A Revenue-Centric Approach to Firm Strategy

"Strategic planning" is an oxymoron. Strategy and planning are two different things. In this episode, Mark and John beat this topic up, differentiate between strategy/planning, and offer a revenue-centric lens with which to help with both your strategy and planning efforts. 

There are three lenses to look at revenue in order to help define your firm strategy, and  ultimately your planning efforts:

• In the previous period/year, where did the revenue come from?
• Right now, what is the potential revenue in the pipeline?
• In the next period/year, where do we want the revenue to come from?

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