By Andrew Honey, Founding Partner and Group CEO of ThinkSales Global
B2B market-leading companies are led by CEOs who understand the factors that impact revenue growth and profitability and then design a strategy to address these factors.
Factors impacting revenue growth and profitability in the B2B landscape:
- Attempting to out-do competitors in a head-to-head battle in a defined, limited growth market.
- Driving up costs and lowering profits by adding more features and benefits to differentiate.
- Competing on price, even though the company is not the market’s top low-cost option with the fastest service delivery.
Revenue growth engineering: How market leading B2B companies do it
- They design a company strategy that is different to their competitors. It’s not just a business strategy, it’s a new way of planning and executing.
- They develop a set of sales organisation activities that are different to their competitors.
- They create market growth opportunities by ensuring their company strategy enables the sales organisation’s revenue drivers.
Ultimately, for B2B companies to excel, they must enable the Sales organisation within the business to deploy a customer-centric, differentiated customer engagement process.
The 5-pillars of a market-leading B2B sales organisation
The foundation of a successful B2B organisation is what we call a ‘revenue growth approach’ that simultaneously focuses on sales growth and margin protection. There are five key pillars that must be developed and then matured in every organisation to achieve this goal, finally reaching a level of optimisation that ensures a strong, sustainable and above-all competitive B2B business.