Top-line growth is where it is at for all companies. The fact is that it’s rare, precisely because it’s difficult. Astute managers armed with spreadsheets can financially engineer any enterprise using industry agnostic techniques. They can boost or reduce ratios and improve profits. Some results may endure, but many are often fleeting.

True, predictable, profitable revenue growth, however, requires business engineering. It is a long term process which is iterative and adaptable. It challenges cherished assumptions about ideal customers, profitable products, marketing & sales staffing and resources, and target markets. And it must be increasingly integrated with corporate strategy, as trends such as additive manufacturing (3D printing) and “the internet of things” shapes the landscape upon which revenue will be grown in the near future.

At its core, though, the process of predictable revenue growth is built on a model that aligns sales & marketing with buying behaviors.

Helping buyers buy

This discussion is founded on extensive research and statistics – two of which are foundational.

“Yes, but…” is the reflexive rejoinder many business executives offer at this point in the conversation. “My product is different”; “nobody shops for this online”; “this isn’t like buying a pair of sneakers”; and “that’s not the way this industry works” are all common rationale offered by ‘traditional’ businesses.

Structure & Methodology

What’s required is a synthesized, strategic approach that too often is inadequately defined as one of the tactical elements. The objective is to replicate the traditional sales rep interaction with prospects that are determined to avoid it.