Is the person asking the question:
- A competitor
- An investor
- The CEO of a company
- The banker loaning money to a company
- The VP of Sales for a company
- A prospective new marketing hire
- A current customer
- A prospective customer
- A company interesting in acquiring a company
- The current owner of the company
All 10 of these examples have at least one thing in common. They all have an interest in controlling the growth of sales and profits.
The assumption is there are situations where things work better for people, companies and investments and that situation is when the investments result in predictably growing sales and profitable revenue “no matter” what is going on around them.
Organizations have goals (short-term and long-term), they have a mission, a vision and values. Most organizations create budgets and operational targets that loosely fit the goals and then hope for a good outcome.
Seldom do organizations use the 5 Revenue Strategy questions to form a deployable Revenue Strategy that will predictably grow sales and revenue. Instead of a “Revenue Science™” based Revenue Strategy organizations hope for a good economy, they hope the people they hire are productive, they hope their marketing program works, and so on. More than that they naively pretend the organizations hope based resources see the same buyer focused road map, play well together and align along the same road map leading to customer delight.
So, who should be certified in “Revenue Science™?” The answer is those who want to have a predictable Revenue Strategy that deploys efficiently in the short-term and can be continuously improved for the long-term. Those who should be certified want to know what is going to happen and know how to make the best out of the future vs hoping for a good outcome. Those who should be certified are those who demand the intentional success of a Revenue Strategy that starts with a customer frame of reference and is driven by a commitment to solve high value customer problems to such a degree the customer can find no better option for how to do business vs settling for a marginal solution at a low price.
So, the “who” is any person or organization that will accept nothing less than intentionally controlling the growth of sales and profitable revenue no matter that is going on around them.