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    04/13/2023 |

    Finally, a Revenue Generation Plug-In for the EOS Methodology

    Many people have heard of EOS, the Entrepreneurial Operating System, used by over 100,000 companies across the globe. It provides a framework and set of tools to help your company get “unstuck.”

    EOS helps business leaders by organizing the hundreds of challenges they face every day and making them more manageable. It helps solve issues before they become problems, get the right people in the right seats, make meetings more productive and build a culture of accountability. 

    The essence of the system is your company is better equipped to move forward in a more efficient, profitable and enjoyable way.

    But EOS is an overall business operating system and doesn’t go deep on any of the specific areas of your business required for growth, scaling and specifically revenue generation. In fact, it’s very light in how it deals with marketing, sales and overall revenue generation.

    Introducing RGS™, the plug-in to EOS that deals ONLY with the areas of the business that contribute to and generate revenue.

    If your company isn’t growing fast enough, if you’re not hitting your revenue goals month over month, if you feel like you’re doing random acts of marketing or if you’re constantly wondering, “What’s wrong with revenue?”, then RGS might be the perfect system for your company, especially if you’re already running EOS.

    Systems Cure a Lot of Business Challenges

    If we back up a bit and look at your company holistically, you should notice that you already have systems in place for other areas of the business.

    You have a system for hiring and firing, paying bills, managing the company financially and purchasing. You might even have a system for taking care of customers, but in our experience, few companies have a system for generating revenue.

    Most companies don’t have a system for overall company management either that’s where EOS comes in. Since many companies also don’t have a system for revenue generation, RGS fills that hole in the same way EOS fills in the overall company management system challenge.

    Together, you apply a system to two key areas of the company that are required to increase the trajectory, scale the company and more consistently hit your growth goals.

    What Does a Revenue Generation System Like RGS Do for a Company?

    RGS delivers for businesses in several ways. One of the most significant is it aligns all the areas of the company that generate revenue marketing, sales and customer service. Marketing has to generate leads, sales has to close those leads and customer service has to take such good care of customers that they stay, buy more and advocate for your company.

    Historically, these three departments don’t always work together, and this is one challenge that RGS fixes immediately.

    Another area that gets immediate attention is metrics. While sales generally has a number (sales quotas, as an example), sometimes marketing works without important metrics, and sales probably needs additional metrics to really move the needle.

    Finally, customer service definitely needs metrics too. Together, you need a revenue scorecard that tracks all the important key performance indicators (KPIs) so that light shines on any numbers below expectations.

    And finally, RGS provides a meeting format that ensures attention is applied to the most important tasks, work is assigned to specific individuals, accountability is tracked, data is used to make decisions and the team responsible for revenue is tackling the most important issues, solving those issues and moving the company forward every week.

    Just consider where your company would be if every week your revenue team (sales, marketing and customer service) identified and fixed any challenges associated with generating revenue. If they tackled just two issues each week, by the end of the year, you would have solved 104 revenue-related issues for your company.

    How could you not improve revenue with this systematic approach?

    What Do You Get if You Use RGS?

    First, you get an RGS Coach. This individual is an expert in the RGS system and works with you to teach you and your company all aspects of the system.

    They share tools, facilitate workshops, teach your team the L10 meeting formats, train your team on the software used to manage RGS and provide guidance around the issues you’re working on each week. They are your guide, advisor and, of course, your coach.

    You also get the RGS Toolkit. This includes templates, workbooks and framework documentation that helps you create better persona documentation, work through and create upgraded messaging for your company and facilitate the steps to design your Big Story and differentiate your business.

    The toolkit contains the same tools Square 2 uses with its traditional agency clients. Those resources also include tools to help companies with their search engine optimization (SEO), rebuild their website, create more compelling content that converts more visitors into leads and map their prospects’ buyer journeys to create a better marketing and sales experience.

    But perhaps the most valuable deliverable RGS clients get is the system and process that installs a weekly revenue team meeting, a monthly 30-day sprint planning session and a 90-day strategy session. This framework gives your team the ability to tackle issues, assign work and track metrics every single week. 

    It teaches you how to prioritize, assign and build a 30-day plan for tactics, campaigns and sales process upgrades. But if that wasn’t enough, it also gives you the ability to strategically review progress, course correct and design your entire sales, marketing and service efforts to your company’s biggest and best opportunities.   

    This system is going to change how you think about revenue generation, align your resources and focus everyone like a laser on hitting your goals.

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    What Results Should I Expect From RGS?

    The expectations around RGS are very clear. You should expect to learn and be able to practice the RGS system across your company. You will learn how to run the meetings, use the software and leverage the tools available to you as part of the system.

    You’ll have scorecards set up, to-dos assigned and quarterly rocks that everyone associated with revenue is working on and reporting on regularly. You’ll have learned how to select marketing tactics, design campaigns and prioritize work based on your agreed-on goals.

    By using these tools, working with an RGS Coach and using the RGS framework, you should be able to create a more compelling story for your company, better-performing marketing campaigns and a more remarkable sales process while also leveraging your current customers for additional revenue and as advocates for your business.

    You’ll also gain a new perspective on the technology required to support your revenue generation system. You’ll understand how marketing automation supports your goals, the importance of a customer relationship management (CRM) system as the backbone of this effort and how your website needs to be on a content management system (CMS) that is flexible and allows you to make ongoing optimizations.

    If this seems like what you need, the RGS might be right for you.

    How Exactly Do EOS and RGS Work Together?

    We started this article by talking about EOS. RGS works as a plug-in to EOS. RGS shares a lot of vocabulary with EOS, so if you’re already working with EOS or are considering EOS, a lot will feel very comfortable.

    Meeting agendas, meeting language, planning language, planning processes and even the rhythms of the process will feel similar. EOS does such a good job in these areas why recreate the wheel for people who are already using similar processes?

    RGS goes deeper into areas that EOS simply touches on. These areas include your company’s Big Story, how you differentiate, creating scorecards, helping you build better campaigns, improving the sales process and getting more from your current customers.

    The combination of the two makes for a powerful duo.

    Take a hard look at your company. Are you missing a process for revenue generation? If the answer is yes, RGS may be the answer to filling in that missing process and unlocking scalable, predictable and repeatable revenue generation every month.

    Start Tip Today – It’s a good time to look back at the first quarter. Did you hit your revenue goals? Did you hit them all three months? If the answer is no, don’t wait another quarter to take some action to fix this. It’s likely that adding a system to attach revenue is the answer, and you just didn’t know a system existed. It always takes time to get a system installed and everyone using it. The sooner you start, the sooner you’ll be able to realize the impact adding a system like RGS can have on lead generation, sales success and overall revenue growth. Take some action today!


    Mike Lieberman, CEO and Chief Revenue Scientist headshot
    CEO and Chief Revenue Scientist

    Mike Lieberman, CEO and Chief Revenue Scientist

    Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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