How to Catch Revenue

Should be added to any digital marketing strategy or content plan

Use this technique for fresh growth.

(0:00 – 1:57)
I got the seed idea for our growth checkup chart in 2000. I was brought into a fast-growing Nasdaq company while I was asked to basically reinvent the Salesforce, re-engineer growth. I had noticed that other offices, the branch was in Chicago actually, other offices in the same building, I noticed were using what’s called a Miller-Hyman Blue Sheet.

And this Miller-Hyman Blue Sheet was 18 inches tall, two to two and a half feet wide. It was blue with black ink, and it had about 40 different points on it. And you would start at top left, and you worked your way to the bottom right, and you finished with a successful sale.

And the goal of the Miller-Hyman Blue Sheet was to raise your awareness to potential flags of where you might lose a sale in the process. So it was amazing, but what was more compelling to me is I found out that this company paid $2,000 per person to go through a two-day training with Miller-Hyman to just walk them through the Blue Sheet. So the Blue Sheet’s one thing, but to have the guide walk you through the guide map was amazing.

I mean, and to hear this guy explain the ins and outs of this sheet, it was just awesome. So anyway, I took that away, and for years we have been coaching growth using bits and pieces of the growth checkup chart. So the key is this.

You go to a doctor to see what’s wrong simply because you’re in pain. I think you guys can find your company on the growth checkup chart for the same reason. I think you’re in pain.

(1:57 – 3:25)
It’s a pleasure-pain principle. So bottom line is if either you are not growing or you’re not growing fast enough, I am pretty sure you’re gonna be able to find your company at some point on this growth chart. And if you just keep following the arrows, I think this chart does a pretty good job in a very similar fashion to that Miller-Hyman Blue Sheet.

I think it does a pretty good job correcting growth, and quite frankly, correcting growth near immediately. So one of the scariest things, one of the most suffocating things, is when whether it’s you or a sales team or a marketing department starts to perform and provable lead flow is coming in, you’re throwing bids out left and right, but there’s no realized revenue, meaning you’re talking to a lot of people, you’re seeing a lot of traffic to your website, but you’re seeing close to nothing hit your bank account. So that doesn’t make any logical sense.

It just mathematically has never worked. Many companies have gone out of businesses because of it. And so I want what I want everybody to do right now, I want you to picture that somebody coached your company to widen the marketing channels, and you now have 10 different lead sources.

(3:26 – 3:53)
So let’s just pretend you’re made of money, and you’ve got radio kicking in leads, you got Google pay-per-click kicking in leads, you have a killer Facebook page pushing to a website kicking in leads, you had a couple young whippersnappers write some incredible content, and through Google search, you got lead flow coming in. You’re part of a networking group and leads are coming in. You have leads coming in from 10 different channels.