What‘s Wrong With Revenue?

S2 Ep7 – Why Technology Is a MUST HAVE For Any Revenue Generation System

To create month-over-month revenue growth, you’ll need to juggle a chain saw, bowling ball, and a feature; all while eating a tuna sandwich. There is just so much to do and too few hands to do it. Personalize campaigns, ongoing optimization based on data, automated email follow-ups, lead scoring, and more. The list of support required today is endless and there is no way to build a revenue generation system without technology, tools, and a database to support you and your entire revenue team.  

 In this show, we’ll cover

• What technology looks like when it comes to marketing and why point solutions no longer fit the bill.
• Why your CRM and your sales technology are the most important technology in your entire company.
• Why your website shouldn’t be on WordPress anymore
• How to use customer service technology to identify new revenue opportunities and systematize that effort
• Why you need data to make every single revenue-related decision and how to get that data

S2 Ep6 – What Campaigns Are Required For A Revenue Generation System

Just rolling out tactics are not going to get you to your revenue goals.  Instead, you need a set of highly orchestrated, personalized, and cross-channel campaigns that support the marketing, sales, and customer part of your business. Marketing campaigns that bring new people into your orbit. Sales campaigns that move people through your sales process and customer campaigns that encourage current customers to buy more, more often, new stuff from your company. These campaigns need to be one-to-one, orchestrated across channels, and highly personalized if you want to create the revenue generation system we’ve been talking about all year.

 In this show, we’ll cover

• How to create a cross-channel orchestrated campaign
• What personalization means to campaign design
• How to select the right channels
• How to use your Big Story and campaign messaging to tie everything together
• How to measure campaign success and how to optimize your campaigns over time

S2 Ep5 – A Deep Dive Into The Tactics For A Revenue Generation System

When it comes to month-over-month revenue generation it all starts with leads. The tactics you need to generate leads today are almost unlimited. There are hundreds of options from email marketing to organic search, paid social ads, video, your website, and more. How do you know which ones to use, when to use them, and which ones are a miss for your company, product, service, or industry? In this episode, we’ll go deep into all the tactics at your disposal and help uncover a process for deciding which ones to use, how to test them, how to measure them, and how to continue adding new tactics to your portfolio to ensure new leads consistently flow in and down to the sales team.

In this show, we’ll cover

• How to create a comprehensive list of potential marketing, sales, and revenue generation tactics to consider.
• How to prioritize the tactics down into a manageable list.
• How to know which ones you have the expertise and skills to execute successfully.
• How to plan, measure and optimize tactics over time.
• How to evaluate the tactics and then decide to stop, continue, or double down on a tactic based on performance.

S2 Ep4 – A Deep Dive Into The Strategy For A Revenue Generation System

You’d never build a house without plans. You’d never attempt to beat cancer without a plan and you’d never go to war without a plan but day in and day out people try to generate revenue without any real plan or strategy. In this episode, we’ll unlock the secret to creating a revenue generation strategy that has been proven successful year over year for 20 years. Personas, your big story, differentiation, budget setting, KPIs, resource planning and more go into creating a strategy that produces results and we’ll talk about it all during this episode of the show. It’s one of the “can’t miss” episodes of the year.

In this show, we’ll cover

• Why your personas are likely incomplete and how to fix them
• What your Big Story should be and how to create it, it's easier than you think
• How to differentiate your business and why it’s not differentiated right now
• What does it mean to be remarkable
• Why mapping your prospect’s buyer journey is not a nice to have, but a must-have
• How to create a budget and KPIs that are aligned with your strategy

S2 Ep3 – A Deep Dive Into The Process Part of a Revenue Generation System

One of the keys to a revenue generation system is getting good with the process, applying a process, and sticking religiously to a process. There are weekly, monthly and quarterly processes associated with a revenue generation system and we’ll look into all three of the processes needed to drive revenue.  Specifically, we’ll unpack what’s part of weekly Revenue Team Meetings with a Scorecard, To-Dos, Rocks, and the ability to process issues quickly and efficiently. We’ll share with you how to run a 30-Day Sprint Planning meeting every month and how to plan a slightly longer-term 90-Day Strategy Review every quarter. These come together to create a rhythm that empowers your team to execute a revenue generation system that produces results and gets optimized every week.

In this show, we’ll cover

• What does a weekly revenue team meeting look like
• What does a revenue team scorecard look like and how to create one
• How to process issues and drive to-dos every single week
• Who runs the weekly revenue team meeting
• What do you do during a 30-day sprint planning meeting
• What do you do during a 90-day strategy session

S2 Ep2 — The Four Pillars And Two Supporting Elements of A Revenue Generation System

There are six areas that need your direct attention if you’re planning on using a revenue generation system in 2023. There are four specific pillars. Strategy, tactics, campaigns, and technology. Then there are two supporting elements, process, and resources. You need all six to be working in conjunction to hit your goals. In this episode we’ll look at all six of these important pieces and then in upcoming episodes we’ll go deep into each of them, so you understand in detail how each work together.

In this show, we’ll cover

• Why you need these six elements to drive revenue growth
• How each of these different elements works together to help you create your system
• Why if even one of these is missing your system breaks down
• What’s the best way to keep these six elements orchestrated over the course of the year
• How to get organized around these six elements to get your system off the ground

S2 Ep1 – Companies Run On Systems But Revenue Doesn’t Have A System

If you’re like most companies, you’ve seen sporadic revenue growth. Some months you hit your goals, others you don’t. We estimate that only 10% of companies are able to hit their revenue goals month over month and sustain it for the entire year. This year is going to be different and we’re going to help by sharing what you need to install a revenue-generation system in your business. In the first episode of WWWR in 2023 we’re going to lay out the thinking behind a systems approach to revenue, why it works, why you need it if you want to grow, and what you need to start thinking about to get a system installed for 2023.

In this show, we’ll cover

• What is a revenue generation system?
• Why most companies don’t have a system for revenue when they have systems for so many other areas of the business?
• How to know if a revenue generation system is right for your company?
• What’s involved in getting a revenue generation system set up?
• What to expect from the system and when?

Episode 60 – A Look Back At 2022 And A Look Forward Towards 2023

When it comes to business growth and revenue generation, people will look back at 2022 and likely refer to it as the year everything changed. So much has changed over the past 12 months, and it's worth looking back at how privacy, regulation, tools, technology, and the economy has impacted all our efforts to generate revenue and grow our companies. Today, the options available to CEOs when it comes to working on creating a scalable, repeatable revenue generation system are numerous, yet companies still struggle to grow. There is a disconnect there that we’ll help uncover. We’ll also take a look forward toward 2023 and as you’re doing planning today for next year, we’ll talk about a few important considerations for your 2023 revenue plans.

What we’ll cover in the show –

• How the economy impacted revenue generation in 2022.
• How the digital marketing playbook is changing; what happened in 2022 to accelerate this change?
• How technology is impacting how you should be thinking about revenue; in some cases, is making it easier, in other cases more complex.
• What’s going on with data? First party, and third party data, and how to think about both types.
• What to look forward to in 2023, how to plan for 2023, and what new ideas should be on your radar?
• What to expect from What’s Wrong With Revenue? in 2023?

Episode 59 – It Might Be Time To Move Your Website To HubSpot

Many of the companies we meet have their website on WordPress but today the world has changed and while this might have been a solid website strategy a few years ago today there are much better options that in the end are equally affordable as WordPress. The bigger question here for you should be how you get your website secure, easy to use, and produce leads, sales opportunities, and new business. One of the best alternatives is HubSpot. Their CMS has grown so dramatically over the past few years and today has some amazing features.  

What we’ll cover in the show –

• Why you need to control your website and be able to optimize it, edit it, and work on it easily every single week.
• We’ll dig into why a WordPress website isn’t free when it appears the platform is an open-source and free product.
• We’ll talk about the new and emerging security risks to your WordPress website and what to do about it.
• We’ll dig into HubSpot’s CMS and share some of the new and dynamic features coming out in the near future that will make you want to consider moving it.
• We’ll also talk about what’s typically required when you move a site from one CMS platform to a new one.

Episode 58 – What To Expect When You Start A New Revenue Generation Effort

It’s not easy to predict what might happen. This is especially true when we talk about revenue. It’s hard to know, even with the best plan, what to expect in terms of results and business outcomes. It’s also challenging where to look for results. Is it visitors, leads, sales opportunities, or new customers? What about when your sales cycle is six months long? How does that impact how you measure results against expectations? It’s critical that you set expectations correctly and timing is a big part of that process. There are definitely ways to know when revenue programs are working even when actual revenue has yet to be realized.

What we’ll cover in the show –

• What timing is reasonable for what metrics
• How to transition over time from early expected outcomes and metrics to middle and more mature expected outcomes and metrics
• How patient do you need to be waiting for the big results like new customers and new revenue
• What are the variables that make programs produce more quickly or more slowly and how should you think about which one of these scenarios is right for your company
• What to consider if your program is consistently underperforming