ORE - Overall Revenue Effectiveness™

TQM Approach to Generating Revenue

It's easy to buy software that promises to ease a pain point in marketing or sales.

But will it improve total revenue, or even reduce marketing costs, improve revue operations, or boost sales efficiency?

Any effort needs to quantify the potential impact of change, and prioritize the projects by impact.

That might mean technical SEO, or evaluating the sales force, or digital marketing and marketing automation.

Three common barriers impede this approach.

1. Most vendors, software, services, and consultants have a single hammer and look for "nails." 
2. Strong internal resistance often exists to change in specific areas.
3. Most efforts are built around what the manufacturer does - not what buyers value.

We should let buyers guide the process and use metrics to understand what functions to prioritize to improve sales efficiency and ORE.

Buying Journey Trumps Sales Process

The uncomfortable truth is that "sales process" is a vestige of an era when sales people were gateways to information.

Today marketing and sales teams need to collaborate to guide and support complex buying journeys taken by large buying teams.

That often means helping companies discover real requirements and quantify the "value gap"; navigate internal personal and departmental politics; sell projects internally against competing requests for limited capital; helping buyers implement efficiently and measure results.

In other words, sales today is more challenging than ever. You have to achieve everything that's important to qualify, advance and close deals - and achieve it within the context of the buyers' process.

ORE helps to structure the content, skills and systems to shift this orientation.

Sales & Marketing Technology is Different Than Yours

You make things that make things. Your technology - often capital equipment and engineered systems - actually makes things.

Sales technology (like CRM and sales acceleration) and marketing technology (like marketing automation, chatbots, content planning and SEO tools) don't create anything. They are enablement and measurement tools that help your team:

• work more efficiently and boost effectiveness
• provide metrics to support the ORE system

The value comes not from the technology, but from the way you adapt tactics and processes to leverage the full range of opportunities. That means change (often unwelcome) for staff who are invested in current systems.

It also means a series of empirically-based decisions rather than gut feeling or personal preference.

Both are critical to improving ORE. And both, as you certainly know from your OEE efforts, require cultural shifts, new skills, often some turnover, and lots of patient change management.

Language and Process That Map to Your Manufacturing Culture

Why should marketing and sales be treated any differently than your manufacturing operations?

You've worked hard to build a culture of precision, quality and accountability in the rest of the organization, and an ORE approach will help you do the same with revenue generation.

You can build on the work you've done throughout the company to significantly improve your revenue operations.