Step 1
Understand Revenue Growth Fundamentals
Get everyone on the same page about how sustainable revenue growth works, how their work fits together, and the role they play in achieving it.
Everyone Can Be Working Hard—and Be Working From a Different Understanding of Revenue Growth
Revenue growth crosses organizational levels, departments, functions, roles, processes, technologies, and improvement initiatives.
Executives, managers, and individual contributors naturally see revenue growth from different perspectives. They can use different assumptions, terminology, priorities, methods, and measures.
Each person can be making perfectly reasonable decisions from their individual point of view—while the organization as a whole becomes increasingly disconnected.
The result? Complexity. Fragmentation. Friction. Chaos.
The Revenue Growth Antagonists™ compound over time, making sustainable revenue growth increasingly difficult—even when everyone is trying to do the right thing.
Before trying another well-intentioned revenue growth solution or improvement initiative, get everyone on the same page about how sustainable revenue growth works—and what, if anything, actually needs attention.
Three Stages For Getting and Keeping Everyone On The Same Page
Revenue Growth Fundamentals aren't a one-time exercise. As people join the organization, responsibilities change, and the organization evolves, the shared frame of reference needs to be established, shared with new people, and periodically refreshed.
Stage 1 - Establish
Revenue Growth Fundamentals Day™
Establish a shared frame of reference with your executives, managers, and individual contributors.
Learn The Framework for Sustainable Revenue Growth™, compare perspectives and assessment findings, and agree on what—if anything—needs attention next.
Stage 2 - Onboard
Revenue Growth Fundamentals Training™
Get new executives, managers, and individual contributors on the same page as they join the organization or assume new responsibilities.
Learn the Revenue Growth Fundamentals and understand how individual responsibilities and work fit into the organization's larger revenue growth system.
Stage 3 - Refresh
Revenue Growth Fundamentals Refresh™
Revisit the shared frame of reference as the organization and its people change.
Review changes, identify where perspectives may have drifted or the Four Revenue Growth Antagonists™ may be emerging, and agree on what—if anything—needs attention next.
Two Assessments Provide a Common Starting Point
Use Them Before Fundamentals Day™, Training Sessions, and Refresh Sessions
- Revenue Growth Perspective Assessment™ — Understand how participants currently see sustainable revenue growth, their responsibilities, the responsibilities of others, and how the pieces fit together.
- The Four Revenue Growth Antagonists Assessment™ — Identify where participants are experiencing Complexity, Fragmentation, Friction, and Chaos.
One Shared Frame Of Reference—Throughout The Organization
Start With Leadership. Then Cascade The Fundamentals Through The Organization.
Getting everyone on the same page starts with the executive leadership team. Once leadership shares the same understanding of how sustainable revenue growth works, that shared frame of reference can be extended throughout the organization.
Use the SOTA graphic beside four very short labels:
- Strategic Level — C-Level executives and owners
- Operational Level — Departments and business units
- Tactical Level — Managers, supervisors, teams, and projects
- Activity Level — Individual contributors
As the process moves from Strategic → Operational → Tactical → Activity, the shared frame of reference moves throughout the organization while perspectives, experiences, and observations move back upward.
The goal is one shared understanding of sustainable revenue growth—from the people setting Revenue Growth Strategy to the people performing the individual activities required to execute it.
What Are The Revenue Growth Fundamentals?
Revenue Growth Fundamentals provide the foundational understanding people need to see how sustainable revenue growth as an organizational system—not simply a strategy, product, sales or marketing objective.
The Fundamentals Start With Three Management Responsibilities:
- Formulate Strategy — Establish the Strategic Intent, Plans, Forecasts, and Organizational Structure required to guide revenue growth.
- Execute Strategy — Put the Procedures, Technologies, People Management, and Knowledge Transfer required to execute Revenue Growth Strategy in place.
- Evaluate Strategy — Measure, Analyze, Report, and continuously Improve revenue growth performance.
The Framework for Sustainable Revenue Growth™ organizes these three management responsibilities and 12 elements into one shared frame of reference—helping everyone understand how sustainable revenue growth works and where their responsibilities fit.
Do It Yourself—or Get Help When You Need It
You don't need a consulting engagement to start Understanding Revenue Growth Fundamentals and getting everyone on the same page.
Revenue Growth Navigator™ gives you the assessments, Framework, training, and step-by-step resources to begin on your own. When you need help, you can bring in a Revenue Growth Navigator™ to facilitate the process with your leadership team and organization.
Start With Yourself—for Free
Understand your own perspective on sustainable revenue growth, learn the Revenue Growth Fundamentals, and see how your perspective compares with others in your organization.
Get Your Team On The Same Page
Use Revenue Growth Navigator™ assessments, Framework, training, and resources to establish, onboard, and refresh a shared understanding of sustainable revenue growth.
Use a Revenue Growth Navigator™
Bring in a Navigator to administer assessments, facilitate Revenue Growth Fundamentals Day™, and help cascade a shared frame of reference throughout your organization.