A. The document discusses key factors for revenue growth including strong revenue growth, shifting to a "helping prospects buy" mindset championed by the CEO, and adapting resource allocation to buyer behaviors. B. Achieving revenue growth requires fundamental changes to traditional organizational models including restructuring marketing, sales, and customer service and establishing a new "revenue growth" function with skills mapped to buyer expectations. C. Successfully adapting to today's market realities and achieving resilient revenue growth will likely require the CEO to embrace, model, and expect substantially different strategic approaches rather than operational tweaks.

1. Executive
Management
Partners
Inc.
April
30,
2015
Developed
by
Richard
A.
Fisher

2. ¡ Revenue
Growth
¡ CEO
Champion
¡ Resource
Allocation
¡ Conclusion:
CEO/Presidential
Intervention

3. A. Strong
revenue
growth
will
be
a
key
factor
in
the
valuation
of
companies
selling
into
the
impending
tide
of
boomer
business
sales.
B. Shifting
a
company’s
revenue
growth
mindset
from
“selling”
to
“helping
prospects
buy”
is
required.
That’s
a
company-­‐wide
change
which
only
the
CEO
can
champion
and
drive.
C. Adapting
a
revenue
growth
model
to
buyer
behaviors
requires
resource
allocation
and
staffing
changes.
D. The
technology
which
provides
the
platform
for
this
shift
almost
inevitably
straddles
traditional
silo
boundaries.
Conflicts
which
require
CEO/presidential
intervention
result.

4. A. A
company’s
approach
to
marketing,
sales,
and
customer
service
permeates
cultural
DNA.
B. It’s
something
which
is
core
to
how
the
company
sees
the
world,
operates
and
interacts
with
stakeholders.
C. The
implications
for
positive
or
negative
performance
are
significant.
D. The
existing
culture
of
sales
creates
enormous
inertia
to
overcome
and
increases
the
likelihood
of
reversion
to
outdated
habits.

5. A. Neither
the
traditional
bifurcation
of
marketing
and
sales
nor
the
traditional
allocation
of
resources
and
headcount
remain
valid
in
current
approaches.
B. A
“revenue
growth”
function
is
required,
with
skills
to
create
approaches
mapped
to
buyer
expectations.

6. A. Successful
revenue
growth
is
critical
to
company
strategy
and
resilience.
B. Adapting
to
today’s
market
realities
requires
a
pan
silo
reach
and
perspective.
C. It
requires
strategic
vision
rather
than
operational
tweaks.
D. This
likely
means
fundamentally
changing
traditional
organizational
staffing
and
resource
allocation
models.
E. Sales
growth
is
no
longer
a
responsibility
which
the
CEO
can
delegate
and
supervise.
Success
in
the
near
future
will
require
that
the
most
senior
manager
embraces,
models,
and
expects
substantially
different
approaches.
F. Today,
revenue
growth
is
the
CEO’s
responsibility.