Three Questions to Grow Revenue

As one year ends and another begins, organizations often find themselves stuck in unhealthy routines—chasing quotas, analyzing numbers, and fine-tuning portfolios. However, this tunnel vision can prevent them from taking an organizational approach to revenue growth.

To break the cycle, leaders must step back and ask three pivotal questions that create productive dialogue and align revenue development, sales priorities, and long-term sales health:

✅ What are we growing?
✅ What are we killing?
✅ What are we creating?

What Are We Growing?

When asked this question, most executives say: “Everything we can.” But actual growth is not about expanding indiscriminately—it requires strategic focus.

What to consider:
✅ Market conditions and demand
✅ Individual product opportunities
✅ Customer acquisition strategies
✅ Internal resources

Growth investments are not always about launching new products. They could include:
✅ Increasing CEO involvement in key deals
✅ Expanding training programs
✅ Strengthening sales support teams
✅ Investing in travel for high-impact meetings

🚨 Why can’t you do everything at once? Because a scattered focus dilutes the impact. Growth initiatives must have a financial component, urgency, and focus to make a recognizable impact.

What Are We Killing?

Every organization has low-quota, poor-performing offerings. They consume time and resources while delivering minimal upside. These “zombie” offerings should be eliminated.

🔴 Why kill a product that generates some revenue?
Because your sales team’s time is limited—would you rather have them closing high-yield deals or chasing low-value opportunities?

How to phase out underperforming products:
✅ Shut them down immediately
✅ Gradually divest until they phase out naturally

Your sales team’s energy should be directed toward high-impact offerings that drive sustainable revenue.

What Are We Creating?

Once your team aligns on growth priorities and eliminates distractions, the next step is creation—the foundation for long-term success.

Creation isn’t just about new products. It can include:
✅ A bold marketing campaign
✅ Better lead nurturing strategies
✅ Expansion into a new market
✅ Enhanced customer support

🚀 Why this matters:
Creating something new challenges employees, increase engagement and drives growth. But execution is key—you must:
✅ Define a clear goal
✅ Develop objectives
✅ Build tactics to achieve success
✅ Track, measure, and adjust

People don’t want to be cogs in a machine. They want to contribute to something great.

Key Takeaways

✅ Growth must be intentional—focus on high-impact areas.
✅ Eliminating underperforming products frees up resources for better opportunities.
✅ Creation is about long-term success, not just immediate revenue.

Sustainable revenue growth comes from asking the right questions.

📢 What will you grow, kill, and create this year?

Need a strategy to drive revenue growth? Let’s talk.