Step 3
Develop Revenue Growth Knowledge and Skills
The People Capabilities Required to Create, Use, and Improve Revenue Growth Infrastructure With Precision.
Sustainable Revenue Growth Depends on People Having The Right Revenue Growth Knowledge & Skills
Organizations continually change strategies, priorities, processes, procedures, technologies, management systems, organizational structures, and other Revenue Growth Infrastructure. As the organization and its Infrastructure change, the knowledge and skills people need to fulfill their responsibilities change with them.
People can be highly capable and committed. But when required Revenue Growth Knowledge & Skills are missing, incomplete, outdated, or inconsistent, people may interpret requirements differently, perform work differently, or struggle to effectively use and improve the Infrastructure available to them.
The result? Complexity. Fragmentation. Friction. Chaos.
The Four Revenue Growth Antagonists™ can compound over time when executives, managers, and individual contributors don't have the Revenue Growth Knowledge & Skills their responsibilities require—making sustainable revenue growth increasingly difficult.
Before adding another training program, coaching initiative, or development solution, understand what Revenue Growth Knowledge & Skills each responsibility requires, what people already know and can do, where gaps exist, and what should be developed next.
What Does It Mean to Set the Conditions for Sustainable Revenue Growth?
Setting the conditions means creating a shared frame of reference for how sustainable revenue growth works so people throughout the organization understand their responsibilities, how their work relates to the work of others, and how all the pieces fit together.
Getting On The Same Page Helps Everyone Understand:
- How sustainable revenue growth works as an organizational system—not simply a sales or marketing objective.
- How Strategy, Execution, and Evaluation work together to drive and continuously improve revenue growth.
- The Revenue Growth Infrastructure required to formulate, execute, and evaluate revenue growth.
- The Revenue Growth Knowledge & Skills people need to fulfill their responsibilities.
- How organizational levels, departments, functions, roles, and activities fit together and depend upon one another.
- How decisions and activities in one part of the organization affect others and ultimately contribute to—or interfere with—sustainable revenue growth.
Why Doesn't More Learning & Development Produce Sustainable Revenue Results?
The Blizzard of Revenue Growth Learning and Development Solutions™
Organizations invest heavily in training, coaching, leadership development, online learning, certifications, and other programs intended to improve performance.
But every hour executives, managers, and individual contributors spend developing the wrong knowledge and skills is time away from customers, new business, innovation, and other revenue growth priorities.
Even good programs can waste time and money when they aren't a priority, aren't aligned with Revenue Growth Infrastructure, or are implemented at the wrong time or in the wrong sequence.
How Much Time, Money, and Attention Are You Investing in Development That Isn't Building the Capabilities Your Organization Needs?
How The Four Revenue Growth Antagonists™ Impact Knowledge & Skill Development
Well-intentioned investments in training, coaching, leadership development, online learning, and other development programs do not automatically create the knowledge and skills required for sustainable revenue growth.
Over time, Complexity, Fragmentation, Friction, and Chaos can develop when organizations lack a shared frame of reference for determining what people need to know and do, assessing existing capabilities and development programs, sequencing learning according to prerequisites, and synchronizing development across the organization.
The result is a growing collection of learning and development activities that may improve individual knowledge and skills but fail to systematically build the organizational capabilities required to operate Revenue Growth Infrastructure to make sustainable revenue growth possible.
Start at the Strategic Level—Then Work Through the Organization
Setting the conditions for sustainable revenue growth starts with the executive leadership team. Before asking the rest of the organization to get on the same page, leadership first needs a shared frame of reference for how sustainable revenue growth works.
That shared understanding can be progressively extended through the four SOTA levels with an organization:
- 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 the Strategic → Operational → Tactical → Activity levels, the shared frame of reference moves downward while perspectives, experiences, and observations move upward.
At each level, Revenue Growth Navigator™ considers two dimensions of sustainable revenue growth:
- Revenue Growth Infrastructure — Does the organization have the plans, procedures, technologies, management systems, information, and other infrastructure required to support the work at this level?
- Revenue Growth Knowledge & Skills — Do the people at this level have the knowledge and skills required to fulfill their responsibilities and effectively use the infrastructure available to them?
This creates a common way of understanding sustainable revenue growth throughout the organization while helping leadership identify where deeper investigation of Infrastructure, Knowledge & Skills, or both may be needed.
Five Stages For Setting The Conditions For Sustainble Revenue Growth
The five stages include two pre-work assessments completed by each participant, followed by a one-day Set the Conditions Day™ where participants establish a shared frame of reference, review findings, identify priorities, and agree on what happens next.
Stage 1 - Pre Work
Assess Perspectives - Each participant completes the Revenue Growth Perspective Assessment™ to capture how they currently understand sustainable revenue growth, their responsibilities, the responsibilities of others, and how the pieces fit together.
Stage 2 - Pre Work
Assess the Four Revenue Growth Antagonists™ - Each participant completes the Four Revenue Growth Antagonists Assessment™ to identify where they currently experience Complexity, Fragmentation, Friction, and Chaos.
Set The Conditions Day™
Stage 3
Establish a Shared Frame of Reference - Use The Framework For Sustainable Revenue Growth™ to establish a common understanding of how sustainable revenue growth works and how ready the organization is to achieve it.
Stage 4
Compare Perspectives & Review Conditions - Review the group assessment findings through the shared frame of reference. Identify where perspectives align or differ and where Complexity, Fragmentation, Friction, and Chaos are making sustainable revenue growth more difficult.
Stage 5
Prioritize & Agree On Next Steps - Identify the most important areas of concern, gain agreement on priorities, and determine whether deeper investigation of Revenue Growth Infrastructure, Revenue Growth Knowledge & Skills, both, or neither is warranted.
Do It Yourself—or Get Help When You Need It
Revenue Growth Navigator™ is designed so you can begin setting the conditions for sustainable revenue growth without requiring a consulting engagement.
Start by creating a free Revenue Growth Navigator™ account to access the individual assessments and foundational resources needed to understand and begin applying the process, including:
- Revenue Growth Perspective Assessment™
- Four Revenue Growth Antagonists Assessment™
- Step-by-Step Instructions
- Set the Conditions Day™ PowerPoint
- Facilitator & Discussion Guides
- Checklists, Worksheets & Templates
- The Framework For Sustainable Revenue Growth™ Resources
Start With Yourself—for Free
Complete the individual assessments, learn The Framework For Sustainable Revenue Growth™, and use our resources to better understand sustainable revenue growth infrastructure and how your work fits with the work of others.
Set the Conditions With Your Team
When you're ready to move beyond an individual perspective, Revenue Growth Navigator™ offers group assessments, comparative analysis, workshops, and facilitation for executive teams, departments, functions, and organizations.
Use a Revenue Growth Navigator™
Get professional help with the assessments, analyzing group findings, facilitating Set the Conditions Day™, and cascading the process through the Strategic, Operational, Tactical, and Activity levels of your organization.