Why an accurate understanding of your current position dictates your ability resolve issues and accelerate revenue growth
This weekend I went hiking in the hill country here in Austin, TX. I was prepping my playlist and looking at the map to decide my route when I witnessed something that was really concerning. This older couple was arguing about what route to take and where they were on the map.
This is the map they were reviewing. Both the man and women were wrong on where they actually were. It made me nervous that this elderly couple could have ended up far outside of where they felt comfortable going. In hiking these decisions can be life and death in more extreme circumstances so a huge consequence for getting this wrong. I was reflecting on what would have happened had I given them directions but was unaware they had not accurately read the map to identify where they are.
This is the exact same map with the same instructions. One path starting in green is the correct starting point and the end point of where the directions would lead you. The red is one of the wrong locations that couple thought they were and the endpoint where the same instructions got them. As you can see the direction were 100% accurate but the results radically different ending miles apart. In business as in hiking, having an accurate assessment of your current state is essential in order to make use of good strategies, advise or counsel. The value of the right strategy on top of a misdiagnosed current state will dilute the value at best and at worst plunge performance down while you are trying to do the exact opposite.
3 Tips to Ensure You Don’t “Die in the Woods” and help your Revenue Team Sell More
- Let the Data Drive and Don’t Blame: It is only natural when things are not going as planned that opinions start flying around. Work hard to anchor all points in facts and raw data or metrics, focus on conversion rates, close rates, website traffic, and other tangible indicators. When you base the analysis on raw data it helps frame the discussion around the process and results and not the people. Revenue problems are never simple and often have many contributing factors and often involve a number of teams or people. Avoiding the finger pointing and blame throwing will lead to more collaborative solutions and tension free discussions.
- Broaden the Scope: Make sure the scope of conversation is broad enough. For modern revenue operations at companies, there are so many interconnected parts that if you are too narrow in the scope of your analysis you may miss the real issue or again misdiagnose the root cause that is inhibiting growth.
- Hire an Outside Expert: Hire an outside consultant to facilitate and complete the analysis. Eliminating internal bias and assumptions is essential and adds the value of another viewpoint on your current circumstances. An experienced expert will bring data from benchmarks and other data points to validate their conclusions to ensure these are data-driven conclusions.
If you want to see an example of what this level of diagnosis looks like for a company check out Winning By Design https://winningbydesign.com/services/