Stop Treating Symptoms
Over the years I’ve come to realize how challenges in my personal life can mirror challenges within a business, especially when it comes to revenue growth. A few years back I started coughing when I woke up. I blamed it on allergies and made a stop at the drug store filling a basket with everything promising relief.
It wasn’t long before I was coughing morning, noon and night. None of the remedies I tried seemed to be having a lasting impact. My cough was getting worse.
I decided it was time for a pulmonary specialist. After sharing the reason for my visit, he explained he would be ordering blood work, x-rays, CT scan, oximetry, along with several other tests. I remember asking why he was so thorough and his reply was simple…
If I do not do a full assessment, I can’t get to the cause of why you are coughing. If I can’t get to the cause, I will not be able to restore your health and make you better.
The results from all tests came back quickly, and the diagnosis was adult-onset asthma. He prescribed a daily treatment and within a couple weeks the coughing was gone and I was back to 100 percent.
STOP TREATING THE SYMPTOMS
I like to tell this story to B2B marketing and sales leaders I work with to illustrate why treating the symptoms of a poorly performing lead-to-revenue process is not going to make it better. Think about all you’ve done in the past year to grow revenue:
– Launched a new website
– Increased spending on lead gen
– Jumped into ABM
– Added a BDR team
– Increased the size of the sales team
– Expanded the marketing team
Did you improve conversions? Did you hit your revenue goals? If you did, were you able to sustain revenue performance?
ASSESS & FIND THE CAUSE
Building a lead-to-revenue process that results in real revenue transformation requires more than temporary remedies — just like my cough needed more than cough syrup and lemon zinger tea. You have to be willing to look past the symptoms and assess your buyer’s journey start-to-finish. Don’t forget to include the utilization of your marketing and sales technology, and the defined lead or accounts management flow your marketing and sales teams follow.
Once you conduct that assessment, you’ll have the information you need to diagnose and repair where your prospects disengage and disappear. Then you can prioritize what needs to be done and take action to clear the path to conversion and sustainable revenue growth.
If you’re not sure where to start, connect with us. We’re always happy to share insight into the steps we take to help our clients get to the cause.