Seven Imperatives for Revenue Leadership

The emergence of the revenue leader is a critical factor in building and executing growth strategy. Revenue leaders control or influence the resources to engage customers throughout their “buying journey.”

Power has shifted from sellers to buyers. Buyers have informed expectations that they impose on anyone wanting to do business with them. Powerful buyers begin their buying journey well before engaging a seller. They expect more from sellers when they do engage them. And they expect results after the sale. Revenue leaders must learn to exert influence at three phases, or points of inflection, in today’s journey:

• Awareness
• Assessment
• Adoption

At the 2019 Leadership Summits, Alexander Group explored what companies are doing to build and enable the revenue leadership role. This whitepaper describes the seven key actions that emerged from discussion with the 35 executives who participated.