Growing a company is complicated. And confusing. And frustrating. So we’ve distilled the process down to its most basic elements, giving you step-by-step guidance on how to create sustainable and scalable revenue growth.
Achieving organizational growth isn’t a magic trick; it’s science. And here in the Symbiont Lab we’ve discovered there’s more than one formula for success. In fact, there are as many formulas as there are companies. How’s that possible? Because each company adds their own unique set of components and variables to the mix.
But like good sales and marketing scientists, we identify the facts, consider the points of deviation, fill in the formula gaps, pressure test our hypothesis and develop a revenue generation solution that works in the real world.
Not only can you grow your business, you can grow it faster and stronger. Here’s how.
Symbiont’s Scientific Method for Sustainable and Scalable Revenue Growth
(We dare you to say it three times fast. We’ll wait…)
Step 1. Define your objectives
It’s no secret that making more money is the key to growing your business. But do you know how much you need to make? Or where it needs to come from?
And were your answers to those questions a guess?
Use it to figure out:
- Where your revenue is coming from
- What leads and opportunities you need by channel
- How many deals you need to close
- When you need to close them
- Whether you’re off track and how to course correct
Growing a company is hard. But it’s even harder when you’re playing a guessing game.
Step 2. Identify and close the gaps
Setting an annual revenue target is pretty straightforward. But hitting that number? That’s where the real work begins.
Growing your services company is complicated. And it only gets harder if you don’t know who you’re targeting, how you’re reaching them or have the processes, content and technology in place to communicate with them.
- Sales channels
- Lead generation funnel
- Revenue pipeline
Once you know where you have gaps in your approach, you can start closing them.
Step 3. Put it to the test
Objectives, defined. Gaps, closed. Now comes the action.
But where do you start? Scientific success comes from building on previous experiments and applying fresh ideas. The right sales and marketing system takes into account the right audience with the right message that’s distributed through the right channels.
How do you know what’s right? Run campaigns that start with what you know about audience, message and channels and see if you succeed or fail. Then iterate.
A structured test and learn approach starts with changing the easiest pieces of the system first, then progressively moving into the more complicated parts. A good place to begin is making sure the channels you’re using actually work for the audiences you’re targeting.
If you have the right channels but not the right engagement, evolve the message. And if the message still isn’t working, you don’t have the right audience or what you’re offering isn’t compelling enough.
Rigorous analysis along the way is critical so that test and learn doesn’t become guess and guess again.
Growth is challenging. The key is to have a clear understanding of what you want to achieve, what you need to achieve it and how to continue to refine the solution until you’ve accomplished your objective.