Revenue generation, and a sales metaphor
Some informal research I completed recently amongst businesses in my “patch” turned up a surprising result.
One the questions I asked was “what is the most important job in your business?
The surprise was that so few respondents nominated “sales” at all, let alone in the top three.
When you think about it, without sales to pay for the apparently more important functions like, HR, Marketing, OH&S management, engineering, NPD&C, and all the rest that got a mention, all those more fashionable functions will not be around.
Has “Sales” become its own metaphor?
Sales is often an entry level role personified by the keen young bloke (or gal) with the brief-case, glib tongue, and “crash or crash through” attitude to human relations, and as a result is being left behind in the corporate furr-ball. Do well in sales, and you might be promoted to marketing.
Perhaps we should rename sales “Revenue Generation”. Call it what it is, focus more on those carring the direct responsability to conduct conversations with those who write the orders, and perhaps that might focus the mind a bit better?