WWWR Ep 3: There’s No Connection Between Results And Investment

This show aired LIVE on September 22, 2021. To watch the show on demand, click here.

In this episode of What’s Wrong With Revenue?, we talked about how a lack of alignment across marketing, sales and customer service can hurt revenue growth.

Too many CEOs think the investment associated with revenue generation and business growth is to be minimized or worked down as part of a budget minimization effort. Nothing could be further from the truth.

In reality, what you spend to drive revenue, generate leads, create sales opportunities and sign up new customers should be directly related to your business goals. If you have lofty growth goals, you should be prepared to heavily and aggressively invest in getting to those goals. If you have more modest goals, then you can invest at a lower level.

Far too often, CEOs come to us with champaign goals and tuna fish budgets. That’s only going to produce disappointment. In this show, we talk about how to set your goals, establish the right level of investment and make sure the expectations around that investment are aligned.

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