Revenue growth requires a company-wide commitment and responsibilities cut across product groups, customer success, marketing and sales teams. When developing a marketing plan, sales plan or performing due diligence for a private equity investment, acquisition or a new CEO or CRO role – consider these 12 questions to develop your revenue architecture and revenue performance potential. The 12 dimensions take a broader view of revenue growth dimensions – beyond sales effectiveness and marketing campaigns.
While there are many factors to consider, these 12 questions can help focus your sales and marketing planning. When we first developed the Revenue Grader (now being revised) six years ago, we included 50 questions – or dimensions – in the analysis. While all 50 remain valid, we found that it was a bit cumbersome to consider all 50 when starting with a top-level plan or diagnostic. We now focus on these 12 dimensions and drill down into sub elements based on key issues or priorities.