Companies fear to look at changes or improvement to their sales forces for a good reason; sales are the engine that drives revenue. No matter how patched up or sputtering that engine may be, the mere thought of overhauling it fills CEOs and senior executives alike with dread. Companies will make ongoing, piecemeal repairs as long as they can in a vain attempt to keep revenue flowing. They will tolerate behaviour in the performance of sales and marketing that would not be accepted in other areas of the business.
For CEOs, there comes a point where changes or improvement must be made to these two areas of the business if growth is to continue. The world is not static, and sales and marketing organisations cannot be allowed to stagnate and to operates using now primitive thinking. The business units are the last frontier for CEOs to address in business improvement.
Fear of the unknown and the use of the wrong lens for viewing the business are the greatest barriers to overcome.
The first stop for any CEO is to become empowered with the of how sales and marketing business function, only then can he or she hope to become competitive and deliver profitable growth in today’s ultra-competitive market. Most of the information that people are exposed to has been by former middle managers of sales and marketing units. Such information is narrow in content and is focused on compensation, training and ingenuous reporting.
The Revenue Improvement Programme, developed by Adele Crane, is the culmination of knowledge and expertise in delivering profitable growth; as owner and CEO of the international consulting firm Sales Focus International. An implementation expert with 30 years’ experience across over 200 companies internationally undergoing sales and marketing transformations. Well documented in her books for CEOs to gain an understanding to start the journey to improvement. Today, working with only select clients driven for results. This is unprecedented experience that puts a new lens on how revenue improvement is achieved.
Adele is empowering CEOs to make the move and demand revenue improvement in a structured and managed process that identifies problems and ensures solutions are implemented that have an immediate effect on the company.
Understanding the Corporate Plan
Understand your business and the customers you will serve. Learn your objectives you want to achieve, the markets you are competing in, the competition you will face, and what success will look like for you.
Through a structured program, each contributing element of an effective sales organization is understood, improved or implemented to create velocity needed in sales to deliver your forecast revenue.
Shifting marketing from ad-hoc support to a structured revenue driver aligned to sales. Evolving the functions within marketing to be aligned to new buyers while building loyalty with existing customers.
Pricing is complex and often focused on the cost to produce. Understanding how buyers make decisions and aligning sales and marketing the opportunity exists for profit increases. These can be gained with the alignment to markets you can exercise leadership, improve buyer’s desire to pay and alignment to buyer decision-making processes.
In today’s ultra-competitive world, gaining an advantage over your competitors is complex and goes beyond having a good product or service. It can incorporate business culture, speed to market, marketing and sales alignment, pricing strategy, to name a few. The Revenue Improvement Methodology delivers you a competitive improvement.
In her most recent book, The Sales Focus CEO: looking at business through a new lens, she provides insights into how CEOs should, and must, view their businesses sales and marketing functions to deliver profitable revenue.
Understand the methodologies and what CEO should expect by reading the book/s
Review services on how you can implement revenue improvement.
Contact Adele Crane directly to discuss your specific requirements.