In my June 2020 article, "Creating Enterprise Value Through Marketing", we identified the importance of choosing marketing investments producing measurable, sustainable results. The theme continues this month although we turn our focus toward investing in improved sales results. This can be more challenging, as many business owners measure success based on meeting revenue goals rather than growing enterprise value. There is an undeniable urge to meet this quarter's sales numbers without worrying about where that revenue is coming from. How does this quarter's new closed business contribute to next quarter's and next year's results?
Two XPX members were part of the team who collaborated with me on this article:
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