It’s Not Just about The Revenue

As the year draws to a close, many businesses are finalizing their goals for 2024, with a significant focus typically placed on revenue targets—what percentage they aim to increase by, and similar metrics. Businesses tend to set revenue goals and targets but don't pay attention to the essential parts of their business that drive revenue. Many times the thought is that if a team simply 'worked harder', then the revenue goals would be achieved. But that's simply not the case. Every business has its own, unique drivers of revenue. And focusing on these drivers will in turn affect the top line.

While setting a revenue goal is a positive step, it's important to acknowledge that merely establishing a target won't automatically result in increased revenue. Instead, it may incentivize individuals to work harder to generate income, but this alone won't guarantee revenue growth. True revenue generation stems from understanding the drivers behind it—the leading indicators within your business that contribute to achieving revenue goals. It's not solely about the revenue figure itself; it's about what influences it.

Consider Coach Shaka Smart, who leads the top 10-ranked Marquette basketball team. They track a unique statistic during games: deflections. This unconventional metric serves as a driving force for their defensive strategy. Unlike steals, which are standard tracked stat, deflections signify disruptive defensive play, activity, and team engagement. For Marquette, these indicators correlate with winning basketball games by both scoring points and preventing opponents from scoring. Similarly, every business has its unique focus areas, whether it's customer retention, billing processes, or enhancing customer and employee experiences. Identifying the key drivers of revenue specific to your business enables you to concentrate efforts on enhancing and maximizing those aspects, rather than solely fixating on the end goal of increased revenue.

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