Did you know that many companies have salespeople and a sales manager or even a sales director, so what is a Revenue Consultant (RC) and why would you ever need one? We focus on that in this blog post and we hope it gives you the insight you need to understand why having an RC could be critical for your business!
It’s not an easy answer to articulate but for me, an RC is a sales person capable of communicating with “C” level audiences both on a tactical and strategic level. Not to mention, great RC’s will build and implement revenue strategy plans that exceed corporate goals and expectations.
Here are a few of the most important key attributes that make a successful RC:
- Market Visionary: A RC works closely with the CEO and other leaders of your company to develop, implement and communicate the company’s mission/vision, turning those into a long-term strategy for developing new markets for the company to grow into.
- Leading from the Front: RC’s must be able to identify and clearly communicate the revenue strategy – across all sales functions; monitor the strategy as the sales team executes those functions and puts focus on the team to execute the right goals.
- Business Acumen: Like many other C-level positions, a RC is a business leader first (and a sales person second). RC’s will regularly meet with the sales leadership and sales team members to measure and analyze productivity and effectiveness. They will also work directly with the CEO to develop the roadmap, understand competitor initiatives, as well as sync with the CFO to determine budget trade-offs with a goal of continually improving results! This collaboration is vital to the entire management team to ensure that the RC is determining true ways to grow revenue with a crucial long-term perspective in mind.
- Data/Metrics-Driven: An RC creates a culture of accountability by setting the right Data/Metrics and tying compensation and promotions to real results, not just to emotions. With an RC in place, success and failure belong to the entire revenue team, not just to sales.
- Wise Council: RC’s understand, acknowledge and embrace the differences between marketing and sales, while at the same time establishing processes to ensure their coordination across the full revenue cycle. It’s this holistic view across the entire business that ensures you are getting the most for the company investments (and making the right trade-offs), while also making the greatest impact on revenue growth possible.
- Focused on Results (Long Term and Short): The RC assumes a long-term, integrated perspective, rather than the short-term that sales departments usually embrace. At the same time, the RC has a passion for driving quarterly revenue results/deals in balance with the marketing team’s longer-term programs and more meticulously planned work styles. It’s truly a synergistic approach to business. He or she also commits to short-term results, forecast future revenue, and takes accountability for both short-term success and longer-term strategy.
If structured and organized properly, this plan outfitted with the right talent and objectives, the RC will play a critical role in driving revenue growth faster. With that individual becoming both the catalyst for the corporation’s revenue performance management initiative and the steward of its success across all marketing and sales functions. As a visionary ‘revenue architect’ who is accountable for driving better integration and alignment between all revenue-related areas, the RC becomes the leader of an authentic revenue revolution at any type of company.
Questions, comments or concerns? Comment below