Sleep, exercise, diet, relax, laugh, smile, and a glass of red wine have a lot to do with health.
Like the commercial says, “Who doesn’t know that?”
But knowing it and applying it are two completely different things. Even though we know about each of these, what we are most likely to do is:
- Sleep – too little and irregularly
- Exercise – way too little and wrong (we will surely be injured as a result)
- Diet – every year from the 1st of January and again before each season (for one week)
- Laugh – when social pressure requires and/or embarrassment surfaces and also, at babies and kittens occasionally
- Smile – if we can’t avoid it and are sure there is no risk of being caught at it
- One Glass of Red Wine – that follows another glass of red wine and another and another…
Revenue is pretty much the same. We know about a Revenue Strategy, a Revenue RoadMap, metrics, customer focus, organizational alignment, and value that compels the customer to buy and delights the customer based on the experience or our engagement, all which merits our anticipated level of profit.
Again, knowing about Revenue Science™ and applying it are two completely different things. Even though we know about Revenue Science™, what we are most likely to do is:
- Revenue Strategy – let our cash flow requirements dictate the budget and give that to the revenue personnel as a goal which we pretend is a strategy.
- Revenue RoadMap – use Google to find every person or company who should or might want what we sell and print a Google map to the door of what surely must be considered a qualified lead – a person who is ready to buy if we just show up and throw up.
- Metrics – since the revenue strategy produced the cash flow requirement and the budget and the resulting goals, we have all the metrics needed to determine which sales people stay and get commission and which go, so no other metrics are required.
- Customer Focus – is on anyone with a budget who will let us show up and throw up followed by a proposal. We will focus on that company until the contract is signed.
- Organizational Alignment – sales, marketing, finance, engineering, product development, and customer service are all aligned to their silo so all the rest of the organization has to do is follow along.
- Adding Great Value – if only the customer understood the GREAT things we do, they would pay us a reasonable amount.
Of course, everything above is (or would be) ridiculous except for the fact it is true most of the time.
I am not a world class health expert, but I am a revenue expert, and I’m continually amazed by owners and leaders that know what they should do regarding the six areas:
- Revenue Strategy – is the result of answering the 5 Revenue Science™ Key Questions, which produces an aligned, measurable, and deployable revenue strategy.
- Revenue RoadMap – has 6 gates that apply to every go-to-market situation. Each of the gates has a predictable relationship with each other, and keeping the gates aligned and in balance results in controlled revenue growth.
- Metrics – are an outcome of the revenue strategy applied to each Revenue RoadMap gate. They are simple to apply, review, and improve.
- Customer Focus – The Revenue Strategy reflects the customer in the market, the Revenue RoadMap. The customer focus metrics measure the degree to which the customer is receiving compelling value.
- Organizational Alignment – is achieved as a result of participating in the creation of the Revenue Strategy, the Revenue RoadMap, and is based on the aligned deployment of the revenue strategy elements.
- Adding Great Value – is measured by the relationship between the customer’s willingness to pay for the value in the short-term and partner for more value in the long-term.
Committing to Revenue Science™ is very much like committing to health. It goes beyond sampling and knowing, and is the result of the discipline to deploy.
Successfully growing profitable revenue is what determines the health and long-term survival of a business. The owners and leaders who commit to long-term Revenue Science™ will survive and thrive for the long-term.
Those who ignore the science may do well in spite of themselves for a while, but it will be temporary.
Controlling the health of a person or business is always about knowing, aligning, and deploying the science to your advantage. So, for everyone you care about and for everyone who cares about you, you must exercise the disciplines for health.