Belief #1:
Revenue is all about math
Belief #2:
Fractured solutions rarely
deliver predictable results
Belief #3:
Big difference between ROI
and customer value
BELIEF #1: REVENUE IS ALL ABOUT MATH
Profitable Revenue growth is …
• Mathematical
• Predictable
• Scientific
Predictable, profitable growth comes from a deep understanding of the actual performance of your revenue production curve (all activities from targeting through customer penetration). We drive to a mathematical understanding of the actual performance over the last 6 quarters of all portions of your revenue production curve. Our approach uses the ventures actual math to plan market attacks and identify areas that we complement to achieve results fast.
BELIEF #2: FRACTURED SOLUTIONS RARELY DELIVER PREDICTABLE RESULTS
We dont believe that isolated process improvements (e.g., customer centric selling), isolated marketing programs without world class selling, or hiring more producers have ever led to predictable growth. Each of these can produce some results in the short term, but they fail to do so predictably over the long term. Too often, profits are sacrificed with these buckshot approaches to finding incremental revenue growth.
BELIEF #3: BIG DIFFERENCE BETWEEN ROI AND CUSTOMER VALUE
Despite the progress of the last 20 years, companies remain stuck marketing and selling features, asserting a generic ROI value proposition, and using an “architected sales process” to attempt to win. These techniques don’t work, don’t scale, and don’t produce predictable results.
Instead, we believe that we should know and communicate the specific, measurable customer benefits that solutions deliver, relative to competition; and, for each customer, calculate and deliver that value proposition. Promises have to be delivered, so we favor follow through approaches that help our customers achieve the “promised’ value.
When channels are in play, we need to also understand and deliver value to the channel, not just the customer.