Revenue is Sales and Marketing’s Responsibility

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Responsibility ultimately is the willingness to be at cause over something, as opposed to being the effect. The words ‘willingness’ and ’cause’ should be highlighted. Additionally there is what could be called “areas of responsibility”.

The responsibility of a fisherman is to catch fish. Period. If fishing in an area and not getting bites, then the person fishing needs to relocate to an area where they do get bites, and catch fish. Period. They cannot be successful by getting into a ‘blame game’ by trying to channel their lack of success, or ability to the weather, the EPA, or that dumb bait shop.

The bottom line for any business is two-fold – revenue and debt ratio. The divisions within the organizational structure overseeing these critical success factor areas are sales, marketing and finance. In any model, growth of revenue is the responsibility of sales and marketing.

If someone within sales or marketing cannot get the job done the tendency is to look away from their own “area of responsibility”, and try desperately to find what is causing them to fail (A fatal move from cause to effect), i.e., marketing, client services, manufacturing, operations, finance, etc. We so desperately want to be right that we try to justify our short comings, by now being the ‘effect’ of something or someone else.

I would suggest that we can’t take the mantle of revenue production off of sales or marketing, as it is their job, their goal to catch the fish with the equipment they have, or find a different pond to fish in. What employers must do is to provide the tools to get that job done. Adequate marketing plans, and adequate sales training are a must have for future revenue production.

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