The 10 Myths of Revenue Generation
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What¶s the most expensive thing your companydoes each day? In most industries, it isn¶tmanufacturing, raw materials, logistics, or evenoverhead.
It·s the process of creating revenue.
Revenue generation, as we call it, includeseverything your company does each day tocreate and sustain your revenue. It¶s sales. It¶smarketing. It¶s service. It's the time a CEO orsenior executive spends helping a team, meetingwith partners, or communicating a message tothe market.Revenue generation is the single mostexpensive function in your company. And yet theprocess itself hasn¶t changed much in the last 50years. Since the 1960s, we¶ve made every othercorporate function more efficient with innovationslike ERP, Six Sigma and TQM. Yet we're stilldoing revenue generation the same way we did it30 or 40 or 50 years ago. It's expensive, it'stime-consuming, it¶s reactive, and it's reallybased on a
bunch of myths.