Why Sales Revenue System 2.0?
What we have found with CRO clients over the years is typically this – they have some semblance of a Revenue System in operation today but their approach is not based on a system concept. Their development approach to get to this point was basically fix what is broken today and move on.
As a result, the end product resembles the typical small, wood-frame boat house in Northern Minnesota that families have tried to convert into a year-round home over 2-3 generations of ownership. The roof has 5 different additions (with different slopes), some rooms have no heat, none of the doors, windows or siding match, the foundation is crumbling under the original building, etc. Yet, families survive staying there and keep investing more money.
We define that as a 1.0 Revenue System.
Our approach is based on the 4 core processes that comprise a fully-integrated revenue system. We typically find clients are missing 1 or more of these 4 processes in their current ‘1.0’ revenue system. Just identifying the missing processes and understanding how the 4 are connected helps CRO’s understand their current performance dilemma as well as their recovery options.
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Carl Moe is the founder of CRO Success, an organization dedicated to developing and delivering the tools, processes and systems CRO’s need to succeed. Moe specializes in helping restructure revenue systems for sustainable growth and optimized performance.
