Revenue Culture

Cultures, in general, are the ritual and routine behaviors inside an organization–just how we do things around here. The strength of a culture determines how quickly the revenue structureRevenue Structure All of the various components contribute to a function’s performance. Structures suffer when they’re misaligned, misinformed and misallocated. Modern revenue structure challenges are compounded by accelerating change; frequently, revenue structures have too many independently moving pieces, which creates friction. will adapt to change and whether the revenue functionRevenue Function The act of generating revenue for the organization (sales, marketing, branding, PR, service, etc). Due to the commoditization of products/services and the limited time of uniqueness, value creation or destruction has now moved to the revenue function. Unfortunately, friction and misalignment leaves organizations unprepared and ill equipped to capture value here. will perform properly or poorly in the future.