How To Build a Revenue
Producing sales should be just like producing anything else. The difference is that rather than a production line that systematically makes widgets, this production line systematically makes sales.
Marginal Gain Theory and Revenue Yield Improvement
The typical corporate revenue pipeline converts fewer than two of every one hundred opportunities into closed sales. Even outstanding performers only convert between five and seven per hundred. Marginal Gain Theory can drive consistent double-digit revenue growth. In fact, the worse the current performance, the bigger the likely improvement delta.
Four Big Reasons Why
CRM Fails to Deliver
CRM projects fail to deliver on their vaunted value propositions and ROI projections four times out of five. The root causes of those failures are frighteningly simple and easily avoidable. Why don't more organisations learn from their own and others' earlier mistakes?
Big Data & Analytics for Sales
Sales organisations could be making so much more from the power of data and analytics. More leading companies are embracing it, but most still have a long way to go before they see full value.
The Power of Marginal Gain Theory
for Revenue Transformation
Marginal Gain Theory has shown repeatedly how a handful of small - often barely visible, changes at key steps in the revenue cycle, can transform overall performance. The trick is in understanding where to make them.
Time is a great healer, but
not for revenue.
In 2005 the average revenue cycle reported was 122 days. In 2018 that number is now 255 days. Not only do 48% fewer sales opportunities successfully complete the buying process, those that do succeed now take more than twice as long to do so.
We Should be Asking a Different Question
If a 0.5% improvement in revenue conversion can double profitability and valuation - the same effect as reducing costs by 34% or increasing sales prices by 25%, but with nowhere near the associated risks or costs, why aren't more CEO's even thinking about it?
2019 Global Revenue Risk Index
During 2017 and 2018, organizations around the world spent more than ever before on CRM, training, recruitment, digital marketing and social media attempting to improve anaemic sales results. Pipeline conversion and revenue production failed to respond, and nearly every indicator of revenue risk moved further into the red.