Understanding and predicting sales volatility is crucial for building a successful growth strategy in business. The key lies in a strategic recipe that not only identifies areas of volatility but also ensures a smooth and predictable revenue stream. Let’s delve into the magic recipe and the crucial first 30 days of implementing it.
1.The Critical First 30 Days: Unraveling the Business DNA
Whether you’re a consultant or a new addition to an organization, the initial 30 days are pivotal. This period involves a deep dive into understanding the people, processes, and the intricate politics shaping the business. Founder-ritis and territorialism may.
Acknowledging these barriers is vital, positioning yourself as a catalyst for positive change. Offering relief from organizational issues and streamlining processes can ease these tensions.
2. Illuminating the Customer Journey: Spotlighting Hotspots for Quick Wins
Let’s remember that volatility poses both challenges and opportunities. Effectively navigating these fluctuations requires a strategic examination of areas impacted across sales, marketing, and the broader business landscape. Finding easy opportunities can quickly improve a company’s financial health. Look for quick wins to make a big impact.
- Touchpoints before closing the dealThe approach to managing volatility involves a detailed scrutiny of the customer journey, beginning with the initial interaction with the brandand culminating in the creation of dedicated customer advocates through successful interactions.
This journey unfolds across various conversion points, each demanding careful consideration of whether it involves a person, a process, or a piece of software. Evaluating the optimization of each conversion point provides valuable insights to guide subsequent actions.Starting with a customer’s first exposure to the brand, the analysis delves into potential brand confusion and clarity. As the journey progresses, a meticulous examination of the conversion of interest into action takes place, assessing the effectiveness of initial touchpoints. Considerations include whether the experience is human or automated and whether it resonates with customers appropriately, ensuring an optimized customer journey. - Touchpoint beyond conversionExtending the focus beyond conversion, attention is directed to post-close touchpoints and their frequency. The goal is not merely to close a deal but to transform customers into enthusiastic advocates. The vision is of customers loudly endorsing the exceptional experiences they’ve had with the brand.
In exploring these dynamics, a fundamental truth emerges—the interconnectedness of sales and marketing is pivotal in crafting a seamless customer journey.
3. The Symbiotic Dance of Sales and Marketing: Achieving Predictable Revenue
A sales leader sees the customer journey as a straight path from first meeting to signed deal. However, a revolutionary perspective emerges when you delve into the philosophy of unifying sales, marketing, and customer success into a seamless growth engine.
Breaking Down Silos: The journey to a predictable revenue engine is paved with challenges, and the key lies in breaking down silos that often exist between these functional groups. The traditional setup, where sales, marketing, and success report independently to a CEO, can lead to conflicting goals and internal discord. The solution? Embrace a unified approach under a growth leadership umbrella. Imagine having a dedicated “customer journey owner” rather than fragmented pieces owned by different departments. This concept not only eliminates silos but also fosters a unified goal – driving growth from both revenue and customer perspectives.
Unified Growth Leadership: The heart of this transformative approach lies in creating shared goals and introducing variable compensation for everyone involved in the customer journey. By aligning marketing metrics not only with lead generation but also with end-goal metrics like churn and acquisition, a collective focus emerges. This innovative perspective, advocating for shared objectives and integrated compensation, serves as the foundation for building a predictable growth engine.
- Variable compensation: Foundation of building a predictable growth engine is making sure you have the right org structure so you have the right org structure as #1 making sure you have the right people and the right spots across the journey making sure they’re compensated in the right way to drive the behaviors that are going to provide the customer with the best experience possible.
4. Tech optimization is the unsung hero in controlling volatility.
- Optimizing Before Adding: The temptation to patch up operational gaps with new technology is a common pitfall. Before introducing new tools, it’s crucial to optimize existing resources. Organizations often rush to adopt shiny, new software to fix a problem without fully exploring the capabilities of their current tech stack. This approach leads to unnecessary complexity and a lack of ownership. Identifying the right time and place for each piece of software ensures a cohesive and well-managed tech environment.
Tackling Data Challenges at the Top of the Funnel In the realm of sales and go-to-market organizations, the majority of issues lie at the top of the funnel. Challenges with lead intake, data cleanliness, and the initial touchpoint into the sales funnel are pervasive. Addressing data problems, such as duplicates and cleanliness, at the outset prevents compounding issues down the line. Investing wisely in technology that doesn’t require extensive expertise for optimization is key to maintaining control and driving sales success.
- Empowering People Over Software: focusing on technology that empowers people is crucial. Software should replace manual tasks, not generate them. Tracking commissions, compensation, and other repetitive functions can be efficiently handled by technology, allowing human resources to engage in revenue-generating activities.
In conclusion, mastering predictable and repeatable revenue involves strategic planning, breaking down internal barriers, and optimizing technology. By adopting this foolproof recipe and embracing a holistic approach to the customer journey, organizations can navigate volatility and build a growth engine that stands the test of time.

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