Fixing the revenue process bit by bit
30th January 2016 | Leslie R Hines, Guy Lloyd and Craig McKell
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.