All Employees Must Have Skin In The Game!
It is hard to argue that without sales, you do not have a business. So, why isn’t this message carried throughout the organization? Simply put, revenue and revenue growth are the key drivers to success and revenue growth is everyone’s responsibility. In many situations, people and departments have separate corporate goals (Agendas). If that is the case, leaders need to figure out how to bring the differencing goals back to a common objective, which always has to be – Revenue Growth! If not, you will have to deal with massive amounts of conflict.
Leadership within an organization must be clear about what they want to achieve and how all the different roles within each department affects revenue. Each person has revenue responsibility no matter what position they hold. It’s about making sure everyone has skin in the game. If people don’t understand how their performance is tied directly back to revenue they won’t make decisions that impact the profit of the organization.
Revenue growth needs to be an inherent part of daily conversations, meetings, and presentations. Brainstorming sessions are great ways to hear ideas from all departments and ways to make everyone feel part of the process. All voices matter! Open and honest dialogue will also foster idea sharing.
Listening is crucial but implementing the ideas and recognizing people for their suggestions is strategic.
When people feel they are contributing to the success of an organization, they perform at higher levels. When you have high level performers, you have successful companies that experience revenue growth. High performers see quality as a priority. They focus on doing a good job to satisfy clients and customers. Ross Beard wrote an article about a survey that was conducted by 200 senior marketing managers. Six (6) reasons were discovered why customer satisfaction is so important:
- It is the leading indicator of consumer repurchase intentions and loyalty.
- It’s a point of differentiation – In a competitive marketplace where businesses compete for customers; customer satisfaction is seen as a key differentiator.
- It reduces customer churn.
- It increases customer lifetime value.
- It reduces negative word of mouth.
- It’s cheaper to retain customers than acquire new ones.
Revenue Goals + High Performance = Customer Satisfaction + Revenue Growth