42 Rules for Growing Enterprise Revenue. Go-to-Market by Lilia Shirman

By Lilia Shirman

Customer relevance is on the middle of any profitable profit progress method. 42 principles for turning out to be firm Revenue is for firms that are looking to topic extra to the enterprise shoppers and markets that signify the best possibilities for progress. those confirmed, cross-functional projects let company leaders to spot and comprehend consumers' context for purchases, and end up their businesses' worth in ways in which are proper inside that context. Shirman combines years of expertise taking firm items to marketplace and interviews with company leaders at Cisco, EMC, Adobe, VMware, Citrix, and others to distill actionable concepts for B2B owners to force sustainable patron relevance and profit progress.

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Sample text

Enterprise wikis and social networking and collaboration tools facilitate cross-functional work and information sharing, while drastically reducing e-mail volume and creating reusable knowledge assets. They also enable cross-functional teams to sprout more frequently and easily, and to be more effective at reaching their objectives and collaborating on whatever matters most to customers. Rule 4 Deposit Your Quarters in Sync Focus the entire organization around a common goal Imagine you are in a room full of Coke machines.

To avoid such surprises, list the three to five most likely outcomes of major initiatives at the time that a budget allocation occurs. Consider how the possible scenarios will affect your objectives for that initiative. Also consider the impact on other corporate objectives and other organizations. Define specific metrics or early warning signs for each outcome and who will detect them and how. Sketch out what might be done now or in the future to mitigate or take maximum advantage of the impact of alternative outcomes.

The owner of each initiative will require resources and commitments from multiple organizations. Identify those cross-functional dependencies in the planning phase, so that there are no surprises or finger-pointing later. This process will identify areas of strength where investment can create a long-term competitive advantage. It will also find weaknesses for which you must compensate to protect current market position. Reinforcing strengths will provide greater rewards than mending weaknesses.

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