Carpe Annum! This is the Moment to Drive Growth

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Posted: January 11, 2011 | Modern Marketing

As the economy finally starts to turn in a more positive direction, I find it interesting the different reactions I have heard from various friends and colleagues.  In particular, I have heard several folks recently tell me that this new optimism perhaps offered the chance to take a bit of a “breather”.

I couldn’t disagree more strongly!  Over the past several years of our economic doldrums, the world hasn’t been standing still.  In our personal lives and our business lives, the change in the relationship between buyers and sellers has accelerated.  We’ve all become more careful in our buying decisions; researching a bit more before we put down our credit card or issue a corporate purchase order.  And whole new ways of making buying decisions have exploded, such as asking friends and colleagues on Facebook or LinkedIn.

Any time there is change afoot there is an opportunity to be had. But, with recent signs of change in a positive direction, compelling opportunities are emerging. Far from taking a step back and slowing down (even just a little), now is the time to pick up the pace, to grab this moment to accelerate revenue growth.  The fact is, whether or not you act right now with intention and urgency, you can bet that your best competitors are doing precisely that.

OK, so you’re not going to take that breather.  The last few years have been hard, but you’ve reached deep and found that reserve of energy to grab this opportunity.  But what, specifically, should you do?

In my past few blog posts, I’ve described the critical imperative for growth in 2011, and outlined the practical steps you can start taking today to turbo-charge your revenue growth engine and drive outsized results. One of those key steps is to adopt a proven, systems-driven approach to creating, managing, and growing revenue: It’s called Revenue Performance Management, and it works.

Business history is rich with standout examples of forward-thinking companies that capitalized on economic recoveries to create new and innovative products and services, and pioneer valuable new growth markets. A vivid example is how global technology leader Cisco literally powered through the recent recession. In a USA Today article after last year’s CES event in Las Vegas, the company’s longtime CEO John Chambers predicted 12% to 17% annual growth for Cisco in the next five years, regardless of the economy. “You never want to waste a good crisis,” Chambers said in the USA Today interview.

Like John Chambers and Cisco, it’s time to think big. And it is time to start right now!  Make a conscious decision to seize the day – to seize this entire New Year – to accelerate revenue growth.  This is the time to ignite a Revenue Revolution at your company.

Phil is former Chairman and CEO of Marketo. He is a Silicon Valley veteran, with more than 30 years of experience building and leading breakout technology companies. Phil is a well-known writer and speaker on topics related to digital marketing, marketing automation, big data, and entrepreneurialism, and is the author of Revenue Disruption (Wiley, 2012), which delivers bold new strategies for any company to transform its sales and marketing to accelerate revenue.

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Carpe Annum! This is the Moment to Drive Growth

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