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 8 with 17 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.
Rule – Don’t cold call, don’t pitch and don’t try to talk customers into something for YOUR reasons.
B2B companies who currently use cold calling, email marketing or traditional advertising as the sources of leads are spending too much money, to get the fewest quality suspects, that will be hard and expensive to close to end up with a low-value vendor relationship (not a partner) based on low price and achieving a low-margin customer that will move to the next vendor with a lower price ASAP.
SMBs (Small Medium Business) seldom survive and almost never thrive as a low-price vendor. Vendors win over the long-term based on a consistent low price produced with a reasonable margin. This type of price over the long-term requires scale which is not normally a part of being an SMB.
SMBs who survive and thrive over the long-term are partners who are proactive and add value the customer can’t get without this SMB partner. That value is packaged in Thought Leadership, which needs to be shared with those believed to be ideal customers. Thought leadership is communicated in as many ways as possible (blogs, LinkedIn, posts on association sites, white papers, speaking and leading communities of interest) to various stakeholders inside customer and suspect organizations.
When thought leadership is done at a reasonable level (quality, content and volume) and the ideal clients see that you understand their world, appear to know how to solve the problem they have, and are seen as an ethical company with integrity, the ideal clients become compelled to Opt-in to learn more and explore working together.
To manage this process, apply the Revenue RoadMap with specific outcomes for each area of the RoadMap. These outcomes are actual behaviors on the part of your suspects, prospects and customers.