Revenue Acceleration
Are revenues growing rapidly and profitably? Do you have confidence this trajectory is sustainable?Exciting, enduring revenue growth is achievable using our 4 Power Accelerators and 2 Key Platforms.
The Stanton Associates' Revenue Acceleration Solution
(download our brochure)
The solution optimally integrates the various component layers and functional areas that ensure successful sales growth.
Revenue Acceleration Graph (click here for larger image)
The 4 Power Accelerators
The Stanton Associates' approach to Revenue Acceleration utilizes the "4 Power Accelerators":
- Make the world know and want your product
- Maximize sales performance
- Form and leverage relationships to turbo-charge sales
- Enter new markets, penetrate existing ones
Each of these Accelerators relies on a multi-component workplan, addressing both issues at the strategic level as well as tactical execution. We take a very practical approach in order to generate results in a short timeframe. We certainly consider strategic issues which may involve a longer period to show impact, however our focus is on those items which can result in significant top line growth in approximately 12 months.
Accelerator Components
The components of the 4 Power Accelerators may differ depending on the situation, but below are examples of the areas that usually need to be addressed.
Make the world know and want your product
| Optimize marketing levers | - How could a repositioning of the product impact sales? - Is the product appropriately priced - relative to the competition? Relative to the benefits provided? - Is there an option for a multi-tiered pricing approach? Or bundling with other products/services? - What is the company doing to drive awareness? - What lead generation programs exist and what have been the results? |
| Upgrade sales toolkit | - Is the sales team equipped with a robust sales toolkit (including: unique value proposition, collateral, ROI analysis, objection handling guide, competitive landscape analysis, competitor warbooks, referenceable account program, etc.)? |
| Leverage new media | - To what extent is the company employing search engine optimization, keyword advertising, online marketing campaigns, blog marketing, etc? |
| Align marketing efforts to sales stage | - Are the collateral and sales-ready messaging appropriately matched with the specific stage of the sales cycle? |
| Customer centric messaging | - Is marketing material developed from the buyer's frame of reference? |
Maximize sales performance
| Sales performance training* | - Is there continual improvement in sales force effectiveness? - Are the approaches to sales recruitment, training, and retention optimized for sales performance? - How are these processes evaluated and amended over time? |
| Set key account sales strategy | - Is there a documented account penetration strategy for each major prospect, identifying relevant company attributes, key players, and action steps for sales success? |
| Sales compensation and recognition | - How does the compensation plan encourage behavior that results in revenue growth? Are there any elements of the compensation plan that are counter-productive? - What programs are in place to identify, recognize, and reward key sales performers as well as contributors to sale success? |
| Ensure sales forecasting for accountability | - Is there a system for monitoring/updating a reliable sales pipeline? - Does senior management have excellent visibility and predictability? |
Form and leverage relationships to turbo-charge sales
| Channel design | - What are the strategic alternatives for reaching your intended market? - Are relationships leveraged with direct sales, VARs, distributors, ISVs, solution providers, etc? |
| Partner selection and evaluation | - Is there a system in place for partner recruitment and development? - Is there masterful use of the 4 essential partnering processes? |
| Channel management | - Do issues of channel conflict arise, and what is the process for resolution? - How does the company support partners? - Is profitability by channel evaluated? |
Enter new markets, penetrate existing ones
| Enter new markets | - What additional markets exist that offer attractive opportunities for reasonable amounts of effort? e.g., new geographical focus, adjacent markets, alternative uses, etc. - Is there a detailed, executable, documented plan to enter these markets? Does it include the "10 steps to enter successfully"? |
| Seize additional share from existing markets | - What initiatives are in place to increase the revenue from existing customers? To maximize revenue from existing markets? - Are individuals informed, motivated, and compensated to up-sell and cross-sell to the existing client base? |
2 Key Platforms
In addition to the "4 Power Accelerators" the Revenue Acceleration solution relies upon 2 key foundation layers:
Alignment across functional areas
| To maximize the revenue impact of initiatives and improvements, one must look beyond the functional silos. There are plenty of good ideas on paper that fall short of expectations because the need for cross-functional integration was not anticipated and planned for. Unlike other consulting firms which focus on specific areas such as sales performance or marketing levers to boost top line growth, Stanton Associates takes a holistic view, looking at the functional interdependencies that exist for any revenue building initiative. |
A system is required which allows management to monitor efforts across all relevant areas, track achievements towards revenue growth goals, and acknowledge and reward successful endeavors, and highlight underperforming areas to be addressed.
|
* Services provided by one of our affiliate firms
Stanton Associates Revenue Acceleration Brochure.pdf