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The Importance of Developing a Sustainable Revenue Strategy for Long-Term Success




We often see a common problem among startups and small businesses: they believe that simply repeating what they did to achieve early revenue success will lead to scalable revenue.


However, this is not the case. Organizations that achieve early product success must focus on understanding and defining a sustainable and repeatable revenue strategy.


It's important to understand that when revenues are not being achieved, it's not necessarily a sales issue. Rather, it could be a lack of a comprehensive revenue strategy in which sales is just one component.


So, what is a sustainable revenue strategy?

It's a comprehensive approach to bringing a product or service to market at scale, taking into account the company's goals, the target market, the customer, the product itself, marketing and business development efforts, and the sales process.


As a leader, it's important to be able to answer questions like:

What are the company's goals and are they aligned with customer demand?

Who are the influencers, evaluators, and decision makers for the product or service, and how well do we know them?

What is the impact of the product on early adopters, and how do we measure its success?

How do we reach our customers and what channels do we use?

What is the management process for the sales funnel, and what are the key performance indicators for the individual, team, and organization?


As we begin the new quarter, it's a good time to reflect on the past and plan for the future. Taking the time to thoroughly consider these questions up front will pay off in the long run and help the organization achieve greater success.


As a wise person once told me, "Sometimes you need to slow down to go faster."

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