Roots of Revenue Revealed

By Gary Beyer

If you are a Business Unit executive or P&L manager, you are, by definition, responsible for the profit and loss results of your organization. This often puts managers in a very awkward and uncomfortable position. To be successful they need an ability to influence revenue creation, but may discover they have no control over the Sales or Marketing functions within their organization that typically produce those revenues.

How can someone be expected to manage results when they do not control the mechanisms that the drive results?

On the other hand, even if you do have some degree of control over Sales and Marketing, you still may not have a sufficient background in Sales & Marketing concepts necessary to help you manage and leverage that part of your business to drive the results you need.

In the course of this Guide, you will discover a number of useful insider secrets, including:
*the 2 most important things you need to drive sales (hint, it’s not salespeople);
*why some great salespeople fail while poor salespeople succeed;
*why your sales pipeline may be largely a work of fiction;
*one simple technique to get the most value out of Marketing;
*why your CRM may have been sabotaged by the Sales staff;
*2 techniques to help you gain an advantage over lower-cost competitors;
*ideas to help you vertically align your organization for maximum results.

• Language: English
• Publisher: Gary Beyer
• Release date: Sep 30, 2013
• ISBN: 9781301403684

Gary Beyer

'Next-square' business transformation and growth catalyst for executives who need to transition from a current state to some future state; a strategic provocateur who knows how to bridge from data to insight to strategy.Served in nearly every operational leadership position within a growing technology company. Core expertise includes vision & mission development, strategic planning and goal setting, vertical and horizontal organizational alignment, product strategy and differentiated product design, strategic marketing, sales and business development, and financial planning.

Book preview

Roots of Revenue Revealed

What lies below the surface will make or break your company!

by

Gary R. Beyer

SMASHWORDS EDITION

* * * * *

PUBLISHED BY:

Gary R. Beyer on Smashwords

Roots of Revenue Revealed

Copyright © 2013 by Gary R. Beyer

Smashwords Edition, License Notes

This eBook is licensed for your personal enjoyment only. It may not be re-sold or given away to other people. If you would like to share this eBook with another person, please purchase an additional copy for each recipient. If you’re reading this eBook and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

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TABLE OF CONTENTS

INTRODUCTION

THE RACE FOR REVENUES

THE METRICS OF MARKETING

MYTHICAL PIPELINE, FANTASY FORECAST

WHAT IS CRM, AND WHY DOESN"T IT WORK?

COMPETING IN A GLOBAL ECONOMY

SECRET TO GROWTH: ALIGNMENT

QUICK RECAP

AFTERWARD

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INTRODUCTION

If you are a Business Unit executive or P&L manager, you are, by definition, responsible for the profit and loss results of your organization. This often puts managers in a very awkward and uncomfortable position. To be successful they need an ability to influence revenue creation, but may discover they have no control over the Sales or Marketing functions within their organization that typically produce those revenues.

How can someone be expected to manage results when they do not control the mechanisms that the drive results?

On the other hand, even if you do have some degree of control over Sales and Marketing, you still may not have a sufficient background in Sales & Marketing concepts necessary to help you manage and leverage that part of your business to drive the results you need.

If you are a Business Unit manager and find yourself responsible for Revenues, then this eBook was written for you. It has been prepared to help you understand the practical mechanics behind the engines of growth at your company, and includes very specific and useful suggestions on managing the Sales and Marketing process to help you achieve your P&L goals.

In the course of this Guide, you will discover a number of useful insider secrets, including:

the 2 most important things you need to drive sales (hint, it’s not salespeople);

why some great salespeople fail while poor salespeople succeed;

why your sales pipeline may be largely a work of fiction;

one simple technique to get the most value out of Marketing;

why your CRM may have been sabotaged by the Sales staff;

2 techniques to help you gain an advantage over lower-cost competitors;

ideas to help you vertically align your organization for maximum results.

I have attempted to keep this guide very brief and cut through the boloney that is typically dished up by the