4 ways to boost business growth using ‘revenue intelligence’

Income intelligence sounds intimidating however demystifying and studying how to apply it may well supercharge a business.

In a nutshell, income intelligence is a framework for considering and a method to measure all issues that affect firm growth to assist information operations.

In distinction to business intelligence, an evaluation of core business metrics to reply particular strategic questions, income intelligence identifies measurable KPIs tied to particular growth drivers from all aspects of the business and offers a holistic, clear view of how the corporate creates worth.


Armed with this information, every division can perceive its contribution to the underside line and make knowledgeable selections to drive extra growth. 

Throughout a time of unprecedented uncertainty, business leaders who undertake revenue-intelligence practices can extra simply navigate the panorama forward and make the most of understanding precisely how every potential motion may affect their business’ monetary future. 

Listed here are 4 ways to make income intelligence simpler to implement:    

Rent the precise folks

It’d sound cliché however harnessing the complete energy of income intelligence begins with hiring the precise particular person or folks for the job. It doesn’t matter what senior operations function, leaders with the precise gentle and analytical abilities to champion this concept are key. 

As (*4*), former president and chair of Hewlett-Packard Co., stated: “The aim is to flip knowledge into info and knowledge into perception.”

Greater than only a knowledge scientist, the revenue-intelligence function requires a capability to create compelling tales primarily based on the accessible knowledge and switch them into impressed, collaborative actions at each degree. These tales want to resonate throughout groups, together with the C-suite, product, advertising, engineering, finance and gross sales groups. 


By default, this new function requires broad data throughout operations, as a result of so as to talk successfully, this govt wants to “communicate the language” of each division, know every division’s objectives, how they operate and the way they work together with one another.

Look past gross sales 

Holding the front-line gross sales workforce accountable for all issues revenue-related may be tempting, however many different elements contribute to an organization’s backside line. Using income intelligence’s collaborative method, there aren’t any business silos. Every operate is aware of which KPIs they’re accountable for and by extension, how these KPIs affect gross sales.

For instance, suppose your organization is a customized software-development store that fees clients primarily based on coding hours. Engineers don’t need their initiatives to go over estimate, so they’re sometimes incentivized to give the biggest estimate potential to guarantee there’s sufficient buffer. 

Gross sales, then again, wants the shopper to buy, and engineering’s larger estimates make initiatives appear dearer and fewer aggressive.  Gross sales doesn’t sometimes perceive how a lot effort goes into coding. Conversely, engineering isn’t usually conscious of how buffer hours could affect the flexibility to shut a sale. By solely wanting on the gross sales division’s exercise, and never contemplating selections made by others, there’s a probable adverse affect on the workforce’s capacity to promote. 

That is the place income intelligence is available in. By figuring out the KPIs in relation to income that engineering is accountable for and weaving them right into a relatable story with targets that the engineering workforce’s management can use as steerage, a clever firm breaks down these departmental silos that stand in the way in which of maximizing income at each step. 

Create a glossary 

So as to help knowledge transparency and maintain all the group on the identical web page, it’s a good suggestion to create a glossary of all KPIs. Make sure to embody descriptions and the way they’re calculated, together with maps to the place they exist within the database. You’ll thank me for this later. 

Jim McHugh, VP at NuWave Options, writes: 

“… knowledge warehouse documentation is essential to the success of the undertaking. This documentation will assist each the business customers and the technical groups perceive the supply, the transformation and storage of the information they want to devour. These paperwork are the muse upon which the warehouse will likely be constructed.”

An information warehouse reference information serves a number of functions: 

  • Makes the information extra accessible throughout the corporate.
  • Empowers staff to discover the information they want and run their very own stories. 
  • Frees up time for knowledge scientists to work on extra urgent strategic efforts.
  • Improves knowledge high quality, consistency and accuracy.
  • Hastens function transitions and worker coaching.
  • Will increase transparency and readability.
  • Gives historic context on how and why sure knowledge issues.

Leverage automation instruments 

Creating and sustaining a single supply of reality in your firm’s growth-driving KPIs for every division doesn’t have to be troublesome. There are a lot of instruments, each paid and free, that may make this process simpler. Understanding the varied instruments already accessible will assist uncomplicate the method of organising a revenue-intelligence system.

Advertising and marketing platforms comparable to Google Analytics, Fb’s advertising instruments, CRM programs, and many others. all mechanically gather helpful knowledge. Past accumulating uncooked knowledge, there are different packages like Energy BI and Tableau, that are able to displaying knowledge in charts, graphs and different visible ways. This offers workers with the instruments to assemble extra compelling business tales and the facility to chart their success.  Learn the way to use these instruments or rent somebody with the data of the instruments at your organization to unlock this highly effective profit.


Pulling all of it collectively 

Income intelligence shifts corporations into excessive gear by connecting all elements of the business to behaviors and actions that instantly improve income. By tying measurable KPIs to growth drivers and speaking these drivers to the departments accountable for them, savvy business leaders are in a position to align everybody in an organization with shared objectives; successfully breaking down the limitations and eliminating blind spots that usually exist between particular person departments. 

Hiring the precise folks, wanting past simply the gross sales workforce, making a glossary to help knowledge transparency and consistency, and leveraging accessible automation instruments will all assist to make strategic revenue-intelligence practices a actuality in your firm.

Eric Sanabria is chief business officer for Oyster Monetary, a worldwide fintech firm for small to medium-sized companies in Mexico. Prior to Oyster, he labored because the income intelligence lead for Google’s On-line Partnerships Group for North America.