Optimizing Resource Coverage to Maximize Returns

“The sun’s rays do not burn until brought to a focus”

— ALEXANDER GRAHAM BELL

We all understand the value of focus, but nowhere is that more evident than in companies selling complex products and services. The opportunity costs of pursuing unprofitable business are only magnified once we win the business. When we sum up all of our sub-optimal decisions across the customer lifecycle, we create significant drag on profitable growth. We all understand the benefits of re-balancing our financial portfolio, yet we fail to take the same approach with our investment in customer-facing resources.

We all understand the benefits of re-balancing our financial portfolio, yet we fail to take the same approach with our investment in customer-facing resources.

At Growth Sigma, we start with the Priorities sprint because decisions on where to align and focus our resources have a profound impact on our ability to win, grow and retain profitable business. Leveraging our accelerators, we identify the characteristics and economics of an ideal customer, define and tier our addressable market and develop our sales coverage model to ensure our investments our proportionate with expected returns.

As strategy is about making choices among trade-offs, we’ll strive to address and institutionalize answers to the questions below, among others.

Key Priorities Questions

What are the characteristics and economics of our ideal customer?
Where do we proportionately invest our resources in the market to maximize returns?
What resources and skill sets should be aligned at each stage of the customer lifecycle?