29/03/2024
I sat in at a school meeting once. The mood wasn’t exactly upbeat. Pupil numbers were declining. Slowly but surely. A group of parents were invited to chip in with some ideas. After a bit of back and forwards, the school principal turned to us and said, “If only we could get the word out and tell people what a great school we are!”
“Are you sure it’s a marketing problem?” I asked as gently as I could.
She looked at me quizzically, as if I’d said something outlandish. “What do you mean?”.
“Well..” I hesitated before deciding if I was in for a penny, I was in for a pound… “What if it’s the product? You know, the school itself?”
I wasn’t invited back to another meeting.
Regardless of an organisation’s size, business model or industry, almost all revenue growth problems sit within one or more of three growth levers - product or service, marketing and sales. In fact, the issue is normally found in all three, and that's why they need to be dealt with together.
I’ll try not to use the word holistic! But let’s say we need sales, marketing and product all working from the same framework. How often does that happen in organisations? Rarely, outside of high performing start-ups. There’s a clue there for larger companies. It’s not about beanbags, it’s about how you approach things.
If you organise yourself around revenue growth, you’ll get revenue growth.
We work with companies to help them grow revenue using our Three Levers Growth Framework.
