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How to Navigate Revenue Challenges in Turbulent Markets for Business Growth
Leverage Technical Evangelism to Drive Revenue Performance and Organizational Adaptability
Declining revenue sucks. When a successful business faces market headwinds that cause persistent revenue stress, executives can easily lose sight of what is essential. They often dwell on things they cannot control or directly influence, such as macroeconomic market conditions or supply chain disruptions. While it is natural to panic in a crisis, leaders of resilient businesses will quickly adapt and focus instead on what they are best positioned to influence.
At first, executives may focus on reducing costs through workforce reductions. Though that may be an effective control to increase the operational runway, cost savings are usually delayed by severance packages and lingering performance costs due to workforce disruption. Reducing payroll also establishes a new cost baseline but does nothing to positively impact revenue generation.
As a technical and product evangelist, I know firsthand the challenges that revenue operations leads face when tackling tempestuous market conditions. Evangelists rarely directly impact revenue. Instead, our roles focus on improving revenue performance by influencing operational…
