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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Defining Your Revenue Cycle Model

The first step is to actually define each of the steps or stages of your revenue creation process in rigorous detail. This establishes a common language for consistent measurement and communication across departments (sales, marketing, finance, etc.) and reduces the confusion that occurs when different groups use the same terms differently. Those definitions also form the foundation for a more structured approach to generating new customers. That’s because each department now understands its own role and responsibilities in working with potential customers at each stage.

While clarity is of course desirable for its own sake, the ultimate goal here is to bring a company’s revenue process to the same level of precision we see in other departments of the corporation. Finance, for example, is effective in most organizations because it follows generally accepted accounting principles that everyone understands and agrees upon. Repeatable, systematic processes are required for business functions to be regarded as professional disciplines. Marketing and sales are no different; they too require a rigorous, quantifiable, and universally understood methodology for finding buyer interest and turning that interest into revenue and cash flow. Additionally, this kind of standardized measurement also allows for internal corporate operating units—and even different companies—to more accurately compare results. The result is to promote a rethinking of the revenue ...

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