The 50(ish) Levers of Resilient Revenue
- Heather Tenuto
- May 14
- 2 min read
I’ve had the great fortune of helping dozens of companies of all sizes optimize revenue. What is less fortunate is that what might have worked for one company didn’t necessarily work for the others. In each of the jobs or engagements I held, I had to write a new playbook. Different products, resources available, current market, customer sentiment, company culture: all these factored into the recipe for success for every sales org I’ve worked with.
Over the years, I've gotten great at optimizing the work it takes to get to the good stuff and recently, I’ve had the opportunity to write it all down. And as you can probably guess, it’s not one thing; it’s a matrix of interconnected elements. About 50 of them, in fact.
Building a sales engine that can weather any storm isn't about silver bullets; it's about mastering the fundamentals across a multitude of areas. It’s about understanding that resilience isn’t a happy accident. It’s the intentional outcome of focused effort and deep learning.
Think of it as the DNA of a high-performing revenue engine. Ignore even a few strands, and the whole structure can weaken.
These fifty elements aren't just abstract concepts. They are the tangible levers you pull, the questions you ask, and the processes you implement that determine your success. They fall into ten crucial categories:
Goals: It's not just about hitting a number. It's about how you define success and the clarity you bring to your team.
Product: Deep understanding isn't just for the product team. Your sales leaders need to be experts at translating product features into problem solvers.
Customers: They are the lifeblood. Mastering how you understand, engage, and retain them is paramount.
People: Your team is your greatest asset. How you recruit, develop, and empower them dictates your trajectory.
Telemetry: Data isn't just for reporting; it's your compass, guiding your decisions and revealing hidden opportunities.
Craft: Sales is a profession. Mastering the art and science of selling is an ongoing imperative.
Demand: Generating consistent, qualified leads is the fuel that keeps the engine running.
Proof: Trust is earned. How you demonstrate value and build credibility is non-negotiable.
Tools: Technology is an enabler, but strategic selection and implementation are key.
Ecosystem: You don't operate in a vacuum. Understanding and leveraging your broader ecosystem is crucial. Developing new channels can create a multiplier effect if executed correctly.
This might seem like a lot, and frankly, it is! Building a resilient sales organization is a multifaceted endeavor. But don't feel overwhelmed. Think of this as your comprehensive checklist, your guide to ensuring no critical stone is left unturned.
Over the coming weeks, I’ll delve into the 50ish things CEO’s and Heads of Sales need to build not just a successful sales team, but a resilient one that can adapt, thrive, and consistently deliver results, no matter what the market throws your way.
Commentaires