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(Get the Senior Team to do it also and compare …)
The Revenue Chain was developed by Michael McGowan and Steve Bookbinder as part of a new upcoming digital program called The Different Manager. It’s a unified framework for looking at your entire sales – and marketing – operation. The goal is to identify the gaps and obstacles that have the biggest impact on meeting income targets every month.
Audit Link Above. Make sure to Download and Save the PDF at the end of the Audit.
There are 4 Zones in the Revenue Chain:
The first zone is Governance and Data which is asking if you’re using the correct “big metrics” to forecast revenue and to assess if the business is working at the right pace and intensity.
The second zone looks at the Demand Creation capability of the business, that is, are you equipped to attract the audience you need? This is becoming much more critical in a digital-first world of B2B buying.
Zone 3 deals with Demand Capturewhich you might also call lead generation. A big question here is who should own and protect demand capture?
The final zone is Demand Conversion which is the more familiar area of sales team performance and pipeline management.
We recommend that you get several, if not everyone on the senior leadership team to complete the Revenue Chain audit and compare results. You will then have a single shared framework for a discussion.
Make sure you download and Save the PDF of your answers at the end.
Do a Free Revenue Chain Audit for Your Business HERE.
No registration required – we don’t see your results. Download the Summary Results in PDF and share with colleagues. And send on the link for the audit to a colleague or someone you think might also find it useful.