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 2 with 23 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.
The 20th Century was about fulfillment, and excellent fulfillment was about producing to the level of the demand. At the peak of fulfillment periods (cars, houses, appliances, TVs, fashion, electronics, etc.),”the” strategic issue was the “capacity” to fulfill. At the end of World War II, North America was the only place on earth that could fulfill a rapidly growing world population hungry for peacetime goods, and fulfill we did.
During this time, there were conversations about marketing and sales, but the leaders in those peak fulfillment periods created “fulfillment” definitions that seemed true since they would sell every car, TV, train or plane that they could build. Sales and Marketing were there “just” to facilitate the orders to be fulfilled. No matter how well or poorly sales and marketing did their job, everything built got sold.
Those observations in a fulfillment bubble about sales and marketing, the market and the customer are not only wrong but harmful in any other set of market conditions. Today we still try to act like the 20th Century bubble and can’t imagine why “Revenue Generation” has become so hard and expensive.
The world still believes those 20th Century observations are real “best practices” when they are really myths based on partially true evidence. The truth is “The 20th Century” Fulfillment Model (that was never healthy) died. We should stop doing 20th Century DUMB stuff which left business with a “Cost of Chaos” to produce revenue between 20 and 40 percent of the topline. So right now stop doing 20th Century DUMB stuff and put all that new money in your pockets!