How to know if you have Revenue Dysfunction
...with Advanced Business Stagnitus
Business
Culture
Imagine this: an above-average CEO comes home from a long day at the office, pours a drink, turns on Hulu. The all-too-common direct to consumer pharmaceutical ad pops up, but this time, it's addressing their business:
Once the perplexed CEO turns off the television, the ad lingers. In the back of their mind, they have had the nagging sense that something hadn’t been right, but couldn’t pinpoint the problem.
Their previous attempts to fix their company’s revenue had come up short, so they’d succumbed to the inevitable growth plateau. They had also tried to address problems with internal resources, but the people they hired were good at creating order — not at leading their team out of the chaos of stagnation.
They even tried working with an agency, at least in a way that checked the “marketing” box. But this just added another row to the house of cards and masked the underlying issue. They were able to say, “Agency X does our marketing,” yet the vendor failed to correct the problem.
Here’s the thing: marketing isn’t something that an agency or partner does. It’s what your business does, at every level. Marketing is your positioning, your product, your message — everything you do to drive revenue. Just like Peter Drucker said years ago:
“Marketing encompasses the entire business. Marketing is the whole business seen from the point of view of its final result, that is from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.”
Maybe your business suffers from fog-of-(business)-war, poor positioning, or a team that lacks the knowledge of how to move the needle in the marketplace. All of these are common symptoms of Revenue Dysfunction with Advanced Business Stagnatitus. It’s time to take action before the condition becomes untreatable.
