Dreamforce: Ending the “Accidental Revenue” Myth

21 Nov

By Joe Payne on August 17, 2011

In Revenue Performance Management

There’s a mythology that surrounds the entrepreneur. Too often, we buy into the story that some genius rolls out of bed, has an epiphany and – Wham! – Google, or Apple or even Salesforce.com is born.

While the history of business is no doubt full of “eureka” moments, the reality is that successful, disruptive organizations are built not just on one great idea, but rather on the continuous improvement of small ideas that result in one big important result: continual, sustainable revenue growth.

While I was at the beach this year, I read Peter Sims’ Little Bets. It’s a book about taking little steps (or bets) to make products and services better and it got me thinking about how successful revenue growth is no happy accident. The businesses that are growing fastest today have achieved their results by aligning the traditionally separate sales and marketing functions, understanding buyer behavior, delivering the right message at the right time and measuring the impact of programs at each stage of the revenue cycle. And they have done this by trying new tactics, measuring the results, improving and doing it over and over again.  Lather, rinse, repeat.

We call this continuous improvement approach Revenue Performance Management. And we’re excited to have top executives from two of the leading global brands join us at Dreamforce ’11 to explain how they’ve cracked the code to fast growing revenue.

                    ❉ *.¸¸.**.¸¸.**.¸¸* *.¸¸.*.¸¸.**.¸¸.**.¸¸*

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