MANAGEMENT How Sales Leaders Can Optimize Revenue MARK EBERT


Waste is never a good thing, of course. But in this economy, sales leaders simply can’t let it slide. Our CEOs and boards still expect us to deliver predictable, strategic revenue growth regardless of economic uncertainty. The good news? There are many ways sales leaders can streamline the go-to-market process to eliminate waste and optimize revenue. I’m particularly focused on three big areas that are within our control: optimized tech investments, the best data, and prioritization of the opportunities that are likely to bring in the most revenue.


Excess costs and lost revenue potential cost revenue teams a tremendous amount of money – approximately $2 trillion per year, according to research from the Boston Consulting Group. Some of the main culprits in this waste? Inefficiencies, redundancies, and misplaced priorities.


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OPTIMIZED TECH INVESTMENTS As we move into 2023, Forrester predicts that organizations will shed one-third of the point solutions from their revenue tech stack. This economy presents a big opportunity for sales leaders to take a look at their tech stacks and determine what to keep and what to discard. Revenue teams looking to cut waste will likely trim those “shiny object” technolo- gies they’ve purchased in recent years – especially if they were never fully integrated with existing tech stacks. Instead, it’s smart to prioritize the tech investments that are proven to make revenue generation easier and more predictable. Foundational revenue technology that provides ro- bust data, distills insights to create a competitive advantage, and connects with all the applications needed for successful execution is more impor- tant now than ever.


These types of technology serve as a sort of “central nervous system” for the revenue team. They’re what makes it possible to build omnichannel, end-to-end experiences and create multiplicative efficiency across market- ing, sales, and customer success. As more revenue teams start to play off of one sheet of music with cen-


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