Fixing the revenue process bit by bit

30th January 2016 |   Leslie R Hines, Guy Lloyd and Craig McKell

Pipeline Stage Conversion

Figure 1: A x B x C = end-to-end closure rate of 2.1%

Why does the typical revenue-generation process yield only 2% and how can marginal improvements transform your sales performance?

The revenue generation process is typically seen as a series of loosely connected but separate activities by most organisations. When the yields from each step are combined, the resultant efficiency is just 2.1% – see survey results below and page 5 of the 2014 Revenue Performance Index (“the index”); moreover, this figure has been in steady decline for several years.

Business leaders continue to search for solutions to the challenge of achieving sustained and predictable revenue growth. Some solutions can deliver short-term improvements, but unless the underlying causes of poor revenue productivity are identified and improvement actions taken, measured and confirmed, that is what they remain: short term.

Partner and European CEO at Performance Management Group

Leslie R Hines is a partner and European CEO of Revenue Performance Management Group.Les has a successful global career in general management, commercial operations, sales and marketing management, working with companies from start-ups to global multinationals. His focus is on working with company leadership teams to improve sales/marketing productivity and pipeline yield for lasting and predictable growth. He is a Chartered Engineer and a Member of the Institute of Directors.

Guy Lloyd has 20 years of sales leadership experience driving significant change initiatives, both delivering rapid sales growth and leading sales-team transformations. His roles have taken him around the world, leading and coaching a variety of sales organisations and go-to-market structures. He graduated in Software Engineering and is a member of the Institute of Directors and a Fellow of the Association of Professional Sales.

Chief Executive at Revenue Performance Management Group International

Craig McKell is chief executive of Revenue Performance Management Group International. A qualified accountant, he combines experience at PwC and Ernst & Young with successful management roles across a number of industries.
A strong believer in using analytics software and consulting to deliver sustained revenue growth to clients, he is a Member of the Institute of Chartered Accountants in Australia.