Revenue Alignment - How it May Be Broken and How You Can Fix It
You see it all the time. The CEO has a vision and OKRs for the company, yet John on the Customer Success team doesn't know how it matters to his role.
It’s like the sales leader who is asking for more marketing-sponsored webinars and events, while the marketing team is more focused on traditional collateral like one pagers, Google ads, and pitch decks.
Each department goes off pursuing its individual goals, only ever sharing results at the end of the quarter. And then it’s too late to make adjustments.
These companies should start to consider making structural changes that better align the organization around a single source of truth and shared goals. But how?
What is Revenue Alignment?
In our recent article highlighting common themes from our upcoming conference, we leverage John Moore’s definition of Revenue alignment as “a customer-centered approach to business success. It places a bonus on creating measurable outcomes, delivering solutions that customers adopt, and a high degree of collaboration between customer-facing teams.”
Here we will dive a bit deeper into the importance of revenue alignment, some pitfalls to avoid, and a couple of ways to fix them.
The goal of revenue alignment is to improve the customer experience your customer receives from your team from start to finish. As you can imagine, this involves sales leaders, marketing, customer success, HR, Finance, and enablement. Each company must work really hard to remove any friction in the process.
As we’ve noted, greater alignment across the organization shows great benefit. Research showed that organizations that “maintain a focus on alignment achieve up to 19% faster revenue growth and up to 15% higher profitability.”
Unfortunately, few teams ever get there. Based on our research, here are some ways that prevent companies from getting the revenue growth that they desire.
Problems of revenue mis-alignment:
The good news is that there is hope. We’ve seen some companies turn things around in just a week. While we can’t promise such a fast result, we can help you on your journey of revenue alignment. And yes, this will always be a process, a journey, and not a one-time event.
How are some ways to align your revenue teams:
As we’ve shown, aligning your revenue teams can provide a huge lift in profitability. As teams struggle with data and organizational silos, misalignment will result in a negative impact on productivity and, ultimately, revenue growth.
To learn more about how to start this process for your team, come join some of the Top Minds in Revenue Alignment on September 8th at Tenbound’s next Virtual Conference!
At this free event, we’ll cover everything you need to rev up your cross-functional, go-to-market teams by synchronizing pipeline and revenue generation. Attendees will learn from top names in the industry on a strategic and tactical level how to actually do Revenue Alignment vs just talking about it. Focusing on alignment can increase pipeline and revenue, and enhance their careers as revenue professionals. For more info and free registration click here.
December 2022 November 2022 October 2022 September 2022 August 2022 July 2022 June 2022 May 2022 February 2022 January 2022 December 2021 November 2021 October 2021 September 2021 July 2021 June 2021 May 2021 February 2021 January 2021 October 2020 September 2020 June 2020 May 2020 April 2020 March 2020 January 2020 December 2019 November 2019 September 2019 August 2019 June 2019 May 2019 March 2019 February 2019 November 2018 October 2018 July 2018 April 2018 March 2018 February 2018 November 2017 October 2017 September 2017 June 2017 May 2017 April 2017 March 2017 February 2017 January 2017 September 2016 August 2016 May 2016 September 2015 March 2015 February 2015 January 2015
All Book Boost Sales Career Coaching Cold Calling Communities Conference COVID-19 Infographic Job Leaders Leads Management Market Outsourcing Pandemic Podcast Psychographics Sales Development SDR Seminar Social Media Team Technology Trade Shows Training Trends